- 1) How do You Write a Copy of Social media – The Main Ingredients of Ad Copywriting
- 2) 3 Important Considerations for Writing Social Media Ad Copy
- 3) Impressive Examples of Ad Copy on Social Media
How to Write Ad Copy for Social Media That Sells?
- 4.1) Understand your audience:
- 4.2) Define your objective:
- 4.3) Grab attention with a strong hook:
- 4.4) Highlight the benefits:
- 4.5) Keep it concise and scannable:
- 4.6) Create a sense of urgency:
- 4.7) Include social proof:
- 4.8) Craft a compelling call to action (CTA):
- 4.9) Use captivating visuals:
- 4.10) Test, measure, and optimize:
- 4.11) Let’s Take an Ad Copywriting Example:
What are the Components of Writing an Awesome Ad Copy?
- 5.1) Addressing Pain points [Attention]
- 5.2) Conveying Outcomes [Desire]
- 5.3) Brand or Product Name [Awareness]
- 5.4) Scientific backing [Rational Proof]
- 5.5) Benefits [Immediate Solution]
- 5.6) Highlighting Properties [Features]
- 5.7) Suitability for all Skin Types [Enhancing Appeal]
- 5.8) Customer satisfaction [Social Proof]
- 5.9) Promotional offer [Incentive]
- 5.10) Overall goal [Long Term Benefit]
- 6) Effective Social Media Ad Copy Writing Tips
- 7) Common Ad Copywriting Mistakes to Avoid
- 8) Bonus Tip
- 9) Frequently Asked Questions(FAQs)
Social media ad copy and copywriting are among the top buzzwords in the digital marketing world. Professional content marketers understand the importance of killer social media ad copies for converting the audience into leads. But what is social media ad copy?
To answer this question, you first need to understand what does ad copy mean? An ad copy is written with a specific intention or goal in mind. The social media ad copy introduces a hook to readers, offers them a solution and compels them to take a specific action.
Ad copywriting gets fairly simple for any niche and any type of goal if you can keep three primary ingredients in mind:
- The target audience
- The supporting creative
- And the Copy itself
Ads usually fail as a result of non-compliance to the basic principles of copywriting. Before you write social media ad copy, consider three important things:
- Who is your right target audience? Are you targeting an audience big and specific enough to get some leads?
- Is the tone of your ad copy’s message good for your target audience? Does your ad directly speak to the readers and solve their problems?
- Are your ad creatives compelling and aligned with your ad strategy? Have you successfully introduced bold fonts and colors in your creatives to engage your audience?
National Geographic’s ad copywriting style is captivating, enlightening, and nature-centric. Their ad copy evokes a sense of wonder, exploration, and appreciation for the world’s natural wonders. They often use descriptive language, stunning imagery, and thought-provoking narratives to inspire curiosity and ignite a passion for the planet.
Source: National Geographic Social Media
JBL Speakers’ ad copywriting style is dynamic, immersive, and focused on delivering a superior audio experience. Their ad copy emphasizes powerful sound, cutting-edge technology, and the ability to elevate any listening environment. They often use energetic language and compelling visuals to captivate music lovers and audiophiles.
Source: JBL Social Media
Gorilla Glue’s ad copywriting style is bold, impactful, and focused on strength and reliability. Their ad copy conveys durability, versatility, and the ability to tackle tough projects, often using concise, attention-grabbing phrases that highlight the superior adhesive qualities of their products.
Source: Gorilla Glue Social Media
Writing ad copy for social media that sells involves several key steps:
Understand your audience:
Before crafting ad copy, thoroughly research and understand your target audience. Identify their demographics, interests, pain points, and aspirations. This knowledge will guide your messaging and help you create content that resonates with them.Conduct thorough market research and gather insights about your target audience’s demographics, interests, and pain points.
- Develop buyer personas to create a clear understanding of your ideal customers.
- Use social listening tools to monitor conversations and trends relevant to your audience.
Define your objective:
Clarify the goal of your ad campaign. Do you want to generate leads, drive sales, increase brand awareness, or promote a specific offer? Clearly defining your objective will shape the direction of your ad copy.
- Clearly define the primary goal of your ad campaign (e.g., drive sales, increase brand awareness, generate leads).
- Set specific, measurable, achievable, relevant, and time-bound (SMART) objectives to track progress and success.
Grab attention with a strong hook:
Begin your ad copy with a compelling hook that grabs the reader’s attention. It could be a thought-provoking question, a bold statement, or a fascinating statistic. Make sure it aligns with your objective and appeals to your audience.
- Start with a compelling question, intriguing statement, or shocking statistic to captivate your audience.
- Use powerful and emotive words that resonate with your target audience.
- Experiment with different hooks and test their effectiveness.
Highlight the benefits:
Clearly communicate the benefits and unique selling points of your product or service. Focus on how it solves a problem or fulfills a desire for your audience. Emphasize the value they will gain from choosing your offering.
- Clearly communicate the unique benefits and value proposition of your product or service.
- Focus on how it solves a specific problem or fulfills a desire for your audience.
- Use persuasive language and provide specific examples or statistics to support your claims.
Keep it concise and scannable:
Social media users have short attention spans, so keep your ad copy concise and scannable. Use short sentences, bullet points, or numbered lists to convey information quickly and effectively.
- Use short, punchy sentences and avoid unnecessary jargon or complex language.
- Break up your copy into bullet points or numbered lists to enhance readability.
- Highlight key information by using bold or italicized text.
Create a sense of urgency:
Encourage immediate action by incorporating a sense of urgency in your ad copy. Highlight limited-time offers, exclusive discounts, or product scarcity to motivate readers to take action promptly.Incorporate time-limited offers, exclusive discounts, or limited stock availability.
- Use urgent language and action-oriented words to encourage immediate action.
- Clearly state the deadline or time constraint to create a sense of FOMO (fear of missing out).
Incorporate social proof elements such as customer testimonials, reviews, ratings, or user-generated content. Social proof builds trust and credibility, assuring potential customers that others have had positive experiences with your brand.
- Gather testimonials, reviews, or user-generated content that showcases positive experiences with your product or service.
- Use real names, photos, and authentic stories to increase credibility.
- Incorporate ratings or trust symbols to further enhance trustworthiness.
Craft a compelling call to action (CTA):
Clearly instruct readers on the action you want them to take. Use action-oriented verbs and create a sense of urgency. Make your CTA prominent and easy to follow, guiding readers towards the desired conversion.
- Use action verbs and be specific about the desired action you want your audience to take.
- Make your CTA stand out visually through color, size, or placement.
- Create a sense of urgency by adding words like “now,” “today,” or “limited time.”
Use captivating visuals:
- Choose high-quality images or videos that align with your brand and resonate with your audience.
- Optimize visuals for each social media platform’s specifications to ensure they display well.
- Use visuals to tell a story, evoke emotions, or showcase the benefits of your product or service.
Pair your ad copy with high-quality and attention-grabbing visuals that align with your brand and messaging. Visuals play a crucial role in capturing attention and enhancing the impact of your ad.
Test, measure, and optimize:
Continuously test different variations of your ad copy, visuals, CTAs, and targeting. Analyze metrics, such as click-through rates and conversions, to determine what resonates best with your audience. Use the data to optimize your ad copy for better results.
- A/B test different variations of your ad copy, visuals, CTAs, and targeting options.
- Track key metrics like click-through rates, conversion rates, and engagement.
- Analyze data to identify trends, optimize underperforming elements, and scale successful campaigns.
Let’s Take an Ad Copywriting Example:
Headline: “Transform Your Skincare Routine with Our Revolutionary Serum!”
“Tired of [dull, tired-looking skin]? Say hello to [radiant, youthful complexion] with our [groundbreaking serum]!
Introducing [Brand Name]’s [Advanced Skin Renewal Serum] – backed by [science], proven to deliver [remarkable results].
Say goodbye to [fine lines], [dark spots], [uneven texture]. Our serum revitalizes from within, reducing wrinkles and improving skin tone.
But that’s not all! [Hydration] is key. Our serum keeps skin [plump, supple, and moisturized] all day, giving you a [natural glow]!
Suitable for all [skin types]. No [irritation], no [redness]. It’s [gentle yet effective].
Join thousands of [satisfied customers] who transformed their skincare routines. Unleash your skin’s true potential.
Get an exclusive [20% off] your first purchase with code ‘[GLOW20]’. [Free shipping] on orders over $50!
Upgrade your skincare game. Discover confidence in [healthy, glowing skin]. Start your journey to [skincare excellence] now!”
What are the Components of Writing an Awesome Ad Copy?
Let’s break down the winning components of the ad copy example shared above. Here is what we find:
Addressing Pain points [Attention]
Identifying and addressing the pain points (dull, tired-looking skin) helps the reader connect with the problem they’re experiencing, creating a sense of relevance and urgency.
Conveying Outcomes [Desire]
Highlighting the desired outcomes (radiant, youthful complexion) creates a vision of the positive change that the product can bring, appealing to the reader’s aspirations and desires.
Brand or Product Name [Awareness]
Introducing the product or brand name (Advanced Skin Renewal Serum) creates brand recognition and establishes the focal point of the ad, making it memorable and distinctive.
Scientific backing [Rational Proof]
Mentioning the scientific backing builds credibility and trust, assuring the reader that the product is supported by research and reliable results.
Benefits [Immediate Solution]
Describing the benefits (reduction in fine lines, dark spots, and uneven texture) demonstrates how the product directly addresses the reader’s concerns and offers tangible improvements.
Highlighting Properties [Features]
In the above example, highlighting the hydration properties showcases an additional benefit, addressing a common skincare need and appealing to those seeking well-hydrated and healthy-looking skin.
Suitability for all Skin Types [Enhancing Appeal]
Emphasizing that the product is suitable for all skin types increases its appeal, broadening the potential customer base and making it inclusive.
Referring to satisfied customers who have experienced positive results builds social proof and establishes credibility, making the reader more likely to trust the product and consider trying it themselves.
Promotional offer [Incentive]
Offering an exclusive discount (20% off with code ‘GLOW20’) and free shipping creates a sense of value and incentivizes immediate action, encouraging the reader to make a purchase.
Overall goal [Long Term Benefit]
Conveying the overall goal of upgrading the skincare routine and achieving healthy, glowing skin appeals to the reader’s desire for self-improvement and boosts their confidence, making the product more compelling.
Here are some important tips on how to write a social media ad copy that converts:
1. Start with a Goal
Your social media ad copy shall reach as many people from your target audience as possible. It comes as a challenge when you are deciding the goal for your social media ad. Here are some types of goals which can help you narrow down your ultimate aim for the social media ad:
- Raise or imprint brand awareness
- Event promotion
- Sales increase
- New Product Launch
- Driving Website Traffic
- Community Building
- Followers and Subscribers
2. Pick the Right Tone
Once you have a goal in mind, the next step is to set the right tone. The right tone will allow you to speak to your audience directly and as naturally as possible.
The best way to set the right tone for your ad is to look into target audience clusters and gain insights on their daily life interests. It will help you to understand the brand’s voice as well as align it with the target audience’s expectations.
You can choose to keep the tone casual, friendly, conversational, urgent, informative or any other type that fits your audience.
Did you know? You can use our AI tool to write social media ads in different tones!
3. “Yes, Sir! I need that Solution!”
The most common mistake social media ad copywriters make is to forget asking “yes” questions. Your social media ad copy shall not only ask the right type of “yes” questions but also hit specific pain points of your audience.
This step of copywriting is essentially the soul of copywriting and requires a great deal of skill. Once you establish a “pain point” in your audience’s mind, the next step is to offer them a “solution” which leads to fulfilling your ad goal.
Keep in mind that the audience likes to read about visions and become a part of mutual goals. Sharing your vision and leading your audience towards a goal works in the favor of everyone involved.
Adopt a “we”, “yours” and “ours” ad copy writing strategy rather than making it all about your brand.
4. Don’t Forget CTAs and Key Benefits
Another important thing to keep in mind while writing your social media ad is to highlight your offering’s key benefits and key attributes. It helps in leaving a strong and quick impression on the reader’s mind.
Finally, add a strong and clear Call to Action that aligns with your ad copywriting strategy’s goals. Avoid writing cliche CTAs and get creative here!
5. Proofread, Edit and Go Testing!
Social media advertisement is a continuously improving process. Editing and proofreading is a part of perfecting your social media ads.
Whereas A/B ad testing will let you see which types of social media ads are working the best for your audience.
You can not only test our different visuals with different copies but also test the same ads with different but alike audience clusters. The testing will help you find the sweet spot among your audience and get you maximum conversions.
Common Ad Copywriting Mistakes to Avoid
- Lack of clear objective: Failing to define a specific goal for your social media ad campaign can lead to unfocused messaging and ineffective results.
- Poor targeting: Neglecting to accurately target your audience can result in reaching the wrong people and wasting ad spend.
- Lengthy or complex copy: Lengthy or complex ad copy can lead to disengagement, as social media users prefer concise and easily digestible content.
- Ignoring platform-specific guidelines: Not adhering to platform-specific character limits, image sizes, or ad placement guidelines can result in distorted or incomplete ads.
- Weak or generic Ad headlines: Weak headlines fail to grab attention and make your ad stand out among the noise of social media feeds.
- Lack of compelling visuals: Failing to include eye-catching visuals can diminish the impact and engagement of your social media ad.
- Missing clear call to action (CTA): Without a clear CTA, users may not know what action to take, resulting in missed conversion opportunities.
- Overusing jargon or technical language: Using industry-specific jargon or technical terms can alienate your audience and make your ad less relatable.
- Neglecting testing and iteration: Not testing different variations of your ad copy, visuals, and CTAs can prevent optimization and improvement over time.
- Failure to track and analyze metrics: Neglecting to monitor ad performance metrics and analyze data can prevent you from understanding what works and making necessary adjustments.
Fast-Track Your social media ad copywriting using an AI Ad copy generator. Here are the benefits of using an AI ad copywriter:
An AI ad copywriter can provide several benefits when it comes to writing social media ad copy:
- Efficiency: AI can generate ad copy quickly, saving time and effort for marketers.
- Data-driven insights: AI can analyze vast amounts of data to identify patterns and preferences, helping to create more targeted and effective ad copy.
- Language and tone optimization: AI can assist in crafting ad copy that aligns with the desired language, tone, and style, ensuring consistency and brand voice.
- Personalization: AI can generate personalized ad copy based on user preferences, demographics, and behavior, enhancing engagement and conversion rates.
- Multivariate testing: AI can automate the process of testing different variations of ad copy to determine the most effective messaging, improving campaign performance.
- Keyword optimization: AI can suggest relevant keywords and phrases to optimize ad copy for search engine visibility and performance.
- Grammar and spelling checks: AI can help catch errors, ensuring the ad copy is error-free and professional.
- Adaptable prompts: AI can generate ad copy based on specific prompts, allowing marketers to customize the desired messaging and focus.
Want to Write Ads that Captivate Audience and Generate More Sales?
Frequently Asked Questions(FAQs)
What is a Facebook ad copy?
A Facebook ad copy is like any other social media ad copy written with a purpose of articulating the hook for the audience. It offers the potential audience a reason to take a desired action and convert into a potential lead or a customer. The goal of conversion could be anything ranging from getting video views or selling an offer.
How do I write a Facebook ad copy?
Facebook ad copywriting in any format is fairly simple, if you can follow the basic guidelines:
- Keep your audience in mind and address audience personas
- Write succinct, to-the-point and engaging content
- Introduce solutions to problems or target audience’s aspirations
- Include a Call to Action that matches your ad strategy
- Add visuals that complement the copy and compel readers to take action
How do you write a good copy on Instagram?
Writing a good copy for instagram ads or captions is easy. Here is all you need to do:
- Maintain a natural flow – Use inspiring visuals and complement the visuals with an informational copy
- Keep the copy simple and easy to read
- Engage your audience using stories or useful facts
- Include a Call to Action that aligns with your goals
- Limit hashtag use to specific hashtags only
Social media captions writing is not entirely copywriting, though the former is quite similar to the latter. A really good social media caption is primarily informational in nature. However, copywriting’s primary purpose is to either build the audience’s interest or to compel them to take a desired action.
Suggested Read: Building Blog Audience – 9+ Effective and Easy Ways
What is the difference between copies and content?
Acclaimed authors describe copy as anything written with a specific goal in mind. It can be anything ranging from sales funnel copies, social media updates, blog posts, and email newsletters. On the other hand, content is anything that describes something or fulfills a goal for the organization. Content can be for anything such as press releases, news, video transcripts, or product descriptions.
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