In this article, you’ll discover six tips for writing social
media ad copy that converts.
6 Tips for Writing Social Media Ad Copy
That Converts by Ashley Ward on Social Media Examiner. #1: Extend
Your Brand Voice to Your Ad Copy
Every business needs to have its own voice, one that mimics that
of its followers. When users scroll the feed, they should be able
to recognize your brand voice immediately.
If your brand is more of a cargo short and t-shirt vibe, avoid
using words that reflect a suit and tie mentality. The wording in
your ad copy needs to mimic your other posts and include
the language your demographic uses. Incorporate
local lingo, slang, and grammar to match. Yes, how you
spell the words in your ad makes a huge difference here.
The same goes if you’re a B2B
that uses more professional and business-like language when you
speak and write. Mimic that style in your ad copy.
#2: Clearly Communicate the Who, What, When, Where, and Why
social media ads not only need to include a call to action but
also answer the who, what, when, where, and why. Communicating
these details helps ensure users have all of the information they
need to know so when they do engage with the ad, they become a warm
engagement and not just a casual liker who double-taps on
everything they scroll through.
If you look at this WeWork ad, here’s how they answered each
- Who: WeWork
What: Flexible workspace for any size
- When: Today
- Where: WeWork offices
Why: Because they’re here to help my
Go back to the social media ads you’re currently running. Does
the ad copy answer the who, what, when, where, and why for the
user? It should, and if it doesn’t, pause, edit, and republish
If you’re having a hard time trying to get an answer for all
of the W’s above, think about your target demographic’s
pain points. For WeWork, their target demographic is
startups that need office floor plans from a business that can
customize them. To make a great story out of your ad copy, you need
to know your audience and understand not only what makes them tick
but also what they need.
#3: Test Ad Copy Length for Performance
On some social media platforms, you have the option to use
longer ad copy, but that doesn’t necessarily mean you should use
all of that real estate. If you can communicate your call to action
or primary point in three to five words, do so.
Some social media experts argue that shorter copy is more
effective, while others say longer copy converts better;
split testing will help you discover which copy length your
audience prefers. What’s most important is getting to the point
and ensuring users understand the message you’re conveying.
In the WeWork ad above, the point is crystal clear. The ad is
both informative and provides an incentive for users to act. If you
want to take a tour of the WeWork offices because you’re looking
for a custom floor plan for your new startup office space, click
Learn More and schedule a visit.
The imagery is an added bonus and harmonizes the text point
perfectly by showing the interior of a WeWork custom office floor
plan. The image helps paint the picture of what the text is
The more engagement your social media ads receive, the more
those social platforms will want to show your ad—given budget
restrictions, of course.
If you’re competing with businesses that have large ad
budgets, focus on creating ads that followers naturally
want to like, comment, share, or even click through.
A/B test different ad copy, ad copy length, and
jargon to better understand what makes people click.
Once you have that data, it’s time to amplify. Put a
majority of your
budget on those sweet spot ad copy
ideas and set the rest aside to go back and A/B test even
more. Remember, testing never ends. People’s preferences change
as fast as technology changes. When photography gets better, and
videography becomes more accessible, we only want to engage with
#4: Combine Your Copy With Complementary Visuals and Targeting
One of the reasons users flock to social media platforms is to
take a break and be entertained by what they read and see.
They’re bored at the DMV, they’re waiting for their food to
arrive at the table, or their attention span of 3 seconds has
expired, and it’s time to look down at their phone again.
Whatever the reason, it’s important that both your text and
content space are harmonious. Having creative to enhance your text
is like adding extra-credit points on a quiz. Your text gets the
call to action (the primary point) made, but the visual further
communicates that point.
I’m a bride-to-be who’s also a business owner and
entrepreneur, so Ringly’s targeted ad stopped my scrolling
fingers in their tracks specifically because of how they combined
the text with the image.
After looking at the ring and being impressed, I then gazed up
to read the ad copy. Hmm, what’s a “smart ring”? Naturally,
my eyes then scrolled down to the headline and then it made sense:
It’s a personal assistant inside the ring. Now I’m intrigued to
Make sure all of the components of your ad (the
description, headline, URL) all work together and
deliver a story to users. This will make users
more likely to want to learn more and not just “like” the
#5: Align Your Ad Copy With Specific Sales Funnel Targeting
Ad copy is essentially sales copy. But with social media ads, it
can’t look or feel like sales copy at all. There is no intent on
social media platforms so you can’t come in with a hard sell like
you can on
AdWords. That’s a big reason why the conversion cycle for
social media ads can take a bit longer than other marketing efforts
and have more hurdles to jump through.
To help get around the anti-sales hurdle, think of the TOFU (top
of the funnel) > MOFU (middle of the funnel) > BOFU (bottom
of the funnel) strategy. While this entails creating lots of ads
and custom audiences, the results will make it worth the
This ad is designed for the top of the
funnel sales copy. It’s light, harmless, and a friendly
neighborhood wave. Your ad copy should let users know that
your brand or business exists and you’d just like to say
hello. You’re not trying to sell or force users to take any
action with this ad. I repeat, no selling!
This is a very soft touchpoint. Each person who engages with
this ad gets categorized into a new
custom audience and is shown a MOFU ad.
All right, now they know you exist. They’ve heard your brand
voice, seen imagery to match, and developed a light feel for who
you are. Now let them know how you can help. In
the ad copy, explain what you provide and what pain points
Again, you aren’t selling yet. You’ve waved to the user from
across the street and are now knocking on their door with a plate
of freshly baked cookies. All of your TOFU audiences that engage
with this ad get placed into a separate custom audience, a warmer
Now’s the time to ask for the sale. Here’s
where you include the discount code, the hard call to
action, the immediacy, the full story. You already have a
audience that knows your brand and understands what you offer.
Now give them all you’ve got and convert those users.
Anyone who engages with this ad is officially a hot lead and
more likely to convert than the nice TOFU audience that waved back
from across the street. You’ve officially been invited inside the
house and you have a chance to talk business over coffee in the
A good social media ad isn’t just a high-contrast image or a
45-second video. The ad copy itself can make or break engagement
rates. It’s time to get past the idea that we’re all too busy
Your ad copy needs to inform and entertain social media users to
grab their attention in the news feed. If you’re going to
interrupt them and stop them in their scrolling tracks, give them
something worth their while.
What do you think? Do you use some of these tactics when
writing copy for your social media ads? What tips would you add to
this list? Please share your thoughts in the comments
More articles about social media advertising:
Learn how to create six refined target audiences for your Facebook
and Instagram campaigns.
Find out how to target your prospects and customers using Matched
Audiences on LinkedIn.
Discover seven common factors that impede Facebook ad
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