Modern consumers see upwards of 10,000 ads per day.
Yes, ten thousand.
Seems pretty far-fetched, right?
But…when you consider every ad on the radio or on streaming platforms, every billboard you pass on the way to work, those bright signs on the side of the freeway luring you into buy that $5 coffee, every sponsored post you see on Google search results, and the junk in your email inbox AND your snail-mail mailbox, nearly everything you see or use daily is trying to sell you something. Even the brand story on the back of your cereal box is subtly urging you to buy more cereal.
Suddenly, 10,000 ads doesn’t seem so out of the question.
With so many ads to compete with, how can you create advertisements that stand out from the noise and encourage users to actually click? Especially when it comes to social media copy; virtually every company on Earth knows that their ideal client avatar is hanging out somewhere on social media and is creating ads to serve them. How do you remain competitive?
Social media ads, however, can be one of the most difficult forms of copy to write. Many marketers or business owners opt to hire a copywriting agency to write their social media copy, but if you’re more of the DIY type, you can get started using these six tips.
Six Ways You Can Write Social Media Copy That Users Will Actually Click.
- Ads are an Ecosystem: The Importance of Visually Appealing Ads
Let’s start with the basics: social media is a primarily visual medium. Even if you write the best copy in the world, if it’s not optimized for someone scrolling through their feeds on their phone, you’re going to get passed by.
Writing a visually appealing ad means writing ads that someone can see, read, and process in less than three seconds. Concise sentences. Simplified, shorter words. Copy that complements any visuals in the ad (meaning, if you have a high-energy video, your copy needs to reflect this. Don’t confuse your audience with copy that doesn’t match the rest of your advertising).
All of these techniques lend themselves to a visually appealing structure and are more attractive to social media users.
- Concise, Punchy, Copy Earns Clicks
Social media is meant to be entertaining. Snappy, catchy copy is far more likely to garner attention than bland, straightforward messaging. Be creative and use a great hook to catch your audience’s eye (and earn their click!).
Tip: To write creative, catchier social media ads, avoid these 9 words and phrases in your sales copy:
- Realize that the Hard Sell is Dead
The hard sell is absolutely dead. It is 2021; there is no real scarcity on the internet. Phrases like “ACT NOW!!!” “RUNNING OUT!!” “DON’T MISS OUT!!” appear desperate and inauthentic, and the modern consumer knows that if they skip out on your offer, they can find something similar somewhere else with a single Google search.
Ditch the hard sell. Opt to write with confidence instead.
Remember: everyone likes to buy, but no one likes to be “sold to.”
- Zero In On Your ICA
You should always know exactly who you’re speaking to when writing your social media ad copy. Even if your product or service appeals to a wide audience, depending on the platform, your language will likely change.
For example, let’s say you’re selling copywriting courses. If your audience is marketing professionals aged 25-40 who want to make a career shift, they may be on several platforms, but the language you choose will need to cater to where your ad appears.
Lets say for the purpose of this example, you’ve done your research and you know that your ICA is on Instagram and LinkedIn. An Instagram ad selling your copywriting courses will be far more casual and conversational than an ad on LinkedIn, which would typically take on a more professional tone.
- Link to Share-Worthy Content
As mentioned above, social media is used primarily for entertainment. Ads that link to share-worthy, interesting, interactive, or engaging content will not only get more eyes on your content, but will reduce your overall ad spend, and drive even more traffic to your website.
Some of the most commonly shared content on social media are videos, listicles, and unique blog posts. Creating an ad that points towards this type of shareable content will increase your ROI tenfold.
- Social Media & Social Proof: The Ultimate Pairing
Social media is modern day word of mouth, and social proof in action.
Social proof is the psychological phenomenon that people mimic the behaviors of their peers and rely on outside sources when making a decision,
The more social proof surrounding your offers, the more likely it is that you will earn clicks and subsequent conversions.
Using testimonials, quotes, or reviews within your ad copy can pique the interest of those in your target market that are unfamiliar with your brand and who haven’t developed the know, like, and trust factor with your business. Social proof speeds this process up, because people tend to buy things that others can already vouch for. A positive review makes it so that your prospects begin to know, like, and trust you before even doing business with you, simply because their peers do.
Social Media Ads: A Part of a Holistic Marketing Strategy
Although writing actually compelling social media copy can be tedious (and involve a lot of A/B testing and trial and error), it is absolutely worth the effort to do it right.
When your social media ads are working how they are supposed to, your reach, brand awareness, and conversion rates will skyrocket.
Social ads require thorough planning. Even the seemingly smallest details can impact your campaign’s performance and reach. For example, Facebook’s (and Instagram’s) ad platform allows you to target specific users based on parameters such as age, demographics and interests.
A high-quality, relevant and eye-catching image or video. A short description of the offer. One call-to-action. A link that goes directly to a relevant landing page.
Paid social media advertising is a cost-effective way to promote your business. Each platform uses the pay-per-click (PPC) payment model. This means that you pay only if the user takes the action you want. Unlike conventional advertising, this lets you engage with niche markets at a discount.