1. Get niche with your content.
In a recent HubSpot study, marketers said Facebook offers the second-best audience targeting tools of all social media platforms, losing out to YouTube by just 1%. That’s one of the best things about it.
With the wealth of information shared on Meta, you can target people using demographics, interests, or even previous activity on and off the platform, among other things. (More on that here.) It only makes sense that you get just as niche with your ad content to match.
For example, imagine you’re an online retailer like Amazon that sells pretty much everything under the sun.
You can easily go general and speak to anyone and everyone, but why would you, when creating ads specific to smaller audiences (e.g., people identifying as women in their 30s, teens who like gaming, etc.) gives you a better chance of earning clicks?
This Old Spice ad is an excellent example of going niche.
Sure, it could appear to be any old canada telegram data commercial for the brand at first glance, but calling out Costco specifically and linking directly to the retailer’s website makes it clear they’re trying to reach a certain clientele.
The more specific you get with your content, the more likely it will strike a chord and resonate with your intended audience.
2. Show people in your media.
Research shows including people in your marketing helps your audience envision themselves using your product or service. In fact, one experiment found that photos of people helped increase a brand’s conversions by more than 95% over other alternatives.
Showing people helps audiences actually picture what their lives could look like if they clicked the button to buy or learn more. It helps eliminate some mystery of what they’re getting into and makes them more comfortable taking action.
Take this ad from Cycling Frog seltzer, for instance. If you’re wondering what trying the company’s product will be like, just take a good look.
The simple but creative ad shows a young, laughing woman buried in confetti and holding a can of Cycling Frog.
The company’s About Us page reads, “Life’s Short. Enjoy the Ride,” and that’s precisely the energy this ad captures.
3. Keep your copy short.
Facebook, like most social media, is an 9 strategies for health in business increasingly visual world. Of course, you want to capture details like your differentiators and main offer but do so as concisely as possible.
Orange Theory does an impressive job with that in the ad below. Not a single sentence (even the fine print) is longer than five words, but it still manages to leave no question unanswered.
What do you get by clicking? A free class united kingdom cell number that will help you build muscle, burn calories, and see results. And bonus: Some smiling faces will be there to greet you as well.
(Side note, but this is also great choice of image, considering its sense of community is another big selling point for the company.)
Pro tip: Incorporate relevant emojis. They can help draw the eye and also make your message appear more friendly and casual.
