Is Longer Copy Better for Social Media Ads?

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I’ve addressed the significance of copywriting for Facebook and Instagram adverts. Many entrepreneurs default to brief copy — a number of sentences, max — assuming that their viewers won’t learn extra. But that isn’t correct, in my expertise.

Consider an experiment from AdEspresso, a platform to optimize adverts on Facebook, Instagram, and Google. In 2018 it examined seven Facebook adverts starting from one sentence to 6 paragraphs. The greatest performers have been the longer adverts.

Why is that this? Many seasoned advertisers consider the costlier the merchandise, the extra copy is required to persuade the reader. Certainly that’s true. However, we additionally know that prolonged copy can drive response for even modestly priced items.

NTWRK is a cell procuring platform that blends ecommerce with leisure. It summarizes a typical buy journey in an “awareness spectrum” — from “unaware” to “most aware.”

NTWRK’s “Awareness Spectrum” describes a typical buy journey as migrating from “unaware” to “most aware.”

Long copy can take a prospect from “problem aware” (e.g., my kitchen cupboards are disorganized) to “solution aware” (e.g., I would like extra storage containers) to “product aware” (e.g., I ought to take into account Tupperware gadgets) to “most aware” (e.g., I’ll purchase extra Tupperware from XYZ web site).

Let’s have a look at some examples.

Long Copy

In the display seize beneath, an advert from the birth-control app Natural Cycles makes use of long-form copy. It’s focused at ladies who’re drawback conscious (“hormonal birth control is making me sick”) and even answer conscious (“I need a new birth control method”).

Copy of ad text on Instagram for Natural Cycles, a birth control app.

Natural Cycles, a birth-control app, makes use of long-form copy to maneuver readers from drawback conscious (“hormonal birth control is making me sick”) to answer conscious (“I need a new birth control method”).

The complete advert is a testimonial from a person. It addresses the subject in a sensible, delicate method. It seamlessly takes the viewers from “problem aware” to “product aware.” The low cost code entices readers from “most aware” to purchase.

Next, take into account the instance beneath from Melanie Aubert, a content material marketer. She deployed long-form copy for a “Cash Converting Content” course. Products or companies which can be advanced primarily based on what’s included usually require prolonged explanations. That’s the case with Aubert’s advert. It offers crucial particulars — “50+ posts,” “High Converting Writing Methods,” “6-month Content Calendar.” The impact is to take a reader from “unaware” to “most aware.”

Instagram ad for a

This Instagram advert from Melanie Aubert deploys long-form copy for a “Cash Converting Content” course. Products or companies which can be advanced primarily based on what’s included usually require prolonged explanations.

Short Copy

To make certain, there are various cases the place shorter copy is best.

For instance, many merchandise are well-known — e.g., Levi’s denims, Nike footwear, Tide laundry cleaning soap. Consumers are conscious of this stuff. There’s no must make them conscious of the product or its use. Thus shorter advert textual content is probably going applicable.

Moreover, extremely focused adverts typically require much less copy. Take the instance beneath from Reformation, a clothes firm in Los Angeles. The advert is aimed toward females who’ve demonstrated an curiosity in style and clothes. The physique copy comprises simply 5 carefully-chosen phrases: “30% off everything. Shop responsibly.”

Reformation clothing ad on Instagram

Shorter copy is suitable for well-known merchandise and for highly-targeted adverts, akin to this instance from Reformation, a clothes firm, which is aimed toward females who’ve demonstrated an curiosity in style and clothes.

Testing Is Key

As with any type of advertising, testing is essential. Try lengthy, well-written copy in your adverts, social media posts, and different advertising supplies. Your viewers might learn it and reply accordingly. “Writing Instagram Captions to Drive Sales,” my article final spring, provides tips about brief and long-form copy for that platform.