For the past years, social media usage has remarkably increased; from users spending 90 minutes daily in 2012 to spending more than 153 minutes daily in 2019. Several studies have concluded this will continue to increase in the coming years.

Nowadays, people use social media to catch a break from stressful things or to kill time while waiting for their food to be served, etc. Many users who don’t have time to watch the news at home rely on social media and other online platforms to find out what is going on around them. Hence, it is only natural that social media would become a preferred platform to advertise various products/services.

While they spend a lot of time on social media, users mostly scroll through the posts they see every day. They often only engage with posts that they find relatable or interesting. This is why ad copies play an important role in catching the attention of users and guiding them through the conversion process. 

Some tips that you can follow are:


  • Identify your target audience

To determine the most appropriate way to deliver your message, it is important to identify who your target audiences are and where they are on the conversion funnel. After all, you don’t want to sound too pushy in selling your products/services to users who are not familiar with your brand.


You can create a set of copies for each stage of the conversion funnel:


  • For top-of-the-funnel users or users who are still in the awareness stage, use ad copies that describe your products or services. This is the stage where you introduce your brand, your products/services to your target audience. The end goal for this is to let users know that you exist.


  • Middle-of-the-funnel users are those who have already heard about or have developed a feel for your brand. For this type of ad, emphasise how your products/services can benefit or help the users. Provide more information about your products/services and how they can solve their problems.


  • Bottom-of-the-funnel users can be considered as warm audiences who already know what you offer and how it can be beneficial to them. The copies you use for these ads may contain promos and discounts to convince the user to stop looking elsewhere and buy the products you offer.

  • Use language that is aligned with the brand’s tone

When writing ad copies, it is important to make sure that the tone and language you are using is similar to your organic posts. Otherwise, it might confuse users who see both your organic posts and social media ads.

You may use industry-related words that your target audience is familiar with. It makes the message easier to understand and it helps users to identify your brand when they see your ads.

  • Emphasise urgency

When you write ad copies, use words that will convince users to buy your products/services. You can take advantage of their fear of missing good deals for products that they intend to buy in the future, but not immediately.

You may include exclusive deals/offers or mention limited availability of products/services to encourage your target audience to respond to your call to action.


  • Write different copies and test

You can often find articles that mention keeping copies short is always the key. However, this is not always guaranteed. There are still some users who prefer reading detailed ad copies that give them a better understanding of the brand and its offers.

The key here is to create different ad copies and perform a split test to see which one resonates best with certain audiences.

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