Six Tips for Writing Social Media Ad Copy That Converts

As many a business owner has discovered, writing ad copy for social media is more complicated than it initially seems. Throwing up a pretty picture and a few words off the top of your head is unlikely to convert into traffic and sales. There is a real art to writing good social media ad copy, but it’s something you can learn with some knowledge and a little practice. 

Here are some tips you can use to transform your flat copy into social media copy that packs a punch.

Be A Problem Solver

They say that the best products are invented when someone sees a need and creates a product to fill the gap. The same goes for social media ads. Life is full of challenges, and people are always on the lookout for ways to make their day-to-day happenings easier. You can grab the attention of existing and prospective customers in your social media ad copy by explaining how your product/service solves a problem for them. For instance, you can lead with a question about how the problem affects them and then briefly explain how your product/service eliminates the issue.

Be Real and Know Your Audience

Everyone’s seen their share of cheesy ads on social media. When you’re brainstorming ad copy for social media platforms, think about the kind of ads that capture your interest and make you want to click. Customers appreciate honesty in advertising. Remain genuine in your message. You also need to have a clear understanding in mind of the audience you’re speaking to so you know how to approach your pitch. 

Pique Their Curiosity

Your social media ad copy should clearly grab your audience’s attention with why they’d need your product/service and then state what you’re offering. Starting with a question is a good way to approach writing this type of ad. For example, ‘Struggling to write your own ad copy? Discover the trade secrets to simplify the process.’

Give Some Direction

You may not like to be bossy in your everyday life, but in your social media ads, you need to give a little direction. Once you’ve caught their attention, you need a call to action (or CTA) to let them know what you want them to do. Phrases such as ‘call now’, ‘click here to shop’, or ‘learn more’ let potential customers know how to get to you. You don’t need added details here about the product/service itself. Copy on social media platforms is meant to be attention grabbing to entice browsers to click. Once you get potential customers to your landing page you can be descriptive because now they’ve asked for the extra information.

Be Succinct

There are times in life when you want to be flowery and descriptive. Writing effective social media ad copy is not one of those times. Most people on social media aren’t interested in wading through a ton of description before they get to the intended message. The goal is to catch their eye so that they’ll want to click to find out more. 

Test and Test Again

Often Facebook ad copy and copy for other social media platforms needs some revising to really produce the conversions you’re looking for. This is where split testing comes in. The term refers to testing two different versions of social media ad copy to determine which performs better (more ‘likes’, ‘shares’, ‘comments’, etc.). Ideally, you would only adjust one element of the ad copy at a time to properly determine which change makes the difference. 

For example, you could adjust the headline, the call to action, or any other facet and test it against the original to see which version performs the best. In this way you’ll refine the copy down to the absolute best performing combination. That said, you may not have time to tweak your ad a little bit at a time. If you’re under a time crunch then coming up with two completely different sets of copy and split testing them against one another to see which converts the most is probably the best course of action.

Bonus Tip: Trust the Professionals

Still questioning where to go with your social media ad copy? At Bloom Ads we live and breathe marketing. The marketing game is ever-changing and we make it our job to stay on top of those fluctuations. Check out our website to learn more about our services.

What is Social Listening? Plus How to Do It Well

A key component of marketing for any business is audience research. That means not just measuring how specific marketing campaigns are being received by your target audience, but also checking the pulse on your general brand sentiment. Insight about how people feel about your product, service, or brand as a whole allows you to make wise pivots to better serve your customers – and hopefully gain more in the process. This is the very ethos of social listening.

If you’re new to the concept of social listening, you may be wondering what it is and how it differs from social media monitoring. Below, we’ll break down the role of each of these brand monitoring techniques, their relationship to each other, and how to incorporate social listening into an existing social media strategy.

What is social listening?

Listening is an exchange of feeling or information between two people – one person communicating the sentiment and the other receiving it. Good listening is active and empathetic and may lead to action addressing the sentiment communicated.

Think, for example, of an exchange with your boss where you may communicate that you’re interested in gaining a particular skill set. If your boss is a good listener, they wouldn’t simply hear this information and send you on your way – they may also begin giving you assignments that allow you to develop that skill set. While this all may seem obvious, it can be immensely helpful for marketers to approach the concept of social listening from this basic truth.

The social listening experts at Hootsuite define social listening as a process that looks beyond data to “consider the mood” behind social media posts, mentions, or conversations about your product or brand. In other words, social listening consists of:

  • Tracking what people are saying about you on social media
  • Considering why they’re saying it
  • Taking concrete steps to engage with and/or address the sentiment

How is social listening different from social media monitoring?

While definitions vary, social media monitoring generally means collecting and analyzing data from social conversations. This usually consists of using social media monitoring tools that can quickly and efficiently gather lots of data from all the social platforms you’re using. Social listening, on the other hand, gets at the why of those social conversations and the how of addressing them with positive actions.

Rather than thinking of social listening and monitoring as two separate components of social media marketing, you can see them as existing on a spectrum, where the more you engage and enact informed change – whether that’s responding constructively to a negative review or shifting your entire brand strategy – the further you move from simply monitoring toward actually listening.

What are the benefits of social listening?

Turn insight into engagement. Social listening implies a dialogue rather than a one-sided exchange. By truly listening to what people are saying about your product or brand, you create an opportunity to in turn provide them with value that is specifically tailored to their concerns, strengthening your relationships with your base.

Address PR problems right away. Social media can be a double-edged sword for marketers. While you can use social to get the word out about your product or brand in the blink of an eye, so can unhappy customers. Let’s not forget that one of the daggers that brought down the notorious Fyre Festival was a viral Twitter post featuring a picture of a cheese sandwich. Social listening gives you an opportunity to address or neutralize PR disasters before they spin out of control.

Gain competitor insight. Social listening doesn’t just give you insight into your own brand sentiment. It can also help you learn how your customers think about you in comparison to your competition. You can use this comparative analysis to fill in gaps in your own strategies or learn from your competitors’ mistakes before making the same ones yourself.

Anticipate customers’ pain points. It’s a marketer’s job to address customers’ pain points, but in order to do this well, a brand must know those pain points in the first place. Social media is a great place to figure out firsthand what your customers care about and need.

Discover potential influencers and evangelists. It’s one thing to use social listening as a way to engage with unhappy customers, but it can also bring you into contact with people who love you – and are saying so online. If you notice positive word-of-mouth marketing happening online – for example, someone posting a picture of themselves at the latest marathon they’ve run with a caption raving about your brand’s running shoes – consider reaching out to these potential brand evangelists.

Maintain customer relationships and acquire new ones. Social media is a great place to maintain good customer service with concise, well-constructed replies to customer posts or questions. This not only helps keep existing customers happy but communicates your value to new customers as well, showing them that you’re committed to taking care of them.

How to Make Use of Social Listening

1. Outline your goals.

In order to set your brand up for success, define your goals upfront. Are you looking for general brand sentiment? Conversations about a specific product? Insights on a particular user demographic? Decide what you want to listen for and how you’ll track those conversations. You’ll need to take careful inventory of your brand or product name and social handles, those of your competitors, relevant hashtags, and/or industry buzzwords.

2. Find where people are talking about you.

The most common social listening battlefields are Facebook, Twitter, Instagram, LinkedIn, Yelp, YouTube, or even Reddit, or anywhere that marketing happens. Not all platforms will be relevant for all brands, so determine where your customers are hanging out.

3. Pay attention to your competitors.

Remember, listening to audience sentiment about your competitors helps in two ways: it gives you a comparative analysis of your own strengths and weaknesses, and lets you learn hard lessons without making the mistakes yourself.

4. Use insights to take informed action.

Without action, social listening is simply social media monitoring. While they’re both important, social listening lets you engage with your customers in a meaningful way that can have more far-reaching benefits, including word-of-mouth marketing and customer acquisition.

Social listening does require effort and data, and there’s a wealth of automation tools that you can use to make the process more efficient. But at the end of the day, it helps to have experts who know how to measure results and use them to make wise pivots, whether that be on social media or traditional advertising venues like television or radio spots. That’s what we do here at Bloom Ads. Learn more about our services today.

How Does Social Media Affect Advertising?

Social media is the perfect tool for making sure your message reaches the right audience.
Whether you like it or not, social media is here to stay – and it’s definitely made its mark in the world of digital advertising. While traditional avenues like TV, radio, and print ads are still vital tools, companies that fail to adapt to the role of social media in advertising put themselves at a disadvantage.

This doesn’t have to be bad news. It may take some research and a little advice from the pros, but with the right tools and strategies, even technophobes can make concrete changes to their online presence that take advantage of the benefits social media offers.

Below, we’ll outline the state of social media in advertising and provide some pro tips for making good use of social media in your own marketing campaigns.

How Does Social Media Affect Advertising? A Look at the Data

Even the most cursory glance at the world around you offers plenty of evidence that social media is king. We’re constantly checking our devices for notifications from platform after platform, whether for work or personal reasons – often both. Facebook Ads have become ubiquitous, influencer marketing is a vital part of the industry, and user-generated content continues to gain traction.

It’s also obvious to many of us that users continue to find ways to block or ignore ads. We probably even do this ourselves.
But what do the numbers actually tell us? Let’s look at some statistics.

  • As early as 2006 – before Facebook even took off – it was estimated that the average American saw 5,000 ads a day. That figure is believed to have grown significantly since then.
  • As of 2019, Facebook has 1.69 billion users worldwide.
  • After reaching its 10 billionth tweet just four months prior, Twitter doubled that amount to reach its 20 billionth tweet in August 2010.
  • Companies are continuously developing products specifically to help consumers block ads. Such products have evolved from TiVo to ad-blocking browser plug-ins, many of which can be downloaded for free.

What do these statistics mean for advertisers in a digital landscape? Because social media puts so many people together in one “place,” advertisers have caught on to its amazing potential as a platform to broadcast their messages. But many argue that this has created ad fatigue for users, making it ever more challenging for marketers to cut through the noise.

Let’s break down some of the effects of social media on advertising.

Three Impacts of Social Media on Digital Marketing

1. Social Media Helps Communicate Value by Segmenting Markets

Most advertisers would agree that marketing is about communication and value creation. Well, social media is designed for just that. Social networking functions as a way to connect vast numbers of people from all walks of life and all across the globe – and that means connecting brands and consumers. With a built-in audience, social media provides amazing potential for boosting brand awareness.

But social media does more than just hand advertisers a virtual loudspeaker. In fact, advertisers already know that simply blasting a one-size-fits-all message without targeting the right audiences can actually negatively affect returns on investment.

This is where social media’s true strength comes in. Because of its amazing ability to target specific groups of people using powerful data and algorithms, social media is the perfect tool for segmenting markets so advertisers can actually reach the right people.

2. Social Media Turns Consumers into Message Creators

Because social media gives both brands and individuals a voice and a platform to express it, it has changed the way we send and receive messages. Social networking removes many of the barriers to expression that exist in more traditional advertising models. Companies can spend millions on a TV advertising campaign, but it doesn’t cost anything to create a Facebook post.

More importantly, social media creates the ideal space for word-of-mouth marketing and “buzz” – two things that are becoming more and more crucial in a marketing landscape where consumers value transparency and trust over what they perceive as deceptive or aggressive “sells”. Though it comes with its own pros and cons, companies are increasingly taking advantage of these values by making use of user-generated content and influencer marketing.

3. Social Media Reduces Marketing Costs and Boosts ROI

While it can present a challenge to marketers more versed in traditional mediums like TV or print, social media tends to be much less expensive if used wisely. Between the low cost of posting on social networks and the huge exposure potential of word-of-mouth marketing, social media can drastically increase the profitability of spreading your message.

Not only does social media boost your returns on investment by cutting costs, but it also provides customer insights you can use to further hone in on your target audience with the right products (and messages).

Tips for Reaching the Right People Through Social Media

When potential customers have so many messages competing for their attention on a daily basis, how can marketers cut through the noise and meet customers’ needs profitably? The key is to use social media to your advantage by zoning in on your audience and creating authentic relationships with consumers, proving your service or product speaks to their values and can meet their needs.

We’ve included some tips for how to do this below:

  • Get on multiple platforms. Facebook, Instagram, and Twitter are pretty much non-negotiable, with LinkedIn not far behind, especially for products or services geared toward a more professional cohort. Coordinate campaigns across platforms so your consumers perceive a cohesive, seamless experience across your brand presence.
  • BUT – Don’t just blast every platform. Tailor your posts to the platform’s strengths. Think visual/video content and hashtags for Instagram, more verbal content for Twitter, and content targeted at industry professionals for LinkedIn.
  • Utilize customer insights through data analytics, and make use of social media’s segmenting potential to target the right audiences with the right messages.
  • Consider user-generated content and influencer marketing – but carefully consider the costs and fit for your brand. When you pursue these campaigns, you’re putting your brand into the hands of outside parties, which comes with its own risks and rewards.

The Pros at Bloom Ads are Here to Help

Want to make the most of social media’s role in advertising but not sure where to start? Don’t worry – the professionals at Bloom Ads have plenty of experience in digital marketing to go around. Contact us to get started today!

Bloom Ads Global Media Group | 818.703.0218 | info@bloomads.com
20720 Ventura Blvd. Suite 140 Woodland Hills, CA 91364