I’ve addressed the importance of copywriting for Facebook and Instagram ads. Many marketers default to short copy — a few sentences, max — assuming that their audience will not read more. But that is not accurate, in my experience.
Consider an experiment from AdEspresso, a platform to optimize ads on Facebook, Instagram, and Google. In 2018 it tested seven Facebook ads ranging from one sentence to six paragraphs. The best performers were the longer ads.
Why is this? Many seasoned advertisers believe the more expensive the item, the more copy is needed to convince the reader. Certainly that is true. However, we also know that extended copy can drive response for even modestly priced goods.
NTWRK is a mobile shopping platform that blends ecommerce with entertainment. It summarizes a typical purchase journey in an “awareness spectrum” — from “unaware” to “most aware.”
Long copy can take a prospect from “problem aware” (e.g., my kitchen cabinets are disorganized) to “solution aware” (e.g., I need more storage containers) to “product aware” (e.g., I should buy more Tupperware items) to “most aware” (e.g., I’ll buy more Tupperware from XYZ website).
Let’s look at some examples.
In the screen capture below, an ad from the birth-control app Natural Cycles uses long-form copy. It’s targeted at women who are problem aware (“hormonal birth control is making me sick”) and even solution aware (“I need a new birth control method”).
The entire ad is a testimonial from a user. It addresses the topic in a realistic, sensitive manner. It seamlessly takes the audience from “problem aware” to “product aware.” The discount code entices readers from “most aware” to buy.
Next, consider the example below from Melanie Aubert, a content marketer. She deployed long-form copy for a “Cash Converting Content” course. Products or services that are complex based on what’s included typically require extended explanations. That’s the case with Aubert’s ad. It provides critical details — “50+ posts,” “High Converting Writing Methods,” “6-month Content Calendar.” The effect is to take a reader from “unaware” to “most aware.”
To be sure, there are many instances where shorter copy is better.
For example, many products are well-known — e.g., Levi’s jeans, Nike shoes, Tide laundry soap. Consumers are aware of these items and are often at the end of the purchase journey. There’s no need to educate them on the product or its use. Thus shorter ad text is likely appropriate.
Moreover, highly targeted ads often require less copy. Take the example below from Reformation, a clothing company in Los Angeles. The ad is aimed at females who have demonstrated an interest in fashion and clothing. The body copy contains just five carefully-chosen words: “30% off everything. Shop responsibly.”
Testing Is Key
As with any form of marketing, testing is key. Try long, well-written copy in your ads, social media posts, and other marketing materials. Your audience may read it and respond accordingly. “Writing Instagram Captions to Drive Sales,” my article last spring, offers pointers on short and long-form copy for that platform.