4 Tips for Writing Social Ads that Work

BY Rachel Cagle
Featured image for “4 Tips for Writing Social Ads that Work”

Social media has proven time and again that it’s a wonderful way to engage with consumers. Younger generations have always flocked to social platforms. And now, thanks to the pandemic’s influence on digital media, the older generations are also active on many platforms. The problem is that simply posting something on social media doesn’t mean that it’s automatically going to be a hit with your client’s target customers. The copy NEEDS to be good. Here are a couple of tips from a Yoast article on how to write social ads that get results.

Writing Social Ads that Work 101

What Voice and Tone Should You Use?

This is the first question you should ask yourself before writing social ads for your clients. Do your clients want to come across as professional, funny, relatable, a mix of many emotions? Yoast points out that, “You can’t read emotions in short copy, so it’s important to understand the voice and tone you want to portray.” Sit down and discuss this with your client. Their voice on social media should be consistent so that their followers aren’t thrown off. Voice and tone don’t necessarily have to be the same between platforms, though. Organizations tend to be more professional on LinkedIn vs. Twitter simply based on what each platform is used for. But, at the very least, you can set a few ground rules for how your client wants to present itself to its customers on each channel.

Keep the Content Brief

Think about your social media viewing habits. Do you stop to read every single post that you see as you scroll through your feed? Probably not. What increases your chances of taking the time to read posts? If they’re short. Writing social ads that grab consumer’s attention means that consumers have to view the content as worth their time to read. They’re more likely to read a short post versus a long one because, even if it ends up not being something they’ll take action on, at least it didn’t take up much of their time. Additionally, shorter posts are often teasers to longer content that the consumer may be interested in. Use the short content to pique their interest and convince them to click through to another resource that provides more details.

Create Engaging Content

You want to show your audience that your service or product adds value to their lives,” writes Yoast. How do you do that? By writing social ads that focus on common problems they’re facing. So, your client’s social ads should:

  • Identify a problem the consumers are likely facing
  • Point out what that problem is costing/​how it is threatening the consumer
  • Finish it with how your client provides the solution to the problem

Again, you don’t have to write out all the details about how your client’s product or service will solve the problem. Tell the audience what they need to know in the social ad and then add a link for them to get more details if they’re interested in solving that problem.

Don’t Forget the Call to Action

You could write the most engaging content in the world, but if you don’t include a call to action, what are your client’s customers supposed to do next? Social media posts need to have a clear purpose to get consumers to take action. Do you want them to visit your client’s main website? Is there long-​form content they should take a look at to get more information on the topic you wrote about? Do you want consumers to click the Buy Now button? Writing social ads that get consumers to take action means making it easy for them to do so. So, don’t forget the call to action at the end of each post!

Now you know how to write social ads that work, but where should you post them? Check out your client's target audience's profile on AudienceSCAN at AdMall by SalesFuel to figure out which platforms they frequent.

Photo by Carol Magalhães