What's Working Well With Ad Copy Right Now?


Phew. Black Friday is finished. If you blinked, you probably missed it! It was a very hectic but none the less exciting and rewarding time for us here at Social Nucleus.

But now it’s over, it’s left us with some extra time to focus on other aspects of the business before the Christmas rush. I’m sure everyone else is in the same boat, so what better time to sit down and really think about your ads, specifically your Facebook ad copy techniques.

As we’ve established before, an effective ad needs more than just strong content. Ad copy is equally as important. From long to short-form copy, emojis to no emojis, we see many trends throughout the year. Effective and popular copy changes all the time, and what worked for you 6 months ago, might not do so well today.

So, we’ve sat down and put together the things we see working well in ad copy right now.

Using discount codes, offers, and sales

Discount codes. Of course, this is the time of year over any, that people are looking for a bargain. Whether that be free delivery, a 10% discount, or even a freebie with a purchase, any kind of offer will be appealing to customers this time of year. With Black Friday out of the way, now is the perfect time to throw some Christmas deals around and retain all those new customers you’ve discovered from Black Friday. If you seem to match or even beat your Black Friday deals, you’re on to a winner.

Short form copy / one-word sentences

A trend we’ve seen a lot recently is short-form copy. One-line copy. One sentence copy. We’ve even seen some brands go as far as to use one word. If implemented correctly, and paired with the right content, it’s a very effective way of advertising. It makes your brand seem established. You don’t need to try and sell your products. Customers’ don’t need to see your USP’s. Your product sells itself.  It’s a very risky technique, and you need to ensure you use short-form copy in the right way. We’ve seen this work for a lot of our premium, established clients, those who don’t necessarily have to push hard for sales.

Pain points – focus on benefits not features

And finally, and possibly the best ad copy trend we’ve seen is a focus on pain points. A lot of brands have started to push on customer psychology. Something we’ve tried to do is to focus on the struggle’s customers have in their everyday lives, that can somehow be improved or even fixed with our product. Don’t focus on the benefits of the product and we’d even go as far as to say abandon the USP push a little. Instead, focus on how having it, will benefit the customers life. How will your product make their life easier? How will it make them feel? Take all of these things into consideration when writing your upcoming ad copy.

So, there you have it. The 3 things working well with ad copy right now. Have you noticed any other trends that we haven’t? We’d love to hear over on our LinkedIn page!

If you think you need a bit of help smashing your ad copy, get in touch with the team today for a free consultation on how we can help your business!