social media ad copy

Social Media Ad Copy: 5 Qualities of High-Performing Content

Think that social media ad copy doesn’t matter? Think again.

More than half of the world’s population, accounting for over 4.7 billion people, currently uses social media in some capacity. That’s why it’s critical that you’re producing social media ad copy that resonates with your audience, encourages engagement, and shows off your brand voice. If you’re not advertising on social media, you could be missing out on massive sections of your audience.

Social media ad copy should be as unique as your brand itself. There are countless approaches to social media advertising, and it might take some time to get it right. If you’re noticing that your ads aren’t performing well, the copy may need some improvement. Here are five aspects of high-performing social media ad copy to consider when crafting your own ads. 


Social media is all about getting your audience to engage with your content, and customization is a surefire way to do that. Don’t try to target everyone with your ads, but instead, narrow down your target audience and get to the core of why they should care. Remember to keep your copy authentic, though; audiences can immediately tell when you’re not being genuine and are far less likely to convert. 

Of course, you can use your ad to highlight your audience’s pain points and show how your product or service can be a solution. But you can also use demographic information like age and gender to further customize your ads. These personal touches mean that audiences will get more out of your ads and will feel like they’re really being understood, helping to build their trust in your brand. 


With how quickly we all tend to scroll through Facebook and Twitter, companies don’t have much time to gain the attention of audiences. (Even though we spend an average of around 2.5 hours on social media every day, the majority of that time is spent simply scrolling.) But when your social media ad copy is effective, it doesn’t have to be long. You can get your message across quickly and still make sure your ad sticks in the minds of readers. 

Cut out the extra details and get to the core of your message. You can expand on the topic on your website or in blog posts, but when it comes to social media ads, shorter is better. Of course, the standard length of ads can vary depending on what channel you’re posting to. You can condense or expand your ad based on the platform you’re working with at the moment. 

social media ad copy

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Visual Appeal

Social media ad copy includes so much more than just the text; visual appeal is equally, if not more, important. Users aren’t likely to stop mid-scroll to read a big wall of text, but if you include an image or video to grab their attention, there’s a better chance that they’ll stick around. 

Your photo or video should have a clear connection to the message you’re trying to send or the product or service you’re providing. Plus, you can integrate your ad copy onto the image itself to make the ad look more coherent and put-together. You might even consider adding emojis within the text itself not only to add visual appeal but also to provide a light and fun tone. 


Worried your audience won’t buy into the message you’re trying to pitch them? Make sure it’s relatable. Social media is meant to be a relaxed environment, so ads with overly “salesy” language aren’t likely to go over well. Your regular social media posts are probably quite casual as well, so integrate that same tone into your ads. 

Instead of overtly trying to pitch a product or service, try to adopt an advice-giving voice. Audiences will be more receptive to your ads if they have a conversational tone and don’t simply try to push a product. Don’t be afraid to use casual phrases or ask your audience a question at the end of the ad. Just remember to engage with those who do reply! 


You’ve only got a couple of seconds to get your audience’s attention before they scroll away, so your social media ad copy has to be effective fast. You might choose to pose a question or use a shocking statistic at the beginning of your ad, or you may format your ad with bullet points or another unique way of presenting your information. 

Focus on improving the first line of your ad copy to ensure it’s intriguing enough for audiences to keep reading. If there’s a trending topic you can relate back to your ad, try to integrate it (just be aware of how long your ad will be running and whether the content will be relevant throughout your entire campaign). You might even consider doing some A/B testing on your ad openings to see which version resonates best with your target audience. 

Get Effective, Engaging Social Media Ad Copy from WriterArmy

Social media, when used correctly, can be one of the most successful avenues for expanding your audience and increasing awareness of your brand. But coming up with the perfect social media ad copy for your current campaign can be tricky. That’s where WriterArmy comes in. WriterArmy is an award-winning content creation and content marketing agency helping clients from around the world advance their digital marketing strategies. Contact us today to see how we can help your business do the same. 

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