Facebook Ads Creative Tips

Copy and Creative Tips for Social Ads

Author Ellie Fairchild 4 min read time

As a follow to our recent ‘Facebook Ads in 2020’ Webinar, I thought I’d share my top tips on copy and creative for social advertising and what I’ve seen working of late.

Copy Tips 

Everything about social is so fast-paced. According to studies, you have 2.7 seconds to catch someone’s attention. In social media advertising, it is crucial for your ad to stand out from the noise. 

If your targeting is correct, the next key is to resonate with your audience by mimicking the brand’s tone of voice. To do this it helps to get to know and understand your audience.

Follow a goal, be clear and get straight to the point. This can also be done through your CTA (call to action). As stated, you have to capture people quickly. 

Testing longer copy vs shorter copy

I feel like this is an important factor.

It should also be noted that your copy will differ for the different stages of the funnel. For example, the copy for Top and Mid Funnel shouldn’t be the same for Retargeting. Top and Mid should essentially be an introduction to your brand.

For higher funnel ads you need to think as if the person you are targeting has never heard of you, who you are or what you do.

On the flip side, your Retargeting audience is different as they already know who you are – all you have to do now is persuade them to follow through with an action.

On the whole, I think getting to know and understand your target audience really helps to make an impact. Creating the right tone of voice is key.

Once you have resonated with the type of person you are trying to target, the copy just flows. Personally, I feel that conversational copy is on-trend for 2020, but clearly to do this well requires an understanding of who you are talking to.

After all, you are more likely to interact with something that talks specifically to you.

Creative Tips – what works?

Different types of creative work for different platforms. Personally I’ve found that brighter images work better on Facebook and Instagram.

Video creative, in particular, typically converts better on Facebook rather than Insta. Videos tend to work well when they’re shorter, ideally under one minute, any longer and they distract from the direct action.

Short bright videos with a tall aspect ratio can also be very effective due to taking over a large portion of the newsfeed on mobile devices.

In terms of ad formatting, cliche, but simple is most effective.

We usually see the best ROAS from the basic single image ads with a 1:1 ratio. GIFS in this ratio can be really creative and a bit different, therefore they are a useful feature when wanting to stand out from the white noise. 

The basic single image format is also successful on other platforms like LinkedIn.

We’ve seen that when incorporating relevant STATS to feature on an image, CTR increases. Another tip for LinkedIn creative is to put it simply, images of humans work better than images of things…

Like STATS, reviews or testimonials also work toward developing a sort of trust between your brand your target audience. 

So, there you go. To put it simply, avoid dark images with too much text!

Let us know in the comments below if you agree with our thoughts or if you have some top tips of your own to share…


Ellie is an experienced content writer with a demonstrated history of working in the publishing and digital marketing industry. Skilled in Paid Social, Journalism and Creative Writing, Ellie’s day consists of the management of social accounts and a variety of platforms such as Facebook, LinkedIn, Instagram and Pinterest.