Good advertising content will easily contribute to generating conversions, thereby creating success for the brand’s marketing campaign. Here are 5 principles I’ve learned from countless experiments with different ad formats on the Facebook platform.
1. Attracting and concise
The first rule is that content should be truly engaging and engaging. Why attract? Because on Facebook, users won’t linger too long on a less interesting article, so they usually only spend a few short seconds deciding whether or not to continue reading the content.
Not to mention, Facebook also has the ability to recommend similar content based on customer search data, so the ad content you create must be really different and impressive to be able to compete with those recommendations.
2. Keep it short
The content of the Facebook post should not be too wordy. Unlike PR posts, blog posts, SEO posts, you can write from 600 to 1500 or even 2000 words, but on Facebook, you should only limit the number of words to about 100-300 words. For articles with topics related to real estate, technology that need in-depth analysis or a lot of information, you should deploy longer articles to about 400 words. In my experience, the ideal ad length would be around 250-350 words.
3. Easy to read, easy to understand
The content Facebook displays on phones is often limited to very small space, and users tend to quickly skim through sections they are not interested in. That leads to how to present that content so that it is easy for them to read, easy to understand is extremely important. So, you can break the paragraphs out for easy follow-up or decorate them with a few lively, eye-catching icons to create attraction. At the same time, beautiful and on-focus images are also an important part of keeping users staying to see advertising posts on Facebook.
4. Persuasion
The content you give must be persuasive to customers. Because in today’s market, they have too many different choices and are often distracted by a series of other rival brands. Therefore, conquering them or not is entirely based on your actions, expressed through persuasion from the article to the image.
Convincing here is logic and specific, detailed evidence to answer the questions in customers’ minds: is this exactly the product for me, does it help me solve specific problems, why should I choose one brand’s product and not another’s? Why should I buy it right away?
5. Easy to read, easy to understand
The content Facebook displays on phones is often limited to very small space, and users tend to quickly skim through sections they are not interested in. That leads to how to present that content so that it is easy for them to read, easy to understand is extremely important. So, you can break the paragraphs out for easy follow-up or decorate them with a few lively, eye-catching icons to create attraction. At the same time, beautiful and on-focus images are also an important part of keeping users staying to see advertising posts on Facebook.
6. Persuasion
The content you give must be persuasive to customers. Because in today’s market, they have too many different choices and are often distracted by a series of other rival brands. Therefore, conquering them or not is entirely based on your actions, expressed through persuasion from the article to the image.
Convincing here is logic and specific, detailed evidence to answer the questions in customers’ minds: is this exactly the product for me, does it help me solve specific problems, why should I choose one brand’s product and not another’s? Why should I buy it right away?
7. Reach your goals
You can’t measure the effectiveness of your Facebook ad content by sentiment (right or wrong, interesting or boring, bad or beautiful, etc.), but by whether or not you achieved your initial goal. For example, if your content is written for an ad to generate engagement, does it end up being the expected engagement? Or is the article created to motivate customers to register to buy the course, message to buy, how many people comment, share, click on the link …?
In short, no matter how you do it, advertising content must achieve its goals to be effective.
Above are 5 principles and right thinking about implementing advertising content on Facebook. Once we understand these things, we will have a more serious and professional working process, as well as certain limits and standards for the implementation of advertising content to optimize performance for advertising and marketing campaigns.
Facebook content is very short, it seems that anyone can write, but to do it effectively is another matter. An unaccented headline, an all-too-familiar motif makes viewers skim “mercilessly”. Identifying the wrong target, the wrong format, or the lackluster CTA all seriously affect conversion rates. In fact, you can increase the effectiveness of your ads many times by changing the banner color, choosing a font or a different headline, changing the call to action … A good advertising content can contribute immensely to marketing activities.
To better understand effective content creation methods, you can refer to the course “Performance Content: Optimizing Facebook advertising content” of Brand Camp. The content of the lecture helps you understand the role of advertising content as well as solve common mistakes in Facebook content, whether you are a “newcomer” or a “few years old”. From there, I will share with you the optimization method logically, rigorously, closely following Marketing goals, including optimizing articles, images and videos as well as indicators to evaluate the effectiveness of Facebook content.