Do People REALLY Read Long Ad Copy on Facebook?

When putting together an ad for Facebook, writers focus on audiences, the structure of the ad or the bidding rates, and visuals more than content. Writing copy for ads on Facebook is not the same as writing for regular Facebook and Instagram posts. The task of an ad is to get the customer to click on it so that it gets him to the product website. Creating compelling copy and choosing the right creative is critical to the success of your ads. 

How long should Facebook ad copy be? With the attention span of readers being at an all-time low, your ad has to have a crisp and persuasive copy that actually converts. If your ad does not get a click-through, piquing the interest of the reader who is scrolling through his FB page, then obviously, your campaign has failed. Have no doubts about that!

A Facebook Ad Copy

What needs to be considered first in a Facebook ad is your visual. It is always the first thing the eye travels to. The headline comes next. It has to be catchy, compelling and must make your reader go back to the rest of it. Though short, it must tell the reader what to expect when he clicks on it. Last but not least is the narrative of the ad or the Facebook copy. This is the persuasive part. Here the writer must educate and entertain the reader while enumerating all the important product details. Did you know that according to Facebook, around 2.14 billion people can be reached through its ads? These stats prove that using this platform and using it perfectly is of utmost importance for any marketer. 

How do you decide how long should Facebook ad copy be?

The debate on how long should Facebook ad copy be has been going on ever since Facebook allowed ads. There is no hard and fast rule. You keep the copy too long, and the reader scrolls over, keep it too short, and the message is lost. 

What determines the length of your copy?

1. Type of audience

If your readers are ‘cold audiences’, meaning people who are not familiar with your product, then you need to educate them on what your product is all about. The type of copy also depends on how engaged your audience is. Facebook’s algorithm inspects your reader’s engagement. The more the engagement, the more the appearance of your ad on people’s feeds.

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2. Type of product

What kind of product are you trying to sell? If you are selling a niche product that needs an introduction, then an overview is a must, which calls for a long copy. If it is an already existing product that your audiences are familiar with, then short and sweet does the job. 

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Choosing the right length is a tricky process, but strike a chord with your reader, and you will have conversations pouring in. Whether long or short copy, take care not to bore your reader. Keeping their curiosity piqued is key. 

When Must You Use a Long Ad Copy?

In many situations, while you are selling products online, it requires a long ad copy. Here are some examples:

a)  When you are selling a new brand or are introducing a new product from your brand, you need to get into in-depth detailing, and a long copy is a must. 

b) If there is a misconception about your product and you have to educate your readers and iron out their false impressions, then in such a situation, the result is a long copy. 

c)  If you have introduced a strategy to sell your product and it also benefits your customer, then the steps to participation calls for a comprehensive explanation, which can be lengthy.

d) If you are offering a premium-priced product that a buyer might hesitate to spend on, or if the product has too many features, where teaching your consumer about the product is important, an extended copy becomes necessary. 

e)  If you do not have a web page and you are running a lead generation ad, you will again need a longer copy. 

f)  Everybody loves to read a story. In advertising, storytelling is an often-used technique to hold the reader’s interest. If this method is used, your copy will be a long one.

g)  Also, say you have already tried selling your product with a short copy, and your Click Through Rate (CTR) is not very good, then by default, more words come into play.

Long ads are designed in such a way that they tell the customer all about the product, getting them excited as they can’t wait to get to your web page and buy your product. Solve a problem your customer has, and you’ll have them eating out of your palms. Your copy must give them a solution to a problem which you may have to sometimes instigate to get them to see it.

Yes, People Do Read Long Ad Copies

The length of your copy will largely depend on:

1. What you are selling. Is it a simple product or one that needs some background explanation?

2. What type is your target audience?

3. What is the goal of your ad?

4. Is it to sell or tell? 

5. How engaged is your audience?

The first important step is to know if your audience will read a long copy. Know your audience. Some people will go through long posts, and others will only read the short ones. While writing long copy ads, you have to target the right audience. 

Financially high-risk products will require that you explain why one has to go for it. You have to get into their heads and think like them. For example, suppose you are advertising a study course. Just telling them what they will learn will not accomplish the objective. You have to elaborate on the benefits. Audiences who are keen on doing the course will then automatically read up on your product.

Or let’s say you are advertising for a particular appliance that is both useful and expensive, that homemakers can use. Your detailing must be packed with valuable and beneficial information that will persuade the buyer to consider buying your product. In such situations, a long copy will certainly serve the purpose. 

Long Copy Sells

When you write long copy for your readers, write understanding their pain points, explain how your service or product can help them, and your customer will definitely go through the ad. We all look out for people who empathize with us and offer solutions. Address a need and capture their attention. Offer value while you provide an immediate solution. You can also tell a story they can relate to and connect emotionally. Be product-specific. It increases the chances of your customer going through even the longest of ads.

Many stories you come across in your daily news can be spun into an ad for your product. Recently a man from Goa advertised a matrimonial ad about a woman looking for a groom, asking for Covid 19 vaccination certificate besides other qualifications, on Facebook. Though the man did not expect it, the post received an overwhelming response, and it went viral through WhatsApp! On being interviewed, he said he made up the ad since he wanted to spread the importance of taking the Covid vaccine, as he had lost a very close friend to Covid. The friend apparently refused to take the vaccine even after the man repeatedly advised him to take it. He took it upon himself to educate the masses. What an idea! But he had no clue that he would receive so many calls in one day. Such is the power of relevancy.

Empathy is a great seller. If you speak to the consumer addressing her feelings, she will always listen. Marketers have a great influence on what a consumer feels about herself. For instance, let’s say you are selling a weight loss powder. If your headline tells your consumer that three months from now, she will be turning heads for the way she looks, it will instantly appeal to her emotions. If you make the reader feel good in the beginning, you already have their attention. Proper headlines, a good body copy, breaking off thoughts with subheads, and retaining the audience’s attention with a long interesting story, all go a long way in getting you a winning ad!

Trial and error is the only way to determine the length of the copy.

Though many studies have proven that long copy sells and gives you the lowest CPC, the efficacy of repeated testing cannot be stressed enough. Sometimes people need extra information to gauge whether buying the product will be beneficial for them. But writing a long copy only works if it is written well. It is always good to keep trying ads of different lengths when writing copy. The kind of copy that sells one product may not work for another. Determine what the most cost-effective approach for your brand is. Whether long or short, one can follow AIDA – the age-old formula for copywriting. A great headline, mention all the benefits and drive user interest, create the desire to buy your product, and finish off with a call-to-action.

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