How to create high converting content for Facebook Ads. And why boosting you organic posts probably won’t work.

They might both start with Facebook (or Instagram), but ads and organic don’t have a lot else in common. Applying to same strategy for both simply doesn’t work. 

Organic content

When you’re creating organic content for your page, you’re talking to people who already know and like your brand.

Maybe they’ve bought from you. Maybe they haven’t. Either way, they have started to trust you. And they’ve probably seen at least part of what you do.

When you’re creating organic content, your aim is to keep them engaged and encourage them to interact with you in other ways.

You need to be posting regularly (ideally everyday), with a mix of content. It’s a great place to showcase your newest lines, but don’t forget to feature your best sellers too.

Remember, it is a social channel, your ultimate goal might be to grow sales, but you’ll soon lose followers if every post is salesy. You need to be thinking about how you can add value and create rapport too.

With organic reach falling, you can get away with more repetition than before, particularly around key content. Very few of your followers will see every post.

But organic social is ultimately about that regular flow of fresh, inspiring new content.

Facebook and Instagram Ads

It’s a very different story with your audience when it comes to ads. In most cases, the people who see your ads will have had little or no awareness of your brand. They’ve literally never heard of you.

With an ad you’re looking to create an immediate emotional connection to stop the scroll. And then, to build sufficient trust for them to click the button and start interacting with you.

When you’re creating an ad it’s never about the product. It’s about the customer and the way in which the product will improve their lives. What problem does it solve? How will it make them feel better? That’s what your copy (and image) needs to be about.

And, they’re going to believe the story much more if they hear it from another customer, particularly if it’s someone who sounds like them. Including short, relevant testimonials in your ads is a great way to build connection and trust.

The positive spontaneous comments that people add to the ad are really important for building trust too, along with any likes and shares. Facebook loves ads that have this type of engagement and will favour them in the auction. It can be a good idea to promote a new ad to your followers first to get some likes, comments and shares on it before you send it out to a wider audience.

In terms of content, don’t just think about what’s new. Feature your best sellers too, they’re new to this audience and you already know they sell well.

If an ad is working well, keep it running. This really is a case of “if it ain’t broke, don’t fix it”. New ads take time to get established, the algorithm has to learn all over again. You’ll probably see a dip in results across your whole account each time to make a change, so don’t do it unless you have to.

If you’d like some help creating effective content for you ads, I offer Power Hour training services where we can brainstorm this together.


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