Just when you thought you’ve perfected your technique for getting good conversions from your Facebook™ ads, the numbers start dropping. This is a sign that your competition is also working hard at their marketing strategy and doing something different.
This something different may well be adding social proof to their Facebook™ ads. It is time to start doing the same thing before you lose touch with the leading pack.
How Does Social Proof Work?
Social proof comes from user generated content. This means:
Photos or videos made by your clients,
Social media comments,
Ratings given to your business.
Using social proof is like having your clients speak to prospects and telling them: “Go on, try this product! It is good, trust me!” Instead of reading your persuasive copy and your product descriptions, they read how other people feel after the purchase – if the product lived up to its description and whether they would recommend it to a friend.
These being said, here are some simple and effective ways to incorporate social proofs in your Facebook™ ads in order to increase your conversion rate:
1. Keep It Short and Punchy
“Exceptional quality!” “Excellent product!”, “100% Lives Up to Hype!” All these are positive reviews you can easily find on your website or social media accounts from happy clients. They are the best copy to go with great visuals if you want to create high converting Facebook™ ads.
What you need is a surge of emotional response from people seeing the ad. If the photos or video stopped them from browsing, then the caption with quote marks must make them say – “Wow! I want this!”
2. Show Proofs of Your Product In Action
Many clients are happy to show you how they use your products and how happy they are with the results if you ask them. These photos and videos are invaluable as social proof, not just on your website and on Instagram, but also for Facebook™ ads.
This kind of social proof works well with a landing page that describes the client’s precise case study: their problem, what convinced them to try your product and the results. You will definitely close a lot of sales with this type of ad campaign powered by visual social proof.
3. Strength Is In Numbers
“2,000,000 happy customers can’t be wrong.” “Serving +5 million clients since 2010.” What these ad captions have in common is the number of clients used as social proof. Of course, you should be able to back your claims in case someone asks.
This type of Facebook™ ad is very useful when you’ve reached a milestone in terms of units sold or client subscriptions. After all, it is your hard work that brought you these results. You have all the right to boast and use the occasion to drive more sales.
4. Include Personal Pronouns in The Copy
Do not edit your clients’ reviews for Facebook™ ads to make them impersonal. Let them stand as they were written. “I love this product!” “My skin looks 20 years younger.”
The personal pronoun has a magic effect on readers. It makes them place themselves in the client’s position and imagine experiencing the benefits of the respective product.
5. Do Not Use Too Many Exclamation Marks
OK, we understand, you want to communicate excitement in your ad copy. Your client even wrote their review with four or five exclamation marks at the end. For the ad, keep the first one – it is quite sufficient.
For one, you lose valuable characters from the maximum number allowed by Facebook™. For another, your ad will look spammy, like clickbait titles on tabloid newspapers. Instead of attracting prospects, it will make them suspicious.