5 Facebook Ads Messaging Tips You Have Not Heard Before


As a marketer, you probably already know the importance of creating compelling messaging for your Facebook ads. However, even the most experienced marketers can benefit from learning new tips and tricks for crafting messaging that resonates with their target audience. In this article, we’ll share 5 Facebook ads messaging tips that you may not have heard of before. These tips are based on learnings accrued after 5+ years of diligent value proposition testing across nearly a dozen different industries.

Let’s dive in!

‘Anti’ Positioning is King

‘Anti’ messaging is when you actively try to convince consumers to stop using a product or service because it actually sucks. Surprisingly, this type of messaging almost never finishes in the bottom 50% of our tests and is often in the top 3.

So, why does ‘Anti’ messaging work so well? It’s simple – consumers are often skeptical of advertising and may not trust brands that only talk about the positives of their products. ‘Anti’ messaging, on the other hand, acknowledges the negatives and positions your product as the better option.

Here are a few examples of ‘Anti’ messaging hooks that have performed well in our tests:

Ditch the [X]! Your [Y] Will Thank You

No [Common Objections] Here. Sorry [X]!

Is The Problem. [Y] Is The Solution

‘Testimonials’ and ‘Social Proof’ are also Safe Bets

If you don’t have test learnings yet to inform your creative strategy, ‘Testimonial’ and ‘Social Proof’ messaging are safe bets to lean into until you get some test results. These types of messaging may not be decisive ‘winners’ after testing, but they are almost never ‘losers’.

Why? Because consumers are more likely to trust the opinions of other customers over a brand’s marketing message. By using testimonials or social proof, you can tap into that trust and encourage potential customers to take action.

Read Also: Facebook Ads UTM Parameters in GA4: Importance and Custom Channel Groups

‘First-Time Offers’ Actually Suck for Prospecting

While ‘First Time Offers’ (FTOs) may seem like a great way to attract new customers, they often fall flat in prospecting tests. In fact, we’ve found that we’re able to beat FTO messaging with other messaging or positioning 9 times out of 10.

Why is this the case? FTOs may not be enough to convince consumers to take a chance on a new product or service. They may perceive the offer as too good to be true or be hesitant to try something new. Instead, focus on creating messaging that highlights the benefits of your product or service in a way that speaks to your target audience’s pain points.

Learnings go Beyond Facebook

The hooks and messaging that you identify through testing on Facebook can also be applied to other platforms and channels, such as TikTok, email, and landing pages. By leveraging these insights across channels, you can create a consistent and effective marketing message that resonates with your audience.

Read Also: How to Access GPT-4: A Step-by-Step Guide

Brand ‘Winners’ might be Different from Performance ‘Winners’

When testing creative for Facebook ads, we typically look at common KPIs such as click-through rate (CTR), conversion rate (CVR), and thumb-stop rate. However, it’s also important to measure which messaging generates the most omnichannel referrals from search, SMS, and email.

The messaging that drives the most clicks or conversions isn’t always the same messaging that drives people to search for your brand on Google. By measuring both types of ‘winners’, you can gain a more holistic view of which messaging is most effective for your brand


In conclusion, crafting effective messaging for Facebook ads can be a challenging task, but by following the tips discussed in this article, advertisers can increase their chances of success. Using “anti” positioning, leveraging testimonials and social proof, avoiding first-time offers for prospecting, taking learnings beyond Facebook, and recognizing that brand winners may differ from performance winners can all help improve the effectiveness of Facebook ad messaging. By testing and iterating on different messaging strategies, advertisers can continually improve their ad performance and drive more clicks and conversions.

Spread the love