Swipe ideas from some of the best Facebook ads
Advertiser: Angie Gensler
I like this ad, because the copy focuses on what others have said about the product, rather than what Angie says. This shows social proof and popularity, because it's actually an ad-turned-testimonial.
The use of a picture of Angie herself also adds social proof, and the inclusion of the product itself (a calendar of social media content) shows people what they will be getting, helping to manage her customer's expectations.
Using a case study to highlight how a real person has benefited from a product is a powerful technique.
There's something else at work, here. Think of a typical ClickFunnels user and you generally will have a preconception of who they are. I'm not saying this is always the case, but my idea of a ClickFunnels customer doesn't look like the gentleman in this ad. Far from it.
By using what appears to be an older, skilled professional breaks from the norm, and demonstrates that it's a product for real, serious businesses.
So, if you're a real, serious business then this ad is going to change your perception of ClickFunnels. And as we know, changing people's perceptions can be very, very difficult.
There it is again - a testimonial that demonstrates social proof, rather than having to rely solely on marketing copy to sell a product (or in this case, a service).
Dropbox have given the testimonial a lot of surrounding space, which creates a lot of emphasis on it. Chances are you read the testimonial before the rest of the copy, which is just what they were trying to do.
The straight-to-the-point ad copy reinforces the testimonial. A simple but highly effective ad, even if I can't for the life of me work out what the fancy bag is trying to say.
Tagstestimonialsocial proofwhite spacesimpleeffective
I don't know about you, but whenever I hear or read the brand name 'Huel', I always associate it with 'Hurl'.
Not that it puts me off. I love the branding on their packaging, and the visuals on their ads are always absolutely bang on the money.
The ad copy works very well, with short testimonials from their customers used to create social proof.
Great job, Huel
I know Facebook won't allow before-and-after photos containing human bodies, but what about houses?
Well, I don't see why not.
The great thing about this ad is that it demonstrates the transformation after the work has been done. Seeing is believing, after all.
The copy could be stronger, but this ad is all about the visuals.
This ad kicks off by using a customer review, which is a great way of showing social proof.
To be fair, the image is a little uninspiring, and I'd have been tempted to show more of what the end user will be paying for.
The blue call-to-action button is good, and really draws your focus to it.
Advertiser: Outdoor Voices
Another excellent ad from Outdoor Voices, who open up with a great testimonial with lots of personality and storytelling.
I'm assuming that the picture is of Lex herself, which is a great way to reinforce the message and sprinkle in a little bit of social proof too.
A classy ad that's not too forceful in its approach, delivering a frictionless appeal.
Another ad that uses a testimonial review in place of standard marketing copy.
Not only does this advert cleverly build up social proof from the get-go, it also reinforces the message with a real photo of someone using the product (always a winning combo).
Add to that a picture of the product itself and you're left with an ad that works really well.