Sales texts on Facebook/Instagram: avoid banning

Many newcomers to e-commerce face the question: how to describe a product so that the text not only informs, but also sells. Arabesco Sideral marketers reveal how to write effective sales copy for Facebook and Instagram, as well as what not to include in your advertising so that you don't get banned.

Structure

For the text to work well, it is important to follow a clear structure. It can be divided into three parts:

1. Headline. This is the main sentence that attracts attention and answers the question of what the customer will get and what problem your product solves. For example: ‘100% protection against car theft – GPS tracker with remote control.’ The headline should be concise, clear, and immediately address the problem or show the benefit.

2. Description of advantages and characteristics. In this part, you explain why this particular product should be purchased. It is important not to use general phrases, but to be specific. Do not write: high-quality materials. Write: the impact-resistant plastic case is drop-proof. Don't write: we provide a warranty. Clearly state: 12-month official warranty. Also, don't write: fast delivery. Specify: delivery within 1-3 days throughout the country.

3. Call to action. This is a very important part of the text. If you don't tell the customer what to do next, they will simply scroll past your ad. Therefore, be sure to add a call to action, such as: ‘click the button below for more details’ or ‘submit your request now and get a 20% discount’. Without a call to action, even the best text may not work.

What you cannot write in advertising

Facebook and Instagram have strict rules that must not be broken, otherwise you may be banned. In particular, it is prohibited to address people based on gender, age, religion or race. ‘Are you Muslim? Then this product is just for you’ – such a phrase will instantly guarantee you a ban on these social networks.

You cannot write in all capital letters: ‘SALE,’ ‘DISCOUNTS.’ Social media algorithms perceive this as clickbait or spam, warn managers at Arabesco Sideral company. This can lead to a ban or a decrease in audience reach. It is also better not to use excessive emotions and manipulation. For example: ‘This is the best product. You simply must buy it.’ Facebook will consider such a call to action as manipulation.

Tip

Finally, here's a tip from the experts at Arabesco Sideral Portugal. Want to know what texts work and sell? One way to do this is to analyse your competitors. Browse ads in the Facebook Ads library, find popular ads on Instagram and Facebook, and use SPY services.

In addition to text, it is important to have a fast, mobile-friendly and conversion-oriented website. You can read about the important characteristics of a selling landing page here.

Remember, we previously talked about promoting a website with informational articles. This is a good way to simultaneously generate traffic and conversions, develop cross-sales and increase user loyalty.