An average Facebook ad typically displays only about 4 lines of text (rarely 8 lines) and as little as 1.5 lines if it’s in Messenger. This underscores the immense importance of your headline in capturing the reader’s attention, after images and videos.
1. What Elements Make a Great Headline?
Your headline, also known as the title, needs to be written in a way that grabs the reader’s attention, makes them stop and want to learn more, and increases the likelihood of making a purchase decision. Therefore, your headline should achieve one of these elements:
- Uniqueness and attractiveness
- Addressing the customer’s problem
- Providing a solution to the customer’s problem
- Touching on something the customer cares about
- Sparking curiosity that makes the customer want to learn more
| >>> How to write a best Facebook ads post |
Writing a truly great headline is not easy, especially on Facebook, where customers encounter hundreds of ads daily. The good news is that there are headline formulas you can use, which may need some adjustments over time, but they generally remain effective.
2. Headlines Should Focus on What the User Needs, Not About You
You might think your product is excellent, and you want to showcase all its great features, but that’s a mistake. What you need to do is research what your customers need and present that to them, addressing their concerns rather than overwhelming them with a lavish display of your offerings. Facebook ad headlines need to hit one of the customer’s interests:
- Community (people with similar needs)
- Information the customer needs
- Solving the customer’s problem
- Entertainment
3. Incorporate Key Keywords into the Headline
Your headline doesn’t have to directly name the product, but it should use words that make the reader understand what you’re trying to convey. For example, if you’re offering a weight loss service, you can write “Flatten Your Waistline – Create an S-Line” instead of something like “Postpartum Depression.” While the latter may be relevant to many, it could mislead and be off-putting. Including precise service keywords or service-related hashtags at the beginning of the headline can also help your ad appear in Facebook searches, similar to Google searches. Avoid stuffing keywords or creating an awkward, repetitive headline.
4. Ensure Your Headline Makes an Impact
Your images and videos have already caught the reader’s eye; don’t neglect the headline. It should pique curiosity, align with the customer’s interests, and be straightforward rather than cryptic. You have only 3-5 seconds to capture the customer’s attention, so your headline should quickly engage them.
Avoid:
- Jargon
- Complex language
- Ambiguous words
- Mentioning irrelevant details
- Making unrealistic promises
5. Terrific Headline Formulas
5.1 Instructional Headlines
People are generally interested in learning and doing things themselves. Many successful websites focus on how-to articles. However, on Facebook, you can’t make strong claims like “Lose 7kg in 7 days without any effort.” Modify it to something like: “How to Lose 7kg and Feel Confident for the Upcoming Festival” “Lose 7kg and Stay Fabulous” “Get Bikini-Ready with a 5-7kg Weight Loss”
5.2. “Warning” Headlines
These are extremely attention-grabbing. Write about potential dangers and risks that users might face if they don’t take action or buy your product. Your headline should not only warn but also promise a perfect solution.
Examples:
“Skin Damaged by Fake Laser Treatment – Top Dermatologist Directs Recovery”
“Weed and Pests Overrun Your Home? Conquer Them with Feng Shui Bracelets”
5.3 Humorous Headlines
Humor is always appealing and can spark curiosity and interest.
Examples:
“Postpartum Pudge? Husband’s Complaints? Come to Us!”
“Ladies, Return to Us if Your Husband Complains About Your Looks”
5.4 Trend-Based Headlines
Follow current trends; even if your product is unrelated, cleverly incorporate the trend element. For example, during a major football event, you can take advantage of it in your ads. Be like Durex, which did this effectively during the Vietnam football craze.
5.5 “Social Proof” Headlines
Present evidence of success, real people, and real results. It’s persuasive and builds trust.
Examples:
“1500 Successful Weight Loss Stories with US Fusion Method”
“Lose Weight without Losing Milk Supply with Nonfat Weight Loss”
5.6 “Customer Feedback” Headlines
If you have loyal customers, use their feedback and reviews in your ads. If possible, choose influential customers or those with relatable issues. This builds a connection with the readers.
Examples:
“Discover the Secret to Smooth Skin, as Proven by Miss Universe Thu Thao”
“Jane Smith Earned $10,000 from Her Blog – True Testimonial”
5.7 “Question” Headlines
Facebook doesn’t allow rhetorical question like “Do you have blemishes?” or “Are you overweight?”
But you can craft questions more subtly. Examples: “Lose 10kg or Three Months of Gym Work?”
5.8 “Promotion” Headlines
Everyone is attracted to sudden bargains and big discounts. No need to explain much here. If you’re offering huge discounts, just make it clear. For example, when you’re selling clothes at rock-bottom prices, mention it boldly in your headline.
In addition to these, there are many other headline types like news, time-sensitive, formula-based, list-based, and command-based. However, mastering these eight popular ones should give you a good foundation to create powerful headlines. Best of luck!
