Long copy story telling Facebook Ads to stand out from your club's competition

Posted on 26-03-2019

You already know the 'regular' short Facebook ads to win members for fitness clubs, PT studios, CrossFit boxes etc. Now we tested a new way to set up a Facebook advertisement: ads with simply much more text.

Facebook advertising for fitness clubs, gyms and studios.

The biggest challenge in Facebook advertising? Creating ads that are attractive to your target group. With a high click rate and low costs. For this reason, we continuously monitor and optimize the Facebook ads of our clients (recently mainly automatic). In order to get the best possible results with Facebook ads.

How to stand out with Facebook ads in the fitness sector?

Advertising on Facebook is very popular. That's for a good reason. You’ll have the most success when your ad is appealing to your target group. No matter the way you set that ad up. We tested a new way to set up your Facebook ad: with much more text. Maybe you’ve seen this so called ‘storytelling ads’ before. Maybe you haven’t, they’re not used a lot yet.

Here’s an example of what it looks like:

Bron: databox.com - Facebook ads that convert.

Test: we tested long copy Facebook ads in 3 countries

Our innovations team tested the storytelling ads with 15 fitness clients and in 3 countries. Not only did they test the difference between short and long copy ads, they also tested: how long should the text be for the best result? What’s important when it comes to lay-out? Where in the text should the link be placed: on top, in the middle or at the bottom?

The result: does short copy always beat long copy?

We got slightly more clicks on the long copy ad than on the short copy ad. Apparently short copy doesn’t always beat long copy.

The great thing about storytelling Facebook ads

OK, so the results weren't shocking. Still we are very happy to implement the storytelling ads for our clients. Why? The magic word: distinctiveness. With a different approach you’ll stand out more to your potential new fitness member than your competitor. And isn’t drawing the attention what it’s all about in fitness marketing? Check that out in our newly interpreted AIDA marketing formula - innovation 1 of this year - on our special fitness marketing innovations webpage.

Distinctive fitness marketing techniques - do you want more?

Distinctiveness is one of the main themes of the fitness marketing techniques our innovation team launches every week. Find out more about our weekly innovations of 2019.

 

Frano Matic
Social Advertising Expert

 

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