A rumor took maintain of many Meta advertisers for the previous a number of years. The declare was that you could’t use the phrases “you” or “your” in your Fb advertisements copy with out threat of rejection — or worse.
This principle by no means made sense to me. I exploit the phrases “you” and “your” routinely in my advert copy with none concern or repercussion. However, there must be some affordable rationalization for why so many advertisers imagine it to be true.
I made a decision to do some digging. And as appears to be the case with most of those theories, there may be some sliver of fact. However, not surprisingly, how this rule is utilized is misunderstood.
On this submit, let’s higher perceive how this rule is utilized and supply some examples of what’s and isn’t acceptable to be used of the phrases “you” and “your” in Fb advertisements copy.
Prohibited Private Attributes
I discovered this unintentionally whereas researching prohibited private attributes associated to Fb promoting. Right here is the essential passage:
Word that you should use the phrases ‘you’ or ‘your’ so long as your advert doesn’t point out any prohibited private attributes and complies with our Meta Promoting Requirements.
Right here’s the total quote…
Let’s again up. Meta doesn’t enable advertisers to claim or suggest the private attributes of the focused viewers. Right here’s the listing of prohibited private attributes:
- Nationwide origin
- Sexual orientation
- Gender id
- Household standing
- Medical or genetic situation
- Bodily or psychological well being (together with medical situations)
- Weak monetary standing
- Voting standing
- Membership in a commerce union
- Felony document
The issue with utilizing “you” or “your” is when it implies that that the focused viewers has a connectionInside your advert set, you possibly can additional slender concentrating on by including a connection to a web page, app, or occasion that you just management. Extra to certainly one of these private attributes. You possibly can’t counsel that that somebody has a incapacity, has a medical situation, has a legal document, or is having monetary difficulties.
Once you do, that is when advertisements get particularly creepy and problematic.
Let’s go over some examples of makes use of of “you” and “your” that would get you in hassle, coming from Meta’s personal documentation.
Within the instance above, you possibly can’t assert or suggest that that the focused individual is 62. That’s why utilizing the phrase “folks such as you” is a matter. You possibly can nonetheless spotlight your providers and the way the enterprise helps seniors, however you want to take action with out suggesting their age.
Regardless that the copy is framed within the type of a query, using “you” together with a prohibited private attribute is a violation. As an alternative, spotlight how your service advantages these with disabilities with out suggesting the focused individual has a incapacity.
Much like the instance above, don’t counsel or ask whether or not the focused individual has a medical situation. As an alternative, focus in your providers.
On this instance, the copy can be nice if it merely learn “Name us without spending a dime remedy classes.”
Once more, it’s moderately easy. Don’t personalize this. “Our agency has options to chapter.” Spotlight these options.
As an alternative of asking the focused individual whether or not they have a legal document, give attention to how your online business helps these with a legal document discover a job.
“You” and “Your” are Usually Advantageous
As you learn by means of the above, the frequent theme is that “you” and “your” are getting used with delicate points. Keep away from that.
There are sure to be grey areas to keep away from. However that doesn’t imply it is advisable write awkward sentences and throw these phrases out totally.
Listed below are some examples the place it will be nice…
Are you hungry?
Are your Fb advertisements performing badly?
Do you want to bounce?
Do you will have your tickets to the sport but?
Save your seat at this convention.
Your desires have come true.
Do you want a plumber?
After we undergo what’s not allowed, it could possibly really feel prefer it’s tough to put in writing copy that doesn’t violate phrases. However as you possibly can see, you simply can’t use “you” and “your” in delicate copy associated to prohibited private attributes.
I did document a video on this, too. Test it out…
Have you ever run into points utilizing the phrases “you” and “your” in Meta advertisements copy?
Let me know within the feedback under!
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