As a copywriter, you will be writing a ton of things every day. It is no surprise that you too may fall into a writer’s block. What helps you to keep going is finding inspiration. It is a common practise for copywriters to keep a ‘swipe file’ filled with great copywriting examples. Traditionally, these would be files filled with newspaper cut-outs and photos of billboards. Today, you can bookmark articles or save images of your favourite copywriting examples on your desktop.
We’ve compiled a list of 10 businesses whose great ad copywriting examples on social media will inspire you on days when your creative juices aren’t flowing. Let’s dive right in.
1. Under Armour
As a sports apparel company, one of the things Under Armour knows about their audience is that they are athletes who thrive to level up – in their game, sport or hobby. Their best copywriting on social media motivates their audience to do more everyday. Under Armour’s copy doesn’t directly sell their apparel, instead it lets their audience know that they have everything to keep them going.
Public service announcement:
1. Pop-Tarts are not ravioli
2. Pop-Tarts are not sandwiches
3. There will never be a Tide Pod flavored Pop-Tart
Have a nice day
— Pop-Tarts (@PopTartsUS) March 6, 2018
Pop Tart’s simple, witty and to the point copy makes it easy to consume. It has also been very actively engaging its audience to share their thoughts and participate in conversations – very unique for a ready-to-eat food company.
pls join this heated debate https://t.co/emarUm8mYY
— Pop-Tarts (@PopTartsUS) May 12, 2020
KFC UK’s Twitter feed is fun, witty and full of humour. They share relatable content through memes and videos and also have the best replies to their comments.
This one specifically caught our eye because KFC very smoothly tells its audience to reach out to their customer support on Twitter, should they have an issue with their order.
When you ordered gravy but you see them putting beans in the bag… pic.twitter.com/Bymih4WALL
— KFC UK & Ireland (@KFC_UKI) September 7, 2020
4. Fenty Beauty
Fenty Beauty took the internet by storm when they launched in 2017. The brand is known for its broad inclusivity across skin tones and genders. Their Instagram page is a go-to for their audience to know more about how they can do better make up. Their feed is filled with people (not celebrities) who use their products and create different looks.
One of the best examples of copywriting – Fenty Beauty shows their user how the product works, what shades work for their skin tone and how they can create stunning looks using these products. They always mention the exact products used and also often link it back to their website, allowing the customer to immediately make a purchase.
5. National Geographic
National Geographic’s Instagram page is a treat for the eyes with photographs and stories from around the world, told by their explorers. It is amazing how a magazine can keep their audience engaged and informed through their social channel. They also share user-generated content on their page – encouraging their audience to participate in weekly and monthly photo challenges.
If you’re following GoPro on their social channels, you will see how much user-generated content they share. One of the biggest perks of doing this is constantly engaging with your customers. Did you notice how seamlessly they included the benefits of using their product in the copywriting samples below?
When your audience sees your current customers engage with you and create things using your product, they are more likely to trust and buy from you.
7. OnePlus Nord
OnePlus Nord’s social media strategy made them stand out amid a global pandemic. The campaign for the new smartphone started a month before the launch (July 2020) and had everyone at the edge of their seats.
Their ad copywriting is fairly simple and talks about how the OnePlus Nord will improve the lives of their audience. They highlight their features by bringing out the benefit it would do to Nord users.
For example, OnePlus Nord’s copy tells a story – of how the OnePlus team developed features on the most anticipated smartphone of the year.
Storytelling is a powerful copywriting tool and one of the brands that have cracked that code is Bumble. Bumble’s copywriting examples show us how painting a picture for your audience through your copywriting can increase engagement and in turn sales or the case of Bumble, app downloads.
If you pay attention to their posts on social media, you will see that they also create fun interactive opportunities for them to directly engage with their audience. In the copywriting example below, they are letting their audience know that they are around for the next hour and will reply to their tweets.
not sure why talk like a pirate day exists but you could probably celebrate it at this arrrrrrrr-bnb pic.twitter.com/VNZT1NBibL
— Airbnb UK (@Airbnb_uk) September 19, 2020
AirBnB’s fresh and quirky wordplay on their Twitter makes for fun posts. They also give updates on their newest additions and stuff happening around the world that is important to travellers.
They also engage with their audience through polls, questions and relatable content.
pick one: wfh edition.
which spot would you want to work from? pic.twitter.com/nKqfKsIOFt
— Airbnb UK (@Airbnb_uk) September 2, 2020
LinkedIn is very different from other social platforms. Their users are there looking for professional connections and so brands on LinkedIn share more professional content.
Starbucks’s LinkedIn feed talks about their community programmes, employee benefits and app updates. However, they also post on topics that may be beneficial to their coffee-drinking customers.
Copywriting is the most undervalued but irreplaceable skill for any business. A copywriter needs to know the characteristics of a good copy and how to write every word to compel your audience to convert. Read our complete guide on copywriting for social media.
If you’re looking for more inspiration on all things copywriting, ad creation and beyond, you’d love what we have build at the InVideo community– a place for you to connect and learn from 13,000+ other marketers, business owners and creators like yourself, you should join the InVideo’s super helpful community here.