How to create better Facebook ads ("Greeters" and "Barkers")

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1. Research Facts and Background

This article draws from extensive studies conducted by Powderbrows Research, focusing primarily on 834 ads deployed on Facebook and Instagram. The data also compares performance metrics before and after Facebook's reform of its 20% text limitation in ads, shifting to a model that allows for more text at the expense of potentially reduced reach. Additionally, we have interviewed over 1,780 consumers regarding their responses to these ads. This includes those who made a purchase due to a specific type of ad and those who made a purchase influenced by one ad but not by previous ads with varying designs and text-to-picture ratios.

Types of Ads Tested

The ads we tested predominantly featured a combination of a picture alongside text. A smaller fraction of these ads (less than 4%) fell under the "carousel" format. Our tests were designed to show different ad designs and varied text-to-picture ratios to the same demographic groups across the EU, the UK, and the US markets. The research is ongoing and was initiated in 2015. The primary focus of this article is to share the conclusions we've reached concerning the most effective ad formats and the optimal text-to-picture ratio.

Claim: Discount Visuals Will Drive Purchases

In the realm of brow businesses, specifically focusing on Powder Brows, microblading, and other pigmentation techniques, the common claim that displaying crossed-out prices will automatically drive buying intent is not strictly accurate. While such visual cues do not directly "generate" a buying decision, they do effectively capture the attention of potential customers. This heightened attention subsequently leads to better conversion rates in lead generation and messaging, positively impacting sales. From the outset, it's important to clarify that this article focuses on conversion related to lead generation rather than simply boosting brand awareness.

2. Ads with Text Got More Messages

Perfect Before-and-After Photos Attract More Likes

Upon closely examining approximately 1800 advertising campaigns, our research unequivocally supports the notion that text-enhanced ads outperform image-only ads in the brow business, particularly when the primary goal is conversion. The performance difference varied substantially, ranging between 26% and 200%, contingent upon the specific type and format of the campaign. However, it's crucial to note that the effectiveness of text varies based on the campaign's overall objective. Here are the significant conclusions we drew from the data:

A) Flawless before-and-after photos featuring models who meet our outlined criteria—specifically, aesthetically pleasing individuals aged 25-34 with attractive facial features and significant brow transformations—garnered heightened engagement in the form of likes and comments. However, it's crucial to understand that these campaigns predominantly fall under the category of brand awareness and were not designed with specific sales conversion targets in mind.

B) Sales offers and campaigns were more effective when text was included in the picture. However, the effectiveness had its limits, particularly concerning the length of the message. The most successful text messages overlaid on pictures comprised an average of 4-10 words. Messages that were longer began to affect the conversion rates negatively. Interestingly, using a larger text font correlated positively with better conversion rates, particularly when the accompanying message was brief. One contextual factor is important: changes were made to the restrictions governing such campaigns in 2023. As a result, campaigns that leverage previously restricted approaches could perform better due to heightened attention.

Horses for courses

The takeaway is straightforward: if your goal is to optimize for conversion, particularly by encouraging potential customers to send messages, then adding a brief text overlay to your image can enhance ad performance. This effectiveness is further amplified when the text is displayed in a larger font. However, it's worth noting that this strategy's effectiveness could diminish over time if marketers adopt it more widely.

3. “Greeters” and “barkers”

In our deeper analysis of campaign visuals, we found that every word or symbol played a significant role. In this context, these elements acted much like "greeters" and "barkers" in front of a restaurant. "Greeters" are generally attractive, pleasant, and likable individuals, usually women, who invite passersby to enter the restaurant. On the other hand, "barkers" are often men who employ a more vocal, open, and emotional approach to encourage people to come in. This can sometimes be so assertive that it's described as "pulling a person in."

Examples of “greeters”

Examples of effective "greeter" texts include phrases like: "We thought it was impossible, but...", "Get it in 30 seconds...", "The real reason why..." These short snippets of text over images catch our attention and pause our scrolling. Why does this happen? The explanation, grounded in digital marketing psychology, may seem counter-intuitive. It's not simply because people become intrigued by what the accompanying post text might say. Rather, it's because the text overlay on the image itself provokes thought and curiosity.

The Psychology of "Greeters"

"Greeters" are all about inducing disruption and Increasing the cost of scrolling on. As indicated by numerous studies, including our own, the true reason is that these "greeters" act as disruptors. When we're scrolling through social media, we're on an endless quest for new content, only stopping when the perceived cost of scrolling outweighs that of halting to read. It's not about spontaneous curiosity; rather, a momentary pang of discomfort interrupts us. Within a fraction of a second, we experience a brief rush of unease, generating the thought, "I might be missing out on something."

In this scenario, we stand to lose the answer to the enticing copy that flashed before our eyes. It bothers us that the message is incomplete, and we become unsettled by the knowledge that reading the accompanying text could provide the missing information. It's not a mild, pleasant urge to satisfy our curiosity; it's a disruptive, discomforting sensation. Our minds aren't saying, "This is a lovely little narrative; let's complete it." Instead, our thoughts become a whirlwind of confusion and frustration: "What is this? Why am I seeing it? Is this some joke, or is there a more refined idea here? I don't like it, but what I dislike even more is not knowing."

These "greeters" are effective precisely because they disrupt our scrolling behavior, compelling us to stop and engage with the content.

The Psychology of "Barkers"

"Barkers" are about a bold statement and an "irresistible offer."

Regarding "barkers," their approach is far more direct, leaving nothing to the imagination. The message is presented loudly and clearly, seizing our attention. Examples of such "barkers" include a prominently displayed discounted price or bold claims like "Last Chance Ever!" or "Get a Free Procedure!" These are unambiguous, straightforward messages.

So, why do "barkers" work effectively? They command our attention because they appear to be offers too good to ignore. These seemingly incredible deals prompt a sense of urgency—if they're true, then it feels like we shouldn't pass them up. When our brain encounters a "barker," there isn't an immediate impulse to buy; what occurs is akin to an alert signal. Our mental process kicks in with a sense of urgency: "Hold on! This needs further investigation!" or "This could be big! Delve deeper now!"

The effectiveness of "barkers" lies in their capacity to serve as immediate calls to action. They stimulate our cognitive processes, prompting us to pause and consider the offer more closely. Essentially, they ignite a sense of urgency and demand deeper scrutiny, ensuring the ad doesn’t blend into the background noise.

The Importance of Congruence in "Barkers"

When crafting the messages for "barkers," it's crucial that the copy doesn't merely seize attention but mislead the reader into engaging further. It's counterproductive to set up a "catch-22" scenario where the offer appears attainable but is actually subject to numerous pre-conditions. Such tactics have consistently proven to backfire in our observations.

A well-crafted "barker" must genuinely represent a solid deal—a service you can provide at a discounted rate while maintaining profitability. The message cannot be a deceptive twist of facts or conditions. The integrity of the offer is vital; otherwise, the consumer's trust is eroded, negatively affecting conversions in the long run.

4. From Copy to Sale

A Series of Mini-Conversions

When adding text to a picture, the initial attention captured—whether through a "greeter" or a "barker"—is delicate and needs immediate nurturing. A common mistake in the Powder Brows and microblading industry is to equate this initial attention with an actual sale. However, the two are far from synonymous. The "offer one can't refuse" is merely a tactic to grab attention, not a sales strategy in and of itself.

In the realm of consumer psychology, this distinction is critical. Many trainers err by allowing students to believe that capturing attention equates to effective sales and marketing. In reality, the initial attention is just the first step in a series of "mini-conversions" that ideally lead to a final sale.

Reflective Sales from "Barkers" with Low-Cost Items

A potent "barker" message works almost reflexively in the retail sector. Picture this: You're walking towards the checkout, and you notice a chocolate bar or energy drink, usually priced at $5, is currently just $1. You know the original price isn't fictitious; it reflects the item's average market cost. In situations like these, even if you don't actually need the item, you're likely to grab it, rationalizing the impulse by thinking, "Why not? It's just a buck!"

In contrast, the brow business, including Powder Brows and microblading, doesn't typically offer such low-cost, small-ticket items with single-digit prices. Therefore, the psychology that works in a retail environment can't be directly applied here, but the principle remains: a compelling "barker" can evoke a similarly impulsive reaction, albeit tailored to the specific conditions and offerings of the brow industry.

5. The 3 fold question

An Initial Text is a Ticket to Offer an Explanation

In the brow business, the mechanics function differently. When you employ an initial short text on a picture within your advertisement, understand that this alone won't clinch the sale. Instead, it secures you a chance to make that sale. Once the potential customer absorbs the compelling "can't-refuse" offer, defensive mechanisms in their brain activate, especially when dealing with more expensive services or products.

The brain's primary response can be likened to the body's immune system reacting to external threats like viruses. It's a form of internal vetting that crystallizes into a multifaceted question: "This offer looks good, but is it worth it for me right now?" Upon closer inspection, this thought actually dissects into three separate queries: Is the offer genuinely good? Is it worthwhile for me personally? And is this the right time for me to take advantage of it?

Three-Fold Question: Worth it? For Me? Right Now?

To secure a sale, the accompanying text of your post needs to answer these critical questions. Let's break it down in the next sections.

Is it worth it?"

To establish that the offer is genuine and valuable, consider providing context for the original price. For instance, you could state, "Our most popular brow (or lip or eyeliner) procedure, priced at X amount for the past two years, is now available at an unprecedented discount." This demonstrates both the legitimacy and the value of the offer.

"Is it for me?"

Addressing this query requires clarity and specificity. Numerous ways can be employed to make this clear. For example: "If you're a woman aged 20-40 tired of drawing your eyebrows every morning," or "This lip procedure is universally flattering, suitable for all ages and skin types." The message should be tailored so that the potential customer instantly recognizes the service is intended for them.

"Should I go for it right now?"

Here, the concept of scarcity can be a game-changer. Indicate that while the offer is incredible, it's also time-sensitive. Use phrases like "Available to the first X clients," "Valid until Y date," or "For a limited time only." Instilling a sense of urgency is crucial, compelling the potential buyer to act immediately.

Wrap up the text with a strong Call to Action (CTA). As evidenced by Facebook campaigns, prompting the potential customer to send a message has proven to be one of the most effective CTAs.

An Effective Friction-Reducer: Small Commitment

One proven method to smooth out the sales process is introducing a small commitment as the next step in the sales funnel. When a customer inquires about a deal, a further sense of urgency can be introduced while significantly reducing friction by asking for a nominal commitment. For example, if the customer can secure a service at half the price by merely placing a $50 booking fee, the likelihood of them following through with the entire procedure substantially increases. In such cases, the sale can essentially be considered finalized once the booking fee is received.

7. Conclusions

Studies specifically targeting the efficacy of adding text to images for promotional campaigns related to the brow business, like Powder Brows and microblading, offer significant insights. If the ultimate goal is conversion—meaning eliciting messages from potential clients—then text overlay appears to outperform images without text. However, if the campaign is aimed at brand awareness, using different types of images, particularly before-and-after photos, proves to be more effective when left unaccompanied by text.

In campaigns focused on conversions, the copy or text featured on the images should be both concise (spanning just 4-10 words) and eye-catching. Preliminary findings suggest that text occupying more than 20% of the image space might be even more effective for short messages. The full impact of this is yet to be comprehensively assessed, especially given that Facebook's restrictions on text-to-image ratios were only recently lifted in 2023.

When dissecting the types of text that are effective on images, they generally fall into two categories: “greeters” and “barkers.” “Greeters” are designed to unveil just enough of the message to create a feeling of disturbance or curiosity, compelling the viewer to read the accompanying text. On the other hand, “barkers” are more direct, presenting an unambiguous offer based on some form of contrast—like a crossed-out price and a substantial discount. In both scenarios, the objective is to encourage the potential client to read further.

In terms of pricing, offers should never go below the net cost threshold for the service; ideally, they should hover at the net price plus an additional 10-15%. The services promoted should also be among the easiest and least time-consuming to deliver. With "barkers," a mid-two-digit discount is generally the most effective.

An effective sales funnel, regardless of the approach - “greeter” or “barker” - leads the customer to a modest, two-digit booking fee after sparking their initial interest. This introduces an element of commitment and consistency, significantly increasing the chances of successfully closing the sale.

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