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A rumor took maintain of many Meta advertisers for the previous a number of years. The declare was which 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 take advantage of the phrases “you” and “your” routinely in my advert copy with none concern or repercussion. However, there needs to be some affordable rationalization for why so many advertisers consider 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 chanced on this by chance whereas researching prohibited personal attributes associated to Fb promoting. Right here is the vital passage:
Observe that you should utilize 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 permit advertisers to claim or indicate the non-public attributes of the focused viewers. Right here’s the record of prohibited private attributes:
- Race
- Ethnicity
- Colour
- Nationwide origin
- Faith
- Age
- Intercourse
- Sexual orientation
- Gender identification
- Household standing
- Incapacity
- Medical or genetic situation
- Bodily or psychological well being (together with medical circumstances)
- Susceptible monetary standing
- Voting standing
- Membership in a commerce union
- Legal report
- Identify
The issue with utilizing “you” or “your” is when it implies that you understand that the focused viewers has a connectionInside your advert set, you may additional slim focusing on by including a connection to a web page, app, or occasion that you just management. More to one in all these private attributes. You’ll be able to’t recommend that you understand that somebody has a incapacity, has a medical situation, has a prison report, or is having monetary difficulties.
If you do, that is when advertisements get particularly creepy and problematic.
Examples
Let’s go over some examples of makes use of of “you” and “your” that would get you in bother, coming from Meta’s personal documentation.
Within the instance above, you may’t assert or indicate that you understand that the focused particular person is 62. That’s why utilizing the phrase “folks such as you” is a matter. You’ll be able to nonetheless spotlight your companies and the way the enterprise helps seniors, however you want to take action with out suggesting you understand 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 particular person has a incapacity.
Much like the instance above, don’t recommend or ask whether or not the focused particular person has a medical situation. As an alternative, focus in your companies.
On this instance, the copy can be nice if it merely learn “Name us without spending a dime remedy classes.”
Once more, it’s reasonably easy. Don’t personalize this. “Our agency has options to chapter.” Spotlight these options.
As an alternative of asking the focused particular person whether or not they have a prison report, give attention to how your online business helps these with a prison report discover a job.
“You” and “Your” are Usually Tremendous
As you learn by the above, the widespread 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 that you must write awkward sentences and throw these phrases out completely.
Listed below are some examples the place it could be nice…
Are you hungry?
Are your Fb advertisements performing badly?
Do you want to bounce?
Do you’ve your tickets to the sport but?
Save your seat at this convention.
Your goals have come true.
Do you want a plumber?
Once we undergo what’s not allowed, it might probably really feel prefer it’s troublesome to write down copy that doesn’t violate phrases. However as you may see, you simply can’t use “you” and “your” in delicate copy associated to prohibited private attributes.
Watch Video
I did report a video on this, too. Test it out…
Your Flip
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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