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5 types of phrases you shouldn’t use on Facebook
Posted by on February 12, 2021 at 11:52 amFacebook rules don’t stand still. Especially when it comes to advertising posts, the moderation of which is constantly getting stricter and stricter. Brands need to monitor their publications closely enough to ensure that they are not perceived by the social network as misleading or simply intrusive. Statistics show that ad campaigns are being turned off far more often now than ever before.
Often enough, Facebook ignores some accounts’ minor infractions and allows them to post a wider range of content than others. On the other hand, many face the problem of even seemingly white ads being regularly rejected. As a rule, this problem is caused by using the wrong phrases. About them will be discussed in this material.
**1 Ads that openly pressure the pain of the audience or directly appeal to it**
Facebook’s algorithms have already learned to detect when you exceed the limit on personal pronouns in an ad, which usually indicates a desire to directly impact the person. It’s not uncommon for Facebook to skip posts with a few such words, but if you’re having trouble running an ad campaign, you should try not using personal pronouns.
Facebook is trying to “merge” the ads with the regular news feed, so the content of the ads should be as similar to natural posts as possible. To solve this problem, you can use your customers’ stories to advertise or post your own experiences.
**2. Capitalization and exclamation points**
Facebook, like many other social networks, doesn’t like content that uses uppercase letters or too many exclamation points. The platform’s rules also mention this.
Capital letters indicate an elevated tone, which is inappropriate for advertising. They can only be used to emphasize individual words that really need to be highlighted. And exclamation points are recommended to be changed to emoji.
**3. Contentious topics**
Cosmetics, health, weight loss, nutritional supplements all fall into the category of “controversial” or “sensitive” topics. They are moderated heavily, so a good portion of advertising in these niches never passes inspection. In these segments, you need to publish content very carefully, especially when the posts touch on
personal characteristics;
personal health;
or are simply misleading.
You don’t want to directly push audience concerns. You don’t need to address words like: fear, depression, weight loss, dieting, anxiety, and other such things. Instead, refer to stylistically positive words, or better yet, restructure sentences entirely in a positive way.
**4. Fast Earnings.**
Various ads about earning large sums of money quickly, work-at-home jobs, unrealistic sums and promises – these all relate to topics that are also not to the liking of the social network. You can learn more about this here:
network marketing;
Banned financial products and services;
misleading statements.
If you need to post ads related to work and earnings, you need to carefully filter all the words you use. Never write about users being able to quit their jobs, give up their current types of income, or anything else. As with the previous point, you should focus on the pros of your offer and draw interest through the benefits of your product.
“Earn 100,000 right now and don’t work for your uncle anymore” style ads can get you blocked pretty quickly.
**5. Profanity.**
This point shouldn’t surprise you. Lower-case vocabulary is not welcome on Facebook, because the social network is used by children, among others. This rule works in the same way as explicit content.
To solve the problem is extremely simple – if your ad can be safely shown to a child, it will be perceived positively within this point of our material. Otherwise it will not pass moderation. Replacing mat with “$#&*$#&” also does not work.
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9 Replies
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And what about the use of emoji?
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Can you give an example of personal pronouns?
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Is there a website that explain this in more depth or with examples (post)?
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I’ve honestly never had issues with any characters, emojis, etc. But “credit”, “good credit”, “bad credit”, etc. – even if I check the stupid special category box, I still have had ads get declined for “personal” targeting. Be careful with “credit” and variations.
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Nice post. Thank you!
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Nice writeup and good to see you here dontfarm 🙂
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Great tips, thanks for sharing!
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I used the phrase “Do YOU have problem X” and yea Facebook penalized my whole ad account.
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