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 danger of rejection — or worse.
This idea 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 must be some affordable clarification 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 came upon this by chance whereas researching prohibited private attributes associated to Fb promoting. Right here is the vital passage:
Be aware 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 complete quote…
Let’s again up. Meta doesn’t permit advertisers to claim or suggest the non-public attributes of the focused viewersThat is the group of people that can probably see your advertisements. You assist affect this by adjusting age, gender, location, detailed focusing on (pursuits and behaviors), customized audiences, and extra. Extra. Right here’s the listing of prohibited private attributes:
- Race
- Ethnicity
- Coloration
- Nationwide origin
- Faith
- Age
- Intercourse
- Sexual orientation
- Gender id
- Household standing
- Incapacity
- Medical or genetic situation
- Bodily or psychological well being (together with medical situations)
- Susceptible monetary standing
- Voting standing
- Membership in a commerce union
- Prison document
- 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. Extra to one in all these private attributes. You may’t recommend that you understand 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.
Examples
Let’s go over some examples of makes use of of “you” and “your” that might get you in hassle, coming from Meta’s personal documentation.
Within the instance above, you may’t assert or suggest that you understand that the focused particular person is 62. That’s why utilizing the phrase “folks such as you” is a matter. You may nonetheless spotlight your companies and the way the enterprise helps seniors, however you want to take action with out suggesting you understand their age.
Although the copy is framed within the type of a query, using “you” together with a prohibited private attribute is a violation. As a substitute, spotlight how your service advantages these with disabilities with out suggesting the focused particular person has a incapacity.
Just like the instance above, don’t recommend or ask whether or not the focused particular person has a medical situation. As a substitute, focus in your companies.
On this instance, the copy can be advantageous if it merely learn “Name us without spending a dime remedy classes.”
Once more, it’s somewhat easy. Don’t personalize this. “Our agency has options to chapter.” Spotlight these options.
As a substitute of asking the focused particular person whether or not they have a legal document, deal with how your enterprise helps these with a legal document discover a job.
“You” and “Your” are Usually Advantageous
As you learn by 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 you might want to write awkward sentences and throw these phrases out fully.
Listed below are some examples the place it could be advantageous…
Are you hungry?
Are your Fb advertisements performing badly?
Do you want to bounce?
Do you could 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 may possibly really feel prefer it’s troublesome to jot 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 document 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 beneath!
