How Instagram improves Ad Copywriting: 3 Proven Tips With Examples

How to Write Great Copy: 3 Copywriting Tips

Many copywriters dream of creating viral or award-winning ads, but the most successful copy isn't about creativity for creativity's sake—it's about clarity, directness, and impact. The best ad copy puts the audience's needs first, speaking directly to their challenges and guiding them toward a solution.

1. Write for Your Audience, Not Yourself

While many copywriters yearn to produce that perfect ad—one that catches fire online or earns accolades—the most effective copy is straightforward, succinct, and unambiguous. Achieving this means truly stepping into the shoes of the target audience.

Focus on Benefits, Not Features

Consumers aren’t impressed by your company’s stature; they want to know how your product can enhance their lives. Too often, companies get caught listing features instead of underlining the benefits that genuinely resonate.

Consider Booking.com's campaign for Paris hotels: instead of merely alerting customers to available rooms, the ad powerfully highlights convenience, savings, and an effortless booking process.

• "Quick, Easy Booking. No Reservation Costs." →Emphasizes convenience and cost savings.
• "Save 10% with Genius." →Offers a tangible financial incentive.
• "24/7 Customer Service. We speak your language." →Builds trust and reduces barriers.
• "Read Real Guest Reviews." →Helps users make informed decisions.

By focusing on ease of booking, affordability, and customer support, Booking.com ensures its ad aligns with what travelers care about most—a hassle-free, reliable experience.

In contrast, David Yurman's ad for men's jewelry prioritizes features over benefits, failing to connect with the audience on an emotional level:

• Lists product types but doesn't explain why they're unique or valuable.
• Fails to highlight customer benefits like craftsmanship, exclusivity, or personalization.
• Misses emotional connection—jewelry purchases are often tied to special occasions, yet the ad doesn't evoke sentiment.

2. Content Matters, but So Does Structure

Even the most persuasive message can lose impact if it’s hidden within a cluttered or disorganized ad; how you structure your copy is as crucial as the content itself.

Lead with Your Strongest Copy

The majority of users skim ads rather than reading them fully—studies from the Nielsen Norman Group show that about 79% of users scan pages, with only 16% thoroughly reading them.

Similarly, Penn State research found that over 75% of people share links on social media without even clicking on them. (Source: Penn State Study)

This tendency makes it imperative to showcase your most compelling message upfront. If your key selling point is tucked away, it risks being completely overlooked. Whether you’re emphasizing benefits, offering solutions, or boosting credibility, front-loading your strongest copy maximizes engagement.

3. The Power of Word Choice

The choice of words can transform your ad, making it feel personal, urgent, and captivating. It’s the right tone that often separates a converting ad from one that gets lost in the shuffle.

Start with action verbs

Using energetic, action-oriented verbs—like 'discover', 'explore', or 'get'—infuses your copy with urgency and excitement, spurring your audience to act immediately.

Take a look at this Upwork ad, which effectively uses action verbs to drive engagement:

For example, Upwork’s ad leverages potent commands such as 'Hire Experts' and 'Hire Someone for Work Today' to underscore speed and efficiency in connecting with freelancers. By championing action words, the ad builds momentum and clearly communicates its value.

If you want your ad copy to feel more compelling, start by replacing passive phrasing with action-driven alternatives. Instead of "We provide expert freelancers for your project", use "Find expert freelancers to bring your project to life". Instead of "Upwork connects businesses with professionals", use "Connect with top professionals and get your job done faster". By leading with clear, action-driven language, your ad instantly feels more engaging and encourages higher conversion rates.

Instagram's Ad Copy: Tips in Action

We've covered key tips to keep in mind. Now, let's take a look at real examples from Instagram to see how these tips are applied in actual Google paid ads.

1. Writing for the Audience, Not Yourself

The ad copy immediately connects with the audience by emphasizing the benefits of sharing everyday moments and unleashing creativity, rather than listing product features. This aligns perfectly with the strategy to 'Write for Your Audience, Not Yourself' by focusing on how Instagram enriches a user’s life—helping them connect, inspire, and express themselves through visual storytelling.

2. Content Matters, but So Does Structure

The ad is structured with a compelling, strong headline followed by a series of concise, benefit-driven statements. This segmented format makes it easy for users to quickly skim the message and grasp the main benefits, supporting the tip to 'Lead with Your Strongest Copy.' Additionally, its clear call-to-action offers the kind of reassuring, problem-solving conclusion that can convert interest into engagement, mirroring the importance of a strong closing statement.

3. The Power of Word Choice

The language in the ad utilizes dynamic action verbs such as 'Join', 'Create', and 'Express,' which create urgency and prompt immediate action. Although the ad could benefit from using more personalized language like 'you', the overall benefit-driven rhetoric with phrases like 'Discover Trends' effectively communicates Instagram’s unique value proposition. This word choice is in line with the recommended approach of opting for strong action-oriented language to resonate with a visually-oriented community.

1. Writing for the Audience, Not Yourself

The ad copy successfully targets Instagram’s creative community by emphasizing that every individual has a unique creative side worth sharing. It speaks directly to the audience by tapping into their innate desire to create and connect, rather than merely listing features. This aligns with the sub tip of writing for your audience by focusing on how Instagram empowers users to showcase their creativity, thus highlighting the benefits users gain, not just the product’s features.

2. Content Matters, but So Does Structure

The ad begins with a powerful headline that immediately grabs attention, ensuring that even skim-readers catch the message. Following a logical flow, it outlines the benefits and creative tools Instagram offers and concludes with a strong call to action. This structure adheres to the advice of leading with the strongest copy and ending with a reassuring closing statement. The well-balanced progression from inspiration to action effectively bridges initial interest with the final step, making it effortless for creators to engage.

3. The Power of Word Choice

Dynamic and engaging language is used throughout the ad copy. Action verbs and creative adjectives such as 'get inspired', 'fun', and 'express yourself' are employed to create urgency and excitement. This persuasive word choice not only mirrors the vibrant, visually-driven ethos of Instagram but also reinforces the message that the platform is the ideal place to unleash creative potential, directly catering to the audience’s aspirations.

Conclusion

Great ad copy isn't just about being clever—it's about understanding your audience, structuring your message effectively, and using the right words to drive action. The examples from Instagram demonstrate how well-crafted copy can make an ad more engaging, easy to understand, and conversion-focused.

Key Takeaways:

• ✅Write for Your Audience

  Focus on their needs, not features. Align with their goals and search intent.

• ✅Structure Matters

  Lead with your strongest copy. Keep it short, scannable, and benefit-focused.

• ✅Use the Right Words

  Start with action verbs, personalize with "you", and keep language simple.

By applying these principles, you can craft ad copy that grabs attention, builds trust, and drives higher conversions—just like Instagram.