Headline & Caption Best Practices
Shoppers who plan before they purchase find headlines in native advertisements
an impactful factor in their purchase journey. In fact, the headline and copy can
impact brand recall by +60% if implemented purposefully for the target
consumers.
Your copy should be customized
to your campaign goals and
targeting.
ü Headlines with explicit brand name and/or the advertised
product callouts help shoppers effectively distinguish the brand
ü Gifting copy that targets specific audiences are best when
integrated during appropriate tentpoles. Doing this drives more
engagement than integrating in evergreen campaigns
ü Discount and limited offer headlines work best with detailed
explanation.
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Your headline should compliment
your image type. Use shorter
headlines for lifestyle imagery and
longer headlines for simple
product images.
ü For legacy brands such as Nike, Coke, short and to - the - point
headlines prove to be most effective
ü Overall, shoppers are more likely to engage with headlines with
4 words or more
ü Descriptive headlines are most successful at driving higher
engagement when paired with a simple product image
