Most of us spend a lot of time on Facebook and will be all too familiar with the number of ads that show up in our news feed. Perhaps because I work in the industry, I tend to find myself analysing other companies’ ads and taking note of what they say as well as try to understand what they are trying to achieve. As marketers, we all try to come up with new and innovative designs using unique captions which will help us to stand out from the crowd. However, most ads have a lot in common and in reality, that’s not a bad thing.

As Facebook Marketing is a core part of what we do, we are always open to new ideas, but at the same time, we also believe in the old adage “if it’s not broken, don’t try and fix it”. Below are four different examples of captions that we frequently use. You can fill in the blanks with each one and make it more relevant to your business, products or services.

  1. “Raise the Alarm”

A lot of Facebook ads warn of the consequence of either doing something or not doing something. Often they are associated with health products or a vast array of financial products. They are intended to raise awareness almost through shock tactics and most come with warnings attached or hints about frequently made mistakes. Examples include:

  • Are you paying too much for (product/service)?
  • Don’t settle for (product), when you could use (product) instead.
  • Almost 90% of all (target group) don’t have (product/a statement designed to cause anxiety).
  • If you don’t do (something connected to product) then (consequence) will/could happen to you.


  1. Making life easier

We all want to make our lives easier, and any devices or innovations that can do this will be naturally appealing. It usually involves saving time or energy, and ads tend to be focused on the positives associated with what you enjoy doing with friends and family. Examples would include:

  • You could spend 25% less time doing (something you don’t want to do) if you buy/use (product).
  • Are you tired of doing (activity)? If you buy (product) you wouldn’t need to do (activity) any more.
  • Do you find (activity) difficult? If you use (product), (activity) will become X% easier.
  • Do you want to spend more time doing (activity)? If you buy (product) you could spend more time doing the things you love.


  1. Innovation

It is human nature to be interested in something new and desire the latest models. Using innovation and portraying something as being a brand new discovery will always grab people’s interest. Wanting something that is bigger and better than what you already have is a natural emotion and marketers play on this. Examples would include:

  • This brand new (product) could make your life better.
  • The (product) is revolutionary and uses the latest technology.
  • If you have dreamed of (item) to make your life easier, look no further than the new (product)
  • There has never been a better time to try our new (product).


  1. The “Best”

The “best” concept use hype to build up a product or service to grab people’s attention. Humans crave respect and acceptance of others. Most of us will follow the crowd or follow the latest fashion. Using the concept that “everyone” is using something because it’s the “best” is a powerful hook used by marketers.

  • 90% of those interviewed said that (product) was the best on the market.
  • The (product) is what every (man/woman) has craved, and it’s now available to you!
  • The (product) is selling fast, with only limited amounts still available.
  • The (product) is the best-selling (item) in (category).


5. Invest

Another common type of Facebook caption is centered around the concept of investing. These captions aim to portray the purchase of a product or service as an investment in oneself or in achieving a particular goal. They highlight the long-term benefits and value that the offering can bring. Examples of captions in this category include:

  • “Invest in your health with (product) and enjoy a lifetime of well-being.”
  • “Your future starts now. Invest in your education with our comprehensive online courses.”
  • “Invest in your child’s future today, buy registering to our summer camp”
  • “Invest in your beauty routine with our premium skincare products and unlock a radiant glow.”


Writing Facebook captions can sometimes be frustrating and very time-consuming, hopefully, these tips will help you plan your captions around your product or service. However, if you are looking for some help with your Facebook marketing, feel free to get in touch with one of our team on 02 038 5400.


  • Published on : Monday November 30, 2020
  • Last updated : Thursday July 13, 2023

About the author

As the managing partner for Phoenix Media, Rob brings over 10 years’ experience in digital marketing and running successful agencies in the UK, Australia and Thailand. Starting in a sales role he has covered all aspects of the agency from sales and service to technical ad operations. Reach him directly on

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