Winning on Facebook is less about technical account structure and more about how people think, scroll, and click. The tips below focus on human psychology, curiosity, and creative craft — and on studying what's already working so you can apply it.
Prioritize human psychology over algorithms
Do not obsess over technical account structures or targeting algorithms. Instead, obsess over people and human psychology, focusing on what gets them to click and engage, as this will always outweigh media buying tactics.
Deliver "news value" or findings
The most widely viewed content on Facebook consists of news and gossip. To align with existing user behavior, your ads should deliver news value, findings, or information that people would naturally want to share.
Create "hyperdopamine" ads
Your ads are competing for attention with Netflix, the UFC, and viral gossip. You must flood your prospect's brain with dopamine using eyeball-grabbing headlines and scroll-stopping images to win the "war of attention".
Sell the click, not the product
Your ad's primary job is to sell the click by baking in immense curiosity. Curiosity is described as the most powerful emotion for running ads and "hijacking the primal monkey brain".
Utilize "pattern interrupts"
Use creatives that interrupt a user's scrolling pattern, such as mysterious images or "weird" visuals that force the brain to stop and comprehend what it is seeing.
Combine curiosity with a targeted benefit
While "blind clickbait" can be negative, a successful "hyperdopamine" ad intersects burning intrigue with a big, specific benefit that your specific market wants.
Ensure ads look like native content
People naturally avoid ads; therefore, your creative should not look like an ad. Use "raw native" photos — such as those taken on a smartphone — to blend in with regular user content.
Target the entire "market pyramid"
Do not just focus on the 3% of the market ready to buy right now. Use Facebook to reach the other 97% — those gathering information or those unaware of their problems — and nurture them through your funnel.
Write at a 5th-grade reading level or below
Use the Hemingway app to ensure your copy is easy to read. The easier your copy is to consume, the more people will read it, and consumption precedes conversion.
Use extreme specificity in your claims
General claims create doubt. Add specificity to your copy (e.g. "how to lose 12 to 19 kilos" instead of just "how to lose weight") to increase the depth and believability of your claims.
Format copy for mobile readability
Since 80% to 90% of users are on mobile, you should use frequent line breaks to provide "eye relief" and create a "greased slope" that makes reading effortless.
Prioritize positive hooks
While you should test different angles, positive hooks promising a big benefit outperform negative hooks (focused on avoiding pain) roughly 80% of the time.
Use the "Learn More" call to action
Based on split-testing, the "Learn More" CTA is currently the most effective choice; avoid more aggressive options like "Buy Now" or "Inquire Now".
Applying these tips is easier when you study what's already working
Spreshapp helps you do exactly that. With the Spreshapp Chrome extension you can:
- Save any ad in one click directly from the Meta Ad Library. No DevTools needed.
- Automatically capture the creative, copy, and metadata (advertiser, platform, dates).
- Organize saved ads with tags, folders, and notes so your swipe file is searchable.
- Get AI-powered creative analysis — hooks, messaging angles, audience personas instantly.
- Share and collaborate with your team or clients on any saved ad.
Build a research-backed creative library, apply these 13 tips to your own ads, and let your whole team learn from what's already winning.