Inspirational and educational messages can help to drive activation across early-stage audiences, particularly those who are brand new to your company. This type of content also blends in well with the news feed, resulting in stronger CTR and overall engagement than typical sales-focused messages.
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The best Facebook advertisers understand that sales-based messages seldom cut-through without first investing time and effort in cultivating your audience. Inspirational content should be at the very forefront of the top of funnel for brands. Be a resource, not just another advertiser.