Better performance by fixing ad bodies for fashion ads

September 14, 2022

Fixing the text body of a fashion ad is an easy thing to do.

Because just a single marketer can control the ad body (no designer needed), there is very little barrier to entry.

This simple fix can still give you a nice performance boost.

However, keep in mind that testing the body of an ad is not easy, and if you aren’t careful, you might end up spending too much time on it.

Let’s dive in and talk about two simple tips to use on your ad body so you can focus on the creative instead!

Should fashion ads use emojis in ads?

When it comes to fashion brands, there’s always a debate on whether or not to use emojis.

The hesitation is a valid one, especially when you’re talking about brand association.

However, it might be a good idea not to use your gut and look at data instead.

Because based on the data we found, using emojis for fashion brands increases performance.

One possible reason for this is that emojis make the ad seem less like an ad, and more fun & personal.

Interestingly, outside of fashion, ad bodies with emojis perform much higher.

While it is true that emojis may perform less in fashion ads, using them for fashion brands still increases performance.

Read more about Using emojis in the ad body.

But emojis rarely live by themselves; they’re usually accompanied by text.

But how much text?

How much text should be in fashion ads body?

When talking about the ad body, one obvious element to focus on is the text.

More importantly, how much text should you write?

Let’s focus on the number of lines(every time you press enter and start a new sentence).

When it comes to fashion ads, having four lines is the optimal amount; the performance almost doubles.

Now, this might not be true in all cases, but in general, having four lines seems to be very effective.

Interestingly, outside of fashion, the optimal amount is lower; around 2 lines.

Which means in other industries, the less text you write in your ad body the better.

However, in the fashion industry, consumers seem to be extra interested in what they’re buying, so they want to know more.

So try and use around 4 lines of text in your fashion ad body for better performance.

Try these two simple tips to optimize your fashion ad body

Even though your energy should probably be focused on the creative when it comes to your ad content, don’t forget about the ad body.

It’s a simple fix and could give you a nice boost in performance.

Try these two simple tips:

  • Use emojis

  • Stick to around 4 lines of text

Test them out for yourselves and see how your ads perform!

More to read

This article focuses on ad bodies in the fashion industry. Keep learning and optimizing with the following insights:


The dataset from this article is based on 967m+ impressions and 9500+ pieces of individual content on Meta (Facebook) platforms from Fashion brands ONLY. It takes into account data from only brands within fashion industry in all countries, with the campaign objectives of conversions only. The period is from 01.09.2021 - 16.09.2022.

Numbers are looking at correlation only, not causation. Remember to check your own data: numbers for different brands, industries, and contexts will vary. If you were intrigued about a specific insight, you can go in-depth into the various dimensions and how data can be segmented in Confect, here.