Quote from James A.Hart on July 16, 2025, 9:48 pm

Most advertisers focus on writing persuasive ad copy. They think if the message is strong enough, people will click and buy.

But in 2025, there’s another invisible factor that impacts your ad performance just as much—the sentiment of your words.

Facebook’s AI Reads More Than You Think

Every word you write in your Facebook ad—from the headline to the body copy to the captions in your videos—is scanned by Meta’s AI. It analyzes not only what you say, but how your message makes people feel.

And that matters a lot.

Meta wants users to spend more time on their platform. That only happens if people enjoy the experience. So Facebook prioritizes ads that make users feel good—ads with positive lexical sentiment.

That means if your ad feels emotionally uplifting, warm, exciting, or inspiring, it’s more likely to:

• Get shown more often
• Receive cheaper CPMs (cost per 1,000 impressions)
• Generate better overall performance

In other words, positive ads = lower costs + more reach.

How to Check Your Ad’s Sentiment Score

You don’t need to guess whether your copy is too negative. There are free tools that can scan your text and give it a sentiment score. One of them is Senti Gem.

You just paste your ad copy, and the tool will break it down into:

• Positive words
• Negative words
• Overall emotional tone

If the result shows an overall positive sentiment, you’re on the right track.

Tip: You don’t have to remove all negative words. It’s okay to highlight pain points or frustrations, as long as the final tone ends on a hopeful or empowering note.

Apply This to Your Entire Funnel

This principle doesn’t apply only to Facebook ad copy. You should also scan:

• Your landing page copy
• Your video scripts
• Your email subject lines
• Even your CTA buttons

Every word adds up to how your brand makes people feel. And feelings drive actions.

Quick Wins You Can Try Today

Here’s how to boost your ad sentiment without changing your entire strategy:

• Reword headlines to sound more empowering
  ✅ “Stop wasting money on dead-end traffic”
  ➡️ “Start converting traffic into profit—fast”
• End ads with a positive future vision
  ➡️ “You’ve got this. Let AI handle the rest.”
• Use emotionally rich verbs and adjectives
  ➡️ “Unlock”, “Accelerate”, “Transform”, “Effortless”, “Rewarding”
• Tell uplifting micro-stories
  Even a single sentence like “This helped John go from stuck to scaling in 30 days” boosts sentiment and credibility.

In today’s crowded feed, writing good copy is no longer enough. You need copy that feels good to read.

Facebook wants to keep its users happy. And the happier your ads make people feel, the more Facebook will reward you with reach, engagement, and lower costs.

It’s not just about selling anymore—it’s about making people feel better before they buy.