📸 Snapchat+
How to write compelling headline copy (for paywalls)?
Hello Friends 👋
Snapchat+ gives us a rare front-row seat into a large organization exercising a new muscle from scratch. The new muscle is building a consumer subscription product in this case.
In the past two months, Snapchat has completely revamped the wording in their Snapchat+ promotional hooks
I looked at 19 hooks and the copy experiments there. Along the way a I learned a few things about writing compelling copy for paywall:
1. Focusing on exclusivity:
Experiments adding words like “exclusive” to feature hooks won.
2. Highlighting additional benefits
As simple as it sounds, adding “and more” to the end of a feature hook lead more people to subscribe!
Feature description » feature name:
Snapchat took as much space as it needs to explain the feature, leaning into lengthy but descriptive copy as opposed to concise but generic copy.
Doubling down on active language:
Doubling down on action oriented language like “unlock” and “customize” as opposed to more passive words like “get” is the last theme in this set of experiments.
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What stood out to me the most, is how high leverage copy seems to be is for Snapchat+.
I say this because of the granularity of some of these changes and the breakneck speed to which Snapchat+ team has experimented and iterated on copy for its hooks and purchase flow.
That’s it for today,
Ali Abouelatta