Ad Copy

Text or content referred to as Ad Copy is written specifically to accompany advertisements on social media. The content of an ad copy is aimed at the target audience and at persuading, informing, or engaging them. When it comes to Ad Copy and the content of an advertisement on social media, such as Facebook, it is written with the distinct idea that it needs to both serve the exact purpose a traditional advertisement does while also fitting within the social media world.

In the case of a LinkedIn ad, the visual element might consist of a picture of someone using the product. A TikTok ad might feature a video that relates the product to a trending challenge. However, in any of these cases, the copy (the text accompanying the image or video) is crucial for communicating what is being sold and to whom.

Image and video can only go so far in telling part of the story. The text needs to both narrate the rest of the story—or at least the highlights of it—and do so with a kind of urgency that encourages users to take some kind of action.