What is paid social copy?
Paid social copy is the writing in advertisements on Facebook, Instagram, LinkedIn, and similar platforms. The defining constraint is that the reader wasn’t looking for you. They were doing something else, and the ad has to interrupt, make a promise, and hand off to a landing page in a few lines.
The parts
Primary text above the image, the headline below it, the description line, and the call-to-action button. Each one has a character limit and a job. The image and the copy have to make one promise together, not two.
Facebook vs. LinkedIn
Same mechanics, different reader. Someone on Facebook is relaxing and responds to specificity and emotion. Someone on LinkedIn is at work and responds to relevance to the job in front of them.
Examples
Baylor Scott & White Health on Meta. SHI International on LinkedIn.
Related
Facebook and Meta ad services · LinkedIn ad services
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