Primary text

Primary text is the main body copy of a Meta ad. In most feed placements it appears above the image or video, and longer text is truncated after the first few lines with a "See more" link. It is separate from the headline, which usually appears below the creative next to the call to action button, and from the description, which appears only in some placements.

Why the first line matters

Because longer text is truncated, the opening line does most of the work. It should give people a reason to keep reading or to watch the video. Treat it like a written hook: a question, a bold claim, a specific benefit or a relatable problem.

Short versus long copy

There is no fixed rule. Short copy can work well for simple, visual products and impulse buys. Longer copy can suit products that need explanation, higher prices or audiences who want detail before buying. Many advertisers test both.

Common structures

• Problem, agitate, solution: describe a pain point, show why it matters, then present the product.
• Feature to benefit: list a few features and explain what each means for the customer.
• Story: a short customer or founder story leading to the product.
• Social proof first: open with a review quote.

In practice

• Write for mobile, with short paragraphs and line breaks.
• Use emoji and capital letters sparingly, if at all, so the copy stays readable.
• Meta can rotate several text options when you provide them, so supply variations and review what the system chooses.
• AI Studio can help you draft variations based on your product and ad angle.