Writing effective ads: hook, copy and creative on Meta and TikTok

Creative is the lever that weighs most on a campaign’s performance, often more than audience settings. It is also the hardest part to teach, because it mixes copywriting, imagery and psychology. This article offers a structured method for students and trainers.

Start with the creative brief

Before writing a line, answer six questions. A brief fits on half a page.

1. Who is the target, and what is their situation?
2. What problem does the offer solve, or what desire does it satisfy?
3. What single promise are you making?
4. What proof makes it credible (figure, review, demonstration)?
5. What action do you expect?
6. Where will the ad be seen (feed, Stories, vertical video)?

A vague brief produces vague creative. If you cannot sum up the promise in one sentence, the ad will not do it either.

The hook: you get a couple of seconds

Someone scrolling a feed decides within one or two seconds whether to stop. The hook is therefore the most important part: first line of text, first image, first seconds of a video.

A few hook forms that work on any platform:

• The question that touches a problem: “Is your ad budget running out with nothing to show for it?”
• The concrete number: “3 mistakes that cost a lot in advertising.”
• The direct benefit: “Learn advertising without spending a cent.”
• The contrast: “Before: 5 days of prep. After: 20 minutes.”
• The identification: “Marketing students, this guide is for you.”

On TikTok the hook is visual and audible before it is textual: motion, a face, a sentence spoken in the very first second. See Video creatives and texts for TikTok and Making TikTok creatives that work.

Two structures to know

AIDA: Attention, Interest, Desire, Action

PAS: Problem, Agitation, Solution

1. Problem: “You spend, but nobody clicks.”
2. Agitation: “Every day without analysis is wasted budget.”
3. Solution: “Learn to read the numbers in 4 weeks.”

PAS suits offers that answer an identified pain; AIDA suits broader offers. Neither is a guarantee: they are frameworks, not recipes.

Primary text, headline and button

An effective format for a news feed:

• Primary text: one to three short sentences, benefit first.
• Headline: states the offer in a few words.
• Description: optional, for a detail (shipping, price, duration).
• Button: consistent with the objective (“Learn more,” “Sign up,” “Shop now”).

Readability rules:

• short sentences, simple words;
• one message per ad;
• one action requested;
• no promise you cannot keep.

Images and videos

• The subject must be legible on a small screen: little text in the image, strong contrast.
• Format matters: vertical (9:16) for Stories, Reels and TikTok; square or vertical (4:5) for feeds. See Placements and formats.
• Sound must not be essential: many people watch muted, hence the value of captions.
• Natural often wins: a video with an authentic feel (a person talking, a real gesture) frequently outperforms a very polished ad on short-video platforms.

Respect platform rules

Ads are reviewed before delivery. Avoid guaranteed-result promises, allusions to personal characteristics (“Are you in debt?”), misleading before/afters and unsubstantiated claims. Rules change: always consult each platform’s official advertising policies, which are the reference.

Test your creatives

A good creative is proven: you test several. A step-by-step method is in Ad A/B testing. Remember the golden rule: one variable at a time, one metric chosen beforehand.

Frequently asked questions

How long should ad copy be? Generally short: the essentials in the first lines, since text is often truncated. Longer copy can work for a complex offer, as long as the opening hooks.

Image or video? Both work. Short video is often better at grabbing attention, but a good simple image remains hard to beat for some offers. The test decides.

Should I use emojis? Sparingly, if they help readability. It is not a universal rule.

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