Primary Text & Headline

Primary text and headline are the two main copy fields in most ad formats — the longer body copy above the creative, and the short, bold line beneath it.

Platforms truncate primary text aggressively on some placements (Instagram feed cuts off after roughly 125 characters before a "see more"), so the first line has to work as a standalone hook in text form, mirroring what a video hook does for video creative. The headline gets far less visual weight than primary text on most placements, despite the name — don't over-invest copywriting effort there at the expense of the opening line of primary text.