What is Body Copy?
The main text of an ad below the headline. Expands on the hook, provides details, and builds the case for clicking. Optimal length varies by platform: 125 characters on Meta feed before truncation, up to 2200 on Instagram.
Body copy vs. headline vs. primary text
On Meta, "primary text" is the caption above the image (up to 125 characters visible before truncation). The "headline" appears below the image in bold. "Description" is the smaller text below the headline. Body copy refers to the primary text, which does the heavy lifting: it expands on the hook, addresses objections, provides proof, and drives the click. Most viewers read the image and headline first, then scan the body copy for confirmation.
Optimal body copy length by platform
Meta feed: 40-80 words (125 characters visible, but longer copy can work if the hook is strong enough to earn the "See More" click). Instagram: 30-50 words. TikTok: on-screen text overlays of 5-10 words per frame. LinkedIn: 100-150 words. The trend in 2026 is toward shorter body copy as creative carries more weight. Exception: high-consideration purchases ($100+) benefit from longer copy that addresses objections.
Writing body copy that converts
Start with the benefit, not the feature. "Wake up to clear skin" beats "Contains 2% salicylic acid." Use the second person ("you" and "your"). Include one specific proof point: a number, a testimonial snippet, or a time frame. End with a clear next step that echoes the CTA button. Avoid jargon unless your audience uses it. Read it aloud; if it sounds like a press release, rewrite it.