Content vs Copy - Which is King in Paid Ads?

We all know the saying ‘content is king’ but is that really the case with paid social media ads? There are so many aspects to a digital marketing strategy that it can be hard to know where to focus. Copy and content go hand in hand with one another and they’re both equally as important for different reasons.

Before we get started, let’s define the difference:

  • Copy is written communication used to persuade an audience to take action or raise awareness of a brand.
  • Content is information communicated to an audience through media, such as an image or video.


When it comes to social media advertising, you can’t have one without the other. The best way to decide which is King is to look at each aspect individually to determine why they are so important separately.


Good copy is a vital aspect of any marketing project, and any refusal to take it seriously will cost you. Having successful copy is an incredibly powerful ally for every and all businesses. It allows you to take a signature approach to marketing and below, we’ll detail why this is so important.

As mentioned in our previous blog post, copy allows you to form a tone of voice (TOV) for your business. This is super important as it allows you to build a brand image. Customers are able to recognise and relate to your brand simply from its TOV, allowing you to form a rapport from the onset. A strong TOV will always be listened to and ultimately becomes the way you connect with your audience. Without copy, establishing any kind of TOV becomes hard.

Copy is also important for paid ads as it allows you to tell a story, entertain your readers, and encourage them to take action. You can tell stories in as little as 15 words and it’s a way to effectively promote your products and services in a highly effective manner. Storytelling that resonates with customers, builds a long-lasting bond and improves your consumer-brand relationship.

Finally, good copy can transform normal, everyday products into must-haves. Extremely talented copywriters could probably sell milk to a cow. They know how to take all your product’s advantages and put them on paper compellingly and excitingly. This not only separates you from your competitors but also drives a lot of sales/leads.


With the rise of Instagram and visual, digital forms of social media, good content is now more important than ever. It is the cherry on top of an effective marketing campaign. The content you create communicates your message and persuades customers to purchase your products/services. Content grabs consumers attention, often before the copy does.

Content can educate your audience. A simple video with a product demonstration can educate your customers and this is the first step they'll take to deciding if a product is right for them or not. Education can be in the form of videos, testimonials, tutorials, and so on. Focusing on any potential concerns the customer may have is a strong place to start here.

Content is a huge part of your social media strategy. As mentioned earlier, the rise of social media platforms such as Instagram and TikTok means visual content is now more important than ever. Effective content on these platforms is one of the best ways to connect with your audience. The ability for the everyday user to create such engaging content using these platforms has raised the bar for businesses - customers now expect BIG things from your visuals to really stop them scrolling. 

So, which is King? Copy or content? In conclusion, both. Copy and Content are both vital aspects of a successful social media campaign, and neither should be ignored or treated with less importance. They go together hand in hand and fuel one another to be successful.

Want help with your ad creatives? Get in touch today and let's talk!