Writing
Copy that lets the video sell
Paid short-form inverts the usual relationship between copy and creative. The video is doing the persuading, so the text's only job is to not get in its way, which is a much narrower brief than most ad copy is written to.
Preview
Not interactive yet
The offer
reusable coffee pods, first month free, cancel any time
- Primary: the objection, answered in one line
- Headline: the offer, five words
- Hook: what the video opens on
Three steps
How it will work
State the offer plainly
Ambiguity in the input becomes vagueness in the output. Price, term and catch, in that order.
Get variants, not one
Ad copy is tested rather than written. A single perfect line is a hypothesis with no control.
Match copy to creative
The primary text and the first three seconds of the video should be making the same claim, or the ad is arguing with itself.
What it is for
Why this one is worth having
The video is the ad
In short-form paid, copy that tries to carry the pitch competes with the creative. Its actual job is to qualify and to remove one objection.
Volume beats polish
You cannot know which line works. Ten variants tested honestly outperform one line agonised over, which is the entire logic of creative testing.
Disclosure applies to ads too
Generated video in paid placements is subject to the same labelling rules, and on Meta's ad side undisclosed synthetic media is a meaningful share of rejections.
Available now
What you can already do
Generating a run of creative variants on one idea, each with its own caption, is what Rush is for. The ad copy tool is the part still being built.
RushFAQ
Ad copy generator, asked and answered
Can I use generated video in paid ads?
On the major platforms yes, with disclosure. Check the specific placement's rules, because ad policy on synthetic media moves faster than organic policy does.
How many copy variants should I test?
Enough that losing most of them is expected. Testing two and picking a winner is picking, not testing.
Should ad copy repeat the video's hook?
It should agree with it, not repeat it word for word. The reader has both in front of them and a verbatim repeat wastes the second slot.
More tools
Others in the same corner
The product is further along than the tools
Ten free videos, no watermark, and no card to start.