Writing Music Ad Descriptions That Convert

Description copy provides expanded context beyond headlines. While fewer viewers read descriptions than headlines, those who do are often more engaged and closer to taking action. Effective description writing serves these higher-intent viewers while remaining accessible to casual scanners.

Description Function

Descriptions serve different purposes than headlines.

Context Expansion: Providing detail that headlines cannot accommodate.

Objection Handling: Addressing concerns that might prevent action.

Value Deepening: Elaborating on benefits suggested by headlines.

Information Completion: Essential details that could not fit elsewhere.

Trust Building: Additional content demonstrating legitimacy and value.

Front-Loading Importance

Most readers scan rather than read completely. Structure accordingly.

First Sentence Priority: Lead with the most important information.

Inverted Pyramid: Importance decreases as description progresses.

Complete First Line: Even viewers who read only the first line should receive value.

Key Points Early: Essential details should not wait until later paragraphs.

Length Optimization

Appropriate description length varies by platform and objective.

Platform Limits: Character restrictions on some platforms enforce maximum lengths.

Viewing Context: Mobile viewing favors shorter descriptions.

Audience Intent: Higher-intent audiences may engage with longer descriptions.

Content Needs: Some messages require more explanation than others.

Display Advertising: Banner placements through platforms like LG Media (starting at $2.50 CPM) severely limit description space.

Formatting for Scanability

Structure helps readers find information quickly.

Short Paragraphs: Brief text blocks rather than dense walls of text.

Bullet Points: When platform allows, bullets organize information clearly.

Line Breaks: Visual breathing room between ideas.

Bold Key Terms: When platform supports, emphasis guides scanning.

Platform-Specific Approaches

Different platforms handle descriptions differently.

Facebook/Instagram Ads: Description appears below headline. First line often visible; rest requires click to expand.

YouTube: Descriptions expandable below videos. Most content hidden until expanded.

Google Ads: Strict character limits with multiple description lines.

Twitter/X: Tweet copy functions as description with character limits.

Music-Specific Description Content

Music advertising descriptions have particular content opportunities.

Release Information: What is being released, when, and where available.

Artist Context: Brief background for new audience members.

Musical Description: Genre indicators, mood descriptions, comparison artists.

Social Proof: Stream counts, chart positions, press quotes.

Collaboration Credits: Featured artists, notable producers.

Exclusive Elements: What makes this release or event special.

Calls to Action in Descriptions

Descriptions often include or conclude with action prompts.

Action Clarity: Specific instruction about what to do next.

Link Context: Explaining where links lead before viewers click.

Multiple Options: When appropriate, offering different actions for different interests.

Urgency Elements: Time-sensitive language encouraging immediate action.

Tone and Voice

Description tone should match artist brand and audience expectations.

Authenticity: Copy should feel genuine to artist identity.

Audience Alignment: Language appropriate to target demographic.

Genre Consistency: Tone matching musical style and culture.

Professional Quality: Clear, error-free writing regardless of casual or formal tone.

Description for Different Campaign Types

Campaign objectives influence description approach.

Release Campaigns: Focus on the music itself, availability, and listening experience.

Tour Campaigns: Dates, venues, ticket information, and live experience promise.

Merch Campaigns: Product details, availability, and purchase information.

Fan Growth Campaigns: Artist introduction and reasons to follow.

Handling Space Constraints

Limited space requires strategic choices.

Essential Only: Cutting everything that is not critical.

Abbreviation Caution: Abbreviations may confuse; use only universally understood ones.

Link Prioritization: When space is limited, ensure link or CTA fits.

Character Counting: Knowing exact limits and writing to them.

Social Proof Integration

Evidence of existing popularity builds trust.

Stream Numbers: When impressive, stream counts signal value.

Chart Performance: Chart positions provide external validation.

Press Quotes: Critic endorsements add credibility.

Fan Testimonials: Real fan reactions demonstrate appeal.

Playlist Features: Notable playlist inclusions signal quality.

Testing Descriptions

Description effectiveness can be measured.

Length Testing: Comparing performance of different description lengths.

Content Testing: Different information emphasis compared for results.

Tone Testing: Formal versus casual approaches measured.

CTA Testing: Different action prompts evaluated for conversion.

Common Description Mistakes

Several patterns consistently weaken descriptions.

Redundancy: Repeating headline information wastes space.

Excessive Length: Descriptions longer than attention warrants.

Missing CTA: Descriptions that inform but fail to prompt action.

Self-Praise: Focus on how great artist is rather than audience benefit.

Jargon: Industry terms unfamiliar to general audiences.

Errors: Typos and grammatical mistakes damaging credibility.

Description and Visual Coordination

Descriptions should complement visual creative.

Additive Information: Describing what is not visible.

Context for Visuals: Explaining what viewers are seeing if not obvious.

Consistent Tone: Description mood matching visual mood.

Action Support: Description reinforcing visual CTAs.

Writing Process

Systematic approaches improve description quality.

Start with Essentials: List information that must be included.

Draft Multiple Versions: Options enable selection of strongest.

Edit Ruthlessly: Cut everything that does not serve purpose.

Check Limits: Verify final copy fits platform requirements.

Proofread Carefully: Catch errors before publication.

Description Templates

Reusable structures speed production.

Release Template: “[Release Type] ‘[Title]’ out [Date]. [Brief Description]. Listen now on [Platform(s)].”

Tour Template: “[Artist] live in [City] on [Date] at [Venue]. [Brief description of experience]. Get tickets: [Link]”

Announcement Template: “[News]. [Context]. [What this means for fans]. [Action].”

Effective descriptions provide the context and detail that move interested viewers toward action. While fewer people read descriptions than headlines, those who do represent higher-intent audiences worth addressing thoughtfully.