Copywriting these days |  What are the new trends? (and where we are going)

Many think that copywriting is dead. Since the advent of generative AI, traditional copywriting is no longer necessary. This is not true on many levels. Handcrafted content is indeed required less and less than before. However, copywriting in 2025 has evolved and adapted to the demand.

We now find it in videos, landing pages, and SEO. It has adapted to new areas, and in this article, I explain five of them.

New things for copywriting these days

Copywriting these days is a mix of everything (as is SEO, media buying, and marketing in general; it’s a downgrade for the industry in this aspect). Let’s not view it as an isolated area of marketing, self-sufficient and necessary. It has lost ground; it has become a subsidiary section of advertising and SEO. Copywriting over the last couple of months/years has shown that it is still alive, but with new facets. 

01. Scriptwriting

The predominance of visual content is undeniable, and we are seeing more and more videos on social media. Here, content writing is tailored to these channels as scripts.

Of course, what is the most powerful vehicle for conveying a digital marketing message today? Videos. Copywriting is now present in video content creation. Scriptwriting is widely used to create scripts for social media videos and other digital content. Many companies use it for:

• Scripts for professional YouTube and TikTok videos.
• Multiplatform advertising campaigns.
• Scripts for other communication channels, such as television and radio.

02. Ad copywriting and media buying

What other resource, complementary to videos, is currently dominant on social networks? Yes, ads. Ads are an excellent way to convey messages in a paid manner and achieve immediate visibility. And, of course, copywriting in 2025 has adapted quite well.

But what does copywriting have to do with ads? Ad optimization depends heavily on texts. Metadata, headings, headlines, descriptions, and tags all use text. 

We can find ad copywriting for:

• Creation of optimized content for Meta campaigns.
• LinkedIn ads through InMail messages.
• Content in newsletters and emails.

03. SEO copywriting

This area remains strong. If you want content for landing pages or compelling descriptions in your social media posts, then you need SEO copywriting. 

Its great popularity is sustained by the need for companies to develop SEO strategies to improve their rankings. Since AI and web browsers still rely heavily on well-written, optimized content, copywriting remains in its prime in marketing. 

We still find a lot of traditional copywriting in this sector. For example, writing blog content, updating web pages, and creating social media posts. 

SEO copywriting is still very much alive in:

• Content writing for proofreading, editing, and optimization of online content.
• Periodic publications in press releases, white papers, news, etc.
• Optimization of metadata and publications in social networks, newsletters, and ads.

04. UX writing

It remains in high demand. Although many specialists do not consider UX writing a distinct sector of copywriting, it is closely related to copywriting and is linked in many respects.

We see UX writing closely associated with application and software development. It is used in content creation for mobile apps, digital user experience, video games, and online platforms. Additionally, there is a significant focus on how specific audiences receive content.

We find this writing in areas such as:

• Content for cell phone and tablet applications.
• Content for video games and entertainment systems.
• Content for online platforms of all kinds.

05. Traditional copywriting

We close with traditional copywriting. Throughout this article, we have mentioned that this type of written content creation remains current in several areas. However, it is implemented in other disciplines.

By traditional copywriting, I mean the most typical copywriting. That is, the one we see in blogs and web page content. Although it has declined significantly due to the emergence of generative artificial intelligence, many clients still request this content. Why? For several reasons:

• Quality human content continues to rank well in Google.
• Human content has a better reputation and engagement.
• Many sites have authoritative content creators who generate visits.

And in which areas do we still see traditional copywriting? In the following:

• Blogs with periodic content publication.
• Digital newspapers and advertising channels.
• Websites include e-commerce platforms, marketplaces, and traditional websites.

The written content must be well integrated across all our services (designs, ads, SEO, etc.). We require texts for ads, SEO optimizations, or websites.

Considering these points leads us to consider better results in content creation to avoid bad practices. Copywriting these days is no longer an exclusive exercise in research and content writing. It’s an advertising trend adapting to the market. It is a whole range of efforts and tools for publishing written content in different formats.

I have noticed that the creation of traditional written content has undergone considerable changes. However, it has not disappeared, as many say. It has been integrated into other areas and is enjoying a second youth.rably. However, it has not disappeared, as many say. It has been integrated into other areas, such as SEO and Media Buying.