Copywriting is dead long live copywriting

Copywriting is dead.

A lot of analysts are saying that copywriting as we know it, will completely disappear within 10 years. People have changed and so has the Internet, meaning that traditional rules of writing will soon become obsolete.?

How did that happen? And do copywriters need to start mastering new skills? Let’s see.

Content marketing overtakes

By definition, copywriting is an act of creating advertising texts, which nowadays aren’t well accepted by the audience. That's why modern marketing shifted towards content creation, making copywriters responsible not only for traditional copywriting but also blogs, articles, interviews, briefs, scripts for video, and social media. Though good in theory, it doesn’t necessarily work as intended.

Copywriters are trained to shrink, for them the simpler and smaller the idea — the better it is. Content writers, on the other hand, tend to expand. They elaborate ideas and develop them in depth in long-form articles. That’s why, nowadays copywriting positions are often taken by journalists: they are trained to create big texts and do it fast which fits perfectly into the modern demand.?

Scourge of social media

Social media killing copywriting might sound like a stretch, after all, millions of content is being posted on there daily. But ironically enough, that’s the core of illumination.

Content on social media doesn’t necessarily need quality: here, the key is to create more posts, add more hashtags to them, more popular words, music, images and do it fast — that’s how your post gets recommended. Most of the readers will probably not even care about the text nor read it if it’s too long; it all comes down to whether the post makes you feel good and not the meaning behind it.?

But copywriters by their nature like to make meaningful content and think on it: give it time, develop some killer-slogans, etc. But this process takes time.?

That’s where we can slowly move on to the next point.?

AI will take over

AI is taking over the world and copywriting is no exception. As a tool it’s perfect for creating content as fast as possible. It doesn’t need to think, unlock creativity, get sick nor does it have burnouts.

This can raise a question of whether businesses will cut their copywriters stuff and replace it with AI. Is it really worth hiring a person if there are so many AIs out there: copy.ai, ChatGPT, Friday AI… — some of which provide their services for free?

So, what is waiting for copywriters??

Spoilers: copywriting won’t go anywhere.?

Though it does sound like AI will take over the creative department and copywriters will have to put their final dots, there’s still a lot that machines’ lack. AI works as an algorithm and follows the specific rules, it uses some common phrases and structures of texts. But it can’t necessarily create something original and innovative. And what’s more, such texts still require editing and a lot of checking afterwards.?

Copywriters are a source of creativity in the texts. They still to this day make the copy sound emotional and interesting. That’s why, you shouldn’t give in to the idea that your work will disappear. Continue making good texts and enjoying your profession. Copywriting is essential to businesses and people — remember that when making your next copies.?

As of our recommendations, the H1 copywriter suggests you not to be scared but adapt to those changes. Maybe using an AI can help you during times of a big work flow or during burnouts. Analyze your opponent and hold it close to you, and that’s how you can be the best in your profession.?

Stay tuned with the current marketing world together with the H1 team.?