Breaking news
- Format
- Static, Video
- Category
- Pattern Interrupts
- Stage
- TOF
- Requires
- A claim you can actually back
What is it
A news broadcast borrowed wholesale: coloured label bar, condensed all-caps headline, a photo behind it doing the work of a camera feed. The headline carries a claim the viewer has to click to resolve. It doesn't argue for the product — it borrows the visual authority of something people are trained to stop for, and spends it on a single sentence.
What makes it work
The headline is the entire ad
Everything else is set dressing. Write the sentence first, alone, and only build the frame around it once it stops a scroll on its own. A great broadcast shell wrapped around a flat claim is just a flat claim in a bigger font.
Open a loop the image can't close
The photo shows the subject; the headline has to promise something the photo doesn't already answer. If a viewer can look at the frame and get the whole story, there's no reason to tap. Specific numbers, leaked documents, named mechanisms — anything that implies a body of detail sitting one click away.
Condensed, all-caps, three or four lines
This is the visual signature and it's non-negotiable. Tight leading, no line breaking mid-phrase, headline occupying the bottom third or sitting in a white block. Set it in something friendly and rounded and the borrowed authority evaporates.
The label bar sets the genre in one word
BREAKING, NEWS, ALERT, STUDY. One word, solid fill, sized small against the headline. Two words and it reads as a logo rather than a chyron.
Overclaim and you pay for it twice
Meta rejects fabricated news and impersonation of real outlets, and the traffic that does get through arrives expecting what the headline promised. A curiosity gap the landing page can't close is a click you bought and immediately lost. Write the claim you can substantiate, then make that one sound like news.
Don't borrow a face or a logo you don't own
Real public figures, real network branding and real platform marks are the fastest version of this archetype and the fastest way to get an account restricted — the implied endorsement is the problem, not the image quality. Your own founder, a customer, a product shot or a stock subject carries the same format with none of the exposure.
Reference 1
AI Edit Master Prompt
Using the attached image as the layout reference: keep the full-bleed product photo as the background camera feed, the red {LABEL BAR} in the upper-left corner in white condensed type, and the solid white block covering the lower half with a large condensed all-caps headline in black. Replace the product with {YOUR PRODUCT IN CONTEXT}. Set the label bar to "{LABEL BAR TEXT}" and the headline to "{HEADLINE}".Reference 2
AI Edit Master Prompt
Using the attached image as the layout reference: keep the tight close-up of a person's face as the background camera feed, the circular inset photo in the upper-right corner showing a building with a logo, the red {LABEL BAR} centred in the lower third, and the large condensed all-caps headline in white beneath it. Replace the subject with {YOUR SUBJECT}, the inset image with {BRAND OR LOCATION INSET}, the label bar to "{LABEL BAR TEXT}", and the headline to "{HEADLINE}".