MasterClass’ Active Meta Ads

The ads sell subscriptions to MasterClass, with the main promise being access to a large catalogue of classes taught by well-known figures. The recurring offer is a discount on annual access, often framed around seasonal moments such as the end of summer or Labor Day. The line “LABOR DAY SALE” appears as a headline on several ads, while “Load up on learning this Labor Day” and “Get access to 200+ classes on everything from making the perfect burger to being persuasive” set out the range of subjects on offer. The ads also promote specific classes, including a guide to understanding GLP-1s and weight loss, a business and entrepreneurship programme, and a course on having difficult conversations. The subscription is presented as a way to learn from recognised experts across business, wellness, design and technology.

The copy opens by naming a problem or a moment.

The account runs 694 active ads in the United States, and this sample covers 89 of them. Video makes up 67% of the sample, and the most common button is Sign up, followed by Learn more. Most ads send people to the checkout page, with 31 linking there, while others go to a promotion page or to individual class pages. 2 ads carry Meta's paid-partnership label, from Justlaurenjohnson and Career Coach Chloe. The longest-running creative in the sample has been live for 13 days.