The specificity of image copywriting, the features of storytelling as a method of writing image materials are considered. Image copywriting involves the creation of texts that shape and enshrine the image of the brand, the person and the service in the consumer’s mind. Historically, in Ukraine image texts were first circulated through the traditional and electronic media, and with the development of network communication an active functioning of such texts started on Internet, which proved its extraordinary effectiveness precisely when reaching the network audience. At the same time, the text does not only emphasize the positive aspects of the institution, product or service, does not call for something to buy or order. This is its key difference from the Direct-Response copywriting materials. Image copywriting has much in common with such journalistic genres as: review, press release, interview, biography, invitation, expert opinion, media statement. In the web space, the most prominent examples of the implementation of the image copywriting is the section "About Us", which is mandatory for many companies' sites, and is obligatory for any resource “Home” page.Today, the most commercially viable way of writing image texts is storytelling. It was first approached in the early 2010s in the New York Times. Simply and unobtrusively speaking about yourself, the company and the product is the best way to establish a connection with the consumer and the market is. A professionally created story not only create big interest but also arouse empathy in the readers, who begin to agree with the author. The unobtrusive presentation of information leads to the goal set by marketers: it is up to the individual to decide how to treat the material. Today, special storytelling techniques are being developed and actively operating to help copywriters to create image text of high quality.Such materials increase the trust of the target audience to the object of the image campaign, have lasting effect and remarkable commercial results.