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Social media is an essential outlet for building your community, generating leads and sales, and growing your business. But what if your social media posts just aren’t driving the engagement you need or meeting the goals you’ve set? Check out eight copywriting tips for social media to level up your strategy and take your digital marketing to new heights.
Image via Flickr by mkhmarketing
Before you start drafting social media posts, make sure you’re writing for the correct platform. From Facebook and Instagram to Twitter and LinkedIn, each social media platform has its own set of best practices that you’ll want to follow to ensure maximum visibility for your content.
First, check the character limit. While Facebook posts can include over 63,000 characters, LinkedIn and Twitter posts can feature just 1,300 and 280 characters, respectively. That means Facebook is the ideal channel for publishing a longer story, but you’ll need to get to the point quickly on Twitter. Keep in mind that using all available characters isn’t necessarily optimal, however. For example, Facebook updates with 40 to 80 characters tend to get the most engagement, while Instagram captions with 138 to 150 characters typically perform best.
Next, take the time to incorporate hashtags into your posts — but only where relevant. While hashtags won’t get you anywhere on Facebook, using them in moderation on Twitter can get more eyes on your posts. On platforms like Instagram, using hashtags is critical for building brand awareness and increasing visibility, but you’ll want to make sure the hashtag terms you include are relevant to your content.
Want to help your audience understand how much your product or service can improve their lives? Try a simple copywriting technique that encourages your audience to project into the future.
Set the scene by describing how your audience’s lives feel right now, taking care to make it sound a little lackluster. Then describe how life could look in six months or a year, if only your audience had the right tool to address a common issue. After you’ve gotten your audience to buy into this hypothetical improvement, explain how your product or service can make it happen.
No matter which social media platform you prefer, you need a strategy for attracting attention to your brand. After all, social media users tend to have short attention spans, and they can scroll right past your content if it doesn’t capture their interest right away.
To work quickly, try using the Attention, Interest, Desire, Action (AIDA) copywriting formula. Use a surprising statement to get attention, drop a few details to incite interest, create desire for a solution, and then wrap it up with a call to action (CTA). These social media posts typically work best when you include a link where your audience can read more, opt in to your list, or make a purchase.
Searching for a simpler way to showcase your product or service? Try dialing up the intensity a notch with the Problem, Agitate, Solve (PAS) copywriting strategy.
To use this tried-and-true method, start by stating a problem that’s common among your followers. Agitate the issue by making the problem and its effects sound a bit more extreme while still being believable. Finally, save the day by solving the problem with your product or service. While you can certainly turn this into a longer social media post, the PAS strategy often works best with a short-and-sweet approach that includes just one sentence for each step.
Trying to reign in those wordy social media posts and appeal to followers who thrive on concise yet authentic messaging? Combining the two isn’t always easy, but you can do it with the Clear, Concise, Compelling, Credible (4 Cs) copywriting method.
To incorporate this strategy into your next social media post, strive to keep your language clear and easy-to-read and use short, to-the-point messaging. Keep your post compelling to capture and maintain interest, and ensure that any claim you make is credible. You don’t necessarily have to provide evidence in the post itself, but be prepared to share a link or stats if any questions arise.
While answering questions and providing solutions can be incredibly effective on social media, not every post you publish has to have all the answers. Instead, creating a sense of curiosity and getting your audience excited to learn more can be just as impactful.
To make your audience curious, tell a short story that doesn’t fill in the blanks. Try sharing the beginning and the end, and then encourage followers to follow a link and read more to get the whole story or discover the solution.
Leaving your audience with a cliffhanger is a smart way to appeal to your followers’ natural desire for closure. After all, no one wants to be left hanging, especially when you’ve captured their attention and piqued their curiosity. By publishing compelling social copy that speaks to your followers and makes them wonder, “What happened next?” you can inform, entertain, sell, and ultimately meet your goals by encouraging your audience to engage with your content and click through to learn more.
As you’re creating compelling content for your social media channels and finding a formula that gets the results you want, remember to keep your copy on-brand. Naturally, you don’t want the copy you write to sound like just anyone or even a competitor could have written it. Instead, you’ll want to make your copy uniquely yours.
To keep it on brand, take the time to define your voice. Is your brand straightforward and helpful, funny and offbeat, or warm and welcoming? Whether you’re writing posts that educate, entertain, or pique curiosity, write them in a consistent brand voice to maximize audience connections and engagement.
No matter which social media platform you’re using, great copywriting for social media can help you take your marketing goals to the next level. Keep these essential tips in mind to encourage engagement, drive sales, and create community in your brand’s preferred social space.