7 Tips for Writing Social Media Copy that Doesn't Suck
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When you work in social media, writing copy for posts becomes second nature. At this point, I have tons of practice and hardly have to think about what goes into great social media copy. But there’s a lot of bad social media copy out there! From grammatical errors to cringey messaging, boring language to overly self-promotional posts, social media is rife with lame posts that don’t engage their intended audience. That’s why today I’m sharing seven of my best tips for writing social media copy that doesn’t suck!
1) Develop a consistent voice and tone.
This is especially important if you work on a small team that manages social media for your organization--you don’t want your followers to be able to tell when one post is by Mark and another is by Sarah. It should all be consistent, on-brand, and seamless. If your business has done branding work, this can help inform the voice and tone you use on social media.
Your voice is something that’s consistent across all your messaging, including your website, print materials, and email campaigns as well as social media posts. When developing your voice, brainstorm what adjectives you want associated with your brand. Are you funny? Helpful? Approachable? Informative? Witty? Keep those adjectives top of mind as you’re writing copy.
Your tone will vary based on context. It might vary from platform to platform, or depending on the situation. For example, you’ll use a different tone to respond to a compliment compared to a complaint. You may be kind in response to one and firm in response to the other. Brainstorm with your team about how you’ll respond to different circumstances.
2) Be concise.
People have short attention spans. They will skim your content quickly; they’re not writing every word. That’s why it’s crucial to be concise. There are some influencers (yes I’m talking about Caroline Calloway) who can write essays and their followers will cling to their every word, but that’s not the case for the majority of brands. On Facebook, longer posts will get cut off and they’ll add a “see more” button. Longer, bulkier content also tends not to get as much organic reach. Bottom line: it’s easier to read, process, and comprehend bite-sized pieces of information.
To write concisely:
Avoid fillers such as very, really, many, etc.
Don’t ramble.
Know what you want to say. Say it.
Cut the fluff.
Put your key message in the first sentence.
Know your character limits for each platform.
Read it out loud first.
All of these tips can help you shorten your copy so your audience can better absorb your message!
This concise caption from girls night in is both human, emotional, and most importantly: brief!
3) Meet your audience where they’re at.
We often forget that social media platforms were designed to be social. Sure, now they’re used for marketing, selling products, branding, and more, but these social networks were created for connecting with friends and family.
Think about what platform your audience is on when they’re reading your content and why they came there. If they’re on Instagram, they might be looking at photos of bread their friends baked or flowers they planted in their yard. On Twitter, it may be disheartening news stories or existential jokes. Over on Facebook, it’s probably engagement photos or baby pictures. LinkedIn is full of professional updates.
Context is key. You want to fit right into whatever feed they’re looking at. Your most aesthetically pleasing photos should go on Instagram, not LinkedIn. If you have a post about your company culture, share that on LinkedIn, not Twitter. Tailoring your content to the platform you’re going to post it on can help improve engagement.
4) Make it social.
Again, social media is meant to be social. Encourage your followers to join the conversation! This was never meant to be a one-way street. Ask questions that can start conversations. Instagram has great options for interactivity, specifically polls and the questions sticker in Instagram Stories. Utilize those to encourage your audience to speak up and share their opinions! This can also humanize the brand by reminding people there’s a person behind the account and it’s not just a self-promotion fest.
5) Write like you’re talking.
Keep it simple, casual, and conversational. Again, remember to meet people where they’re at and keep in mind the social aspect of these platforms. By being overly polished and professional, you may come across as stodgy and dull. It’s about being engaging and real, not scripted and fake.
Love this fun post from the girl scouts!
6) Focus on your followers.
This isn’t about you. So many businesses see social media as a chance to shout from the rooftops about their brand. But that’s not the point! Who is your audience on social media and why do they care about what you have to say? You should always make it about them. Are they looking for something delicious to eat? Are they seeking ways to volunteer in their community? Keep in mind where they’re coming from.
You can be educational and informative, but write from a place that shows you know what your audience cares about and you want to connect with them meaningfully.
7) Don’t be boring.
There’s enough dry social media copy out there. Don’t be afraid to try something fun, weird, or different! It helps you stand out from the crowd. Use emojis--people love them. Be playful! It’s okay to try new things. Social media is forgiving. Try out a new idea; if it flops, you can always move on and try something else. It’s all feedback that can help you continually improve.
The monterey bay aquarium tried something new: live streaming animal crossing on twitch. it’s been a hit!
I hope these tips help you take your social media copy to the next level! For more social media insights, check out my unboring email newsletter.
