Social Media Copy? Yes. Your posts on your social media accounts are also sales writing. Your captions on your Instagram should be strategized in the exact same way that your website is.
Okay, well, maybe not exactly...but pretty dang close.
Your social accounts are the face of your business. People in the US each spent over 1,300 hours last year just being on Facebook, TikTok, and Instagram alone. That’s a whole lot of consumption for them.
And a whole lot of opportunity for you that you aren’t taking full advantage of yet. The exposure is there. It’s just waiting for you to square up.
Lucky for you, others have already been there done that. It’s all been broken down into a specific formula. Read on for a guide that walks you through the perfect way to strategize your social media content for all of your channels.
How Are You Measuring Up
What are your goals with your posts? It’s best practice to have a variety of what you want to achieve in mind in terms of your overall intentions. However, each individual post shouldn’t have more than one clear purpose.
A few ideas of goals to set with social media copy could include:
There are so many possibilities, but these should give you a general starting point.
Let Your Copy Inspire Your Visual
Creativity and individuality all around is the primary idea. Of course! But when it comes down to your copy or your image, your copy should always come first. I know, I know. It’s backwards from what you’ve been taught. In spite of that, I’ll tell you why.
When you have crafted your copy, connected to your audience authentically, checked your boxes on your “perfect copy checklist”, you will innately know the one picture that fits perfectly along with your words.
The purpose of the image is to get the reader to first stop scrolling and entice them to “read more…” When you are choosing a design that responds to your copy, you have better success with achieving this.
As opposed to creating or selecting a random image to post, and crafting copy around that image that you’re not fully sure actually connects with your audience in the first place.
Teach your crowd something that they didn’t know. Create infographics if you need to!
People tend to gravitate towards businesses that are teaching them things. Whether those things are actually about things or about themselves, about their community, about others...
I mean, I’m sure you know. As human beings, we are naturally inclined to have epistemic curiosity. When you learn something new, it brings a sense of pleasure and accomplishment. It’s an evolutionary piece to our existence.
That being said, your content must be interesting. Educate! This is non-negotiable.
Treat Your Audience Like They Are Your Best Friends
Your social media copy should be written as if you are speaking to someone you know. Like really know. An easy and seamless conversation.
Invite them into the conversation with you. Create dialogue. You can do this on all platforms, but don’t forget that each platform does have its own style and algorithm. Make sure that you are catering to each one.
If you aren’t sure how to do that, it might be in your best interest to consult with a copywriter that dabbles in social media for your niche.
Produce Interactive Content
When you create your content for your business’s social platforms, you can make it interactive to add that conversational dynamic to it.
Some ideas for that include:
There are so many fun ways that you can get creative here.
Heart Eyes Emoji x 3
Including emojis into your copy can sometimes give it the extra flair it needs. Not only that, but it also helps you communicate your tone and brand voice when placed strategically and intentionally throughout your post.
Another great benefit is being able to connect with your targeted demographic a little easier. There are certain emojis that just hit like an inside joke with some groups of people.
Be The Cool Mom
Queueing my best Amy Poehler in Mean Girls impression…
In all seriousness, never settle for being regular when it comes to your social media copy. Always be cool. Trends are constantly changing. New trends are constantly being created.
When you keep up with these, it can help your own content creation. You’ll be able to recreate posts, reference trends, and easily re-share others’ posts as well.
This does mean that you have to dedicate some time to exploring your social media channels to make sure that you don’t miss the memo in the popularity realm. Dedicating as little as 15 minutes a day to exploring popular posts will keep you well-informed.
Personability Is Crucial
Using your own experience to connect with your audience in your social media posts is a must.
Share your story every opportunity you find. This is a fundamental piece to establishing a connection with your audience. When they see that you are a real-life person running a real-life business, it drives them to trust you.
That results in a loyal following. And a loyal following is a pillar for your success. It’s a great testament to your morals and values as a business and as an individual.
In summary, when writing your social media copy, there are several aspects to consider. At the end of it all, it has ultimately been broken down to a science with a very specific formula. While the formula has flexible pieces to it, the base of it is set.
Set your goals early on.
Pour your heart into your copy first, and the design will easily follow.
Soothe curiosity by generously teaching your audience.
Open up and hold space for easy dialogue.
Have fun with your followers by creating interactive posts.
Include emojis to help establish tone.
Remain well-informed on and participate in social media trends.
Share your story so that your readers can relate to you.
When you include all of these basic elements, you will produce the perfect copy for your socials every. Single. Time.