The topic we want to cover today is Social Copywriting: the art of writing compelling and original texts suitable for social network audiences.
Very timely when we consider that, with every passing minute, hundreds of new users from all over the world are signing up on social media. The most popular ones always remain Facebook, Instagram, YouTube, LinkedIn and Twitter. By now, they have become part of almost everyone’s life; people like to share moments of their day and love, even more, to take an interest in others’.
But these digital platforms have also proven over the years to be excellent tools for information and especially sales. It is stated and well known that to sell on social you need to be able to attract your reader, get noticed and stand out from the endless content in the online world. In fact, if before it was easy to capture the user, you just had to be there (on social), now the situation is completely different. There is so much content, so much competition, and it has become a real challenge to be able to surprise.
Therefore, it is essential to take care of every aspect of social communication. It is known that in social media the visual plays a thick role, according to many it is the most important part, but we feel confident in saying that a well-curated copywriting to accompany the image can make the difference.
So, how to write for social media? One thing is certain: the perfect post does not exist; however, there are aspects to consider in order to create social content that stands out among all those already present.
So how to achieve excellent copywriting for social media?
Pay attention to social features and target audience
To succeed in writing effective texts for social, you must first consider the specific characteristics of each network. It goes without saying, but social networks are not all the same; some are suited for longer text, others rely primarily on images, and still others were created to disseminate videos.
As we said before, in any case, the writing part is always important, you just have to figure out how much to write and to whom to write.
Social media, precisely because of their specificities, attract different targets, for example, Facebook’s audience is more adult, Instagram’s much younger, LinkedIn on the other hand is suitable for professionals in the job market.
In short, knowing social means knowing the audience a little bit as well, and consequently the messages will also need to be crafted to the point.
- Facebook: it is the social media par excellence. It is suitable for both short and medium-length texts. The general rule for all social is to write unique sentences, but with simple syntax.
- Instagram: it is the social of photography. So you have to focus a lot on the image, and the text will have to be extremely short and concise. In one or two sentences you will have to concentrate everything you want to communicate, and it is not at all easy.
- YouTube: the most suitable social for marketing with video. Here, too, there is room for written words that can appear directly in the video or in the description that will serve to provide additional information about the content or to invite the user to view your website. In this regard, you can read about our Video Consulting and Making service.
- LinkedIn: the social for the dissemination of job-related content. This social also uses along with the image the written part, which should be done in a more professional language.
Put the user at the center of your message
If you want to craft good copy for social always repeat to yourself what your goal is. Often, you pay attention to grammar and tone of voice, but you don’t really know what to write.
Remember that the content is directed to your customer, so you must provide information that will be useful to him. Therefore, promise benefits that will solve problems and satisfy his needs. The text must contain a promise, but it must also be able to entertain and amuse, possibly in the space of a few lines.
Use questions to capture attention
Do you know what works well in social copywriting? Questions. They immediately engage the audience, help them be curious, and focus them on the presentation.
The question does not bore and in longer texts it changes the rhythm of the discourse avoiding monotony and boredom. In addition, in socials where the space for the written part is really minimal, the question sentence can also be the only element inserted, along with the call to action.
Call to action is critical
On social media, messages should always be short, because users’ attention on these platforms is fleeting. In the few lines you have, never forget the call to action, that is, a request, a call to action. To leave a comment, to call for more information, to visit another page.
It is usually inserted in the final paragraph of the post, but space on social is limited so rather eliminate some words and always insert the call to action. How should it be? Short, direct and forceful.
The personalization of the text
We already find enough of very similar text and content on the web. Try to create something unique and personalized, because there is a lot of advertising on social, and the user may ask, “Where have I read that before?” This is definitely not the right way to hit someone, to do that you have to say something new, that way the user will remember you.
It is certainly not easy to personalize a text, partly because you can often cross that fine line between originality and exaggeration. But surely, a good solution is to leverage one’s strengths; those are definitely unique.
Plan your social content
Finally, to reach the highest number of potential customers, plan and schedule social content. Because it is not enough to create a singular post to engage the user-you have to choose the right moment!
For maximum performance on social you need to have a regular presence. You need to develop a digital marketing strategy, where you decide how much content to publish per month and how often to publish it, through an editorial plan.
Remember that the perfect formula on social is image + text (short, but original). The image to be used should also be chosen carefully, and if taken from the web it is always good to make it personal by making changes to make it unique.
There are many things to think about in order to achieve good social copywriting, as you have been able to see, and you can always rely on professionals who deal with social.
Ours is a comprehensive web agency, performing copywriting, planning and social media management services.
For any information please contact us, we will promptly respond to your every curiosity!
