How to master social media copywriting

June 18, 2021

9 ways to master social media copywriting and create awesome content 

Do you want to master social media copywriting but don’t know where to start?

Don’t worry – we’ve all been there!

When you’re first starting out, social media copywriting can seem like a minefield. There’s so much to think about and if you don’t get it right, your brand could suffer.

But, if you do get it right, your social media presence can take your company to the next level.

So how do you make sure every post is a success? How can you use different social platforms for different aspects of your brand? What’s the best way to increase audience engagement?

Vocal is here to help you figure it out.

Here are 9 ways to master social media copywriting and make your content awesome!

  1. Create a brand presence…who do you want to be?

Social media copywriting is your chance to really define your brand’s voice.

How do you want your audience to view your brand? Think about how you want to use your social platforms to meet your company’s goals.

A lot of the time, brands use social media to show their audience their “fun side”. Think about Netflix, who never fail to deliver a sassy comeback to their audience’s tweets. Nowadays, people tweet at Netflix just for the feisty reply. You can really take advantage of social media copywriting to drive audience engagement and enhance your brand’s image.

And remember, when implementing your social media strategy – consistency is key! While you should adjust your voice for different platforms (see tip 3!), you need to be identifiable as a brand.

  1. Make sure every social media post has a goal

The whole point of social media copywriting is to elevate your brand to the next level. To make sure you’re successful, you should make sure that every social media post has a goal.

Posting content without thinking of the bigger picture is a waste of your company’s time.  If you really want to reach your social media goals, you should track the success of each post. Have you noticed more sales after a certain post? Are there any posts with little audience engagement? Does one post perform well on LinkedIn but not so much on Twitter?

Keeping track of this will help you produce rich and effective social media content every time you post.

And don’t reuse the same marketing goals for every social media platform. To really master social media copywriting, you should create a different strategy for each social channel you have.

  1. Match your voice to the platform 

If you want to create awesome social media copywriting, your tone of voice needs to match the social platform.

What do we mean by this? It’s simple really! Think about how your favourite brands write on social media – notice the difference between platforms?

The language you use on LinkedIn will probably differ from the language you use on Twitter. LinkedIn is your chance to connect with like-minded companies and market your skills. So, using a formal voice is more appropriate.

But Twitter, Instagram and Facebook are different. Depending on your brand presence (see tip 1!), you can use these socials to connect with your target audience. Your audience will probably scroll past formal tweets or boring Instagram captions. You should use these platforms to reach out and grab their attention.

  1. Engage with your audience

There’s no doubt about it – social media copywriting is the best way to connect with your audience. Make sure you don’t waste this golden opportunity!

When you post on social media, don’t just talk about your brand. If you want your audience to engage with your posts, talk to them!

End each post with a compelling call-to-action (CTA) or sign off with a question. It doesn’t matter what you choose – just encourage your audience to react in some way.

And the social media marketing shouldn’t end just because you’ve hit “post”. After you’ve posted your content, filter through the comments and see if you can respond to anyone. Look for opportunities to engage with your audience and strengthen your relationships.

If your audience knows you’re active in the comments, they’re more likely to respond in the future.

  1. Make sure you use words AND visuals effectively 

To master social media copywriting, you need more than words – you need to think about images too.

As a copywriter, you might not have given much thought to images. After all, life as a copywriter is all about finding the right words! But with social media copywriting, visuals are key.

Think about the content that catches your attention. When you’re scrolling through socials – especially when you’re in a hurry – images are the thing that stands out most.

Use eye-catching images to grab your audience’s attention, and then bring it home with a killer caption or tweet.

That being said, it’s important that you don’t use images just for the sake of it. Make sure every image you post is relevant to your product or service. If the image doesn’t make sense, you’ll confuse your audience – and they might look elsewhere!

  1. Make the most of hashtags – but don’t overdo it! 

When you’re first starting out with social media copywriting, getting the hashtags right can be a daunting task. It can be tempting to avoid them altogether. After all, if you don’t use them, then you can’t go wrong.

But in the world of social media, hashtags are the perfect way to get your content out there. While you don’t have to use them, they can make a real difference to your company’s reach. They make your posts searchable and will help new customers discover your brand.

But when you make use of hashtags on social media, there are rules you need to follow. It’s important that you don’t overload your posts with irrelevant hashtags just to get noticed. Yes, people might discover you that way, but your company will appear messy and inconsistent. Think about how the hashtags you choose will elevate your brand’s social presence. And if they won’t make a difference? Don’t post it!

And don’t forget, consistency is key. Using ten hashtags on one post and none on the next is not a good look for your brand. 

  1. Stay up to date on social media trends

For your social media copywriting to be successful, you need to stay on top of social media trends.

Can you make use of a hashtag trending on Twitter? Are social media influencers promoting a specific challenge on TikTok? If you notice that social media trends are working for other companies, think about how you could use them yourself.

Your brand will appear current – which will help with audience engagement – and the trends will build your online presence.

  1. Take advantage of FOMO

FOMO is the shortened term for “Fear of Missing Out”. If you want to master social media copywriting, you should take advantage of FOMO in your posts.

FOMO encourages people to strive for the “awesome” lives they see on social media. No matter the product or service, your sales will increase if the audience believes they’re missing out on your brand.

But how do you take advantage of FOMO?

You should create a sense of urgency in your posts. Maybe you’re promoting a fantastic offer that’s about to expire. Or maybe there are only a limited number of your product left on sale. Using phrases like “sale ends soon” or “for a limited time only” will push your audience to act.

And it’s perfect for social media copywriting because you don’t need many words for it to work!

  1. Learn how to use character limits to your advantage

When it comes to social media copywriting, there’s something else you need to consider – character limits.

Not all social media platforms have a character limit as small as Twitter’s 280 characters. But even with no character limits, you still need to think about the length of everything you post.

People have short attention spans. And when they’re using social media, they don’t want to deal with anything too complicated. So, if they see a post that will take more than a minute to read, they’ll scroll right past it.

Cutting down your content can be tricky. But if you want your audience to engage with your posts, you need to keep it brief. Why not save the rest for your company’s blog? A blog is a great way to make use of copywriting and you can link your blog in a CTA!

Need help with your social media copywriting? Enter Vocal!

Our copywriting services will take your brand to the next level!

Looking for something different? Not to worry – we can help with that too!

Our team can handle all aspects of marketing, from copywriting to design and branding. No matter what you need, Vocal can help.

Get Vocal with your marketing! Contact a member of our team to find out more.

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