While not quite as glamorous or eye-catching as the photos and videos, the written copy on social media posts is just as important. It can make a social media campaign great if done well, and completely tank it if done poorly.
Social media copywriting is different than other forms of copywriting in some ways, but it does share many of the same basic tenets. This post is here to help you excel in social media copywriting, with a few tips and tricks to take your copy to the next level.
1. Do Background Research
Before you even start writing, background research is key! You want to be as much of an expert as possible on the topics you will be sharing about. Not only will this of course make you sound more informed, but it can help drive your creativity as well. When you know the lingo, the terminology, and the latest trends in the field you’re talking about, you will have a much wider base of knowledge to pull from when trying to write copy. By informing yourself ahead of time, you will be able to include specific phrases and topics that apply directly to the topic at hand, instead of settling for writing something more generic.
2. Choose a Voice
One of the worst things you can do in your copy is sound too much like a robot or machine. You want to be sure to write in an interesting way that doesn’t just sound like a basic computer-generated autofill. For whatever brand or company you are writing for, you should choose a tone and a personality to write with. Stick with this voice throughout your posts. This will help them feel consistent and also help followers feel more of a connection, and give them a sense that the posts are coming from an actual person.
3. Keep It Simple
Creativity is a must in copywriting, but be careful not to take it too far. Writing long-winded paragraphs and extremely witty wordplay may be a fun exercise for you as a writer, but it generally does not translate well in social media posts. Avoid the temptation to be overly witty: it may become too complicated to understand, and not come across in the way you intended. People don’t want to have to think too hard when reading posts on social media. Definitely feel free to inject creativity and fun into your posts, just don’t go overboard.
4. Make Note of Inspiration
Whether it’s a file, a folder, or a note in your phone, you should find a way to save posts that you find to be particularly striking or that inspire you. If you’re ever feeling a creative block, it can be extremely helpful to have a handful of exemplary posts to look at to spur some new ideas. Whenever you see something that inspires a new idea for you, do not let it slip away.
5. Speak Like Your Target Audience
Going along with the point above, when you do choose a voice for your posts, make sure it aligns with your target audience. You want to feel accessible and relatable to your audience. Make sure you understand the things they like and the way they speak, and craft your posts in a way that appeals to that. For instance, if you are promoting a product aimed at middle-aged women, you probably do not want to be adopting the latest lingo that teenagers are using, because your audience is unlikely to understand or relate.
6. Focus On Benefits
In any copywriting, you want to emphasize the benefits of your product or service, not just the features. It is well and good to be able to list out all the features of your offering. However, what will really resonate with people is telling them not just what your product or service does, but how it can directly help or benefit them. Saying that the purse you are selling has 3 separate pockets is fine, but saying that it will help people stay organized and prevent them from having to dig around to find their belongings is much better!
7. Use Persuasion Principles
Finally, the ultimate purpose of any copywriting is to sell. You want to sell your audience on whatever it is you are offering to them. In addition to the tips above, one of the best ways to do that is to use persuasion principles. People tend to be swayed by claims that seem credible, by authority figures giving an endorsement, or by popular demand: if everyone else wants a product, humans tend to be convinced that they should have it as well. Use these principles to your advantage in your writing. Talk about authorities in your field who endorse your product or service. Emphasize the popularity of your offering amongst others. Use facts and figures to back up your claims. Persuade people that they need your offering and they need it now!
By focusing on the 7 aspects above, your copywriting should be taken to the next level in no time! Just remember to speak to your audience in an appealing way, be informed, don’t get too complicated, and use proven principles of persuasion.
