But, as with any form of advertising, social copy deserves its own set of guidelines so every post hits the benchmark for your company’s goals—whether that be a certain amount of likes, conversions or new followers. Here are some writing tips any brand can use to establish a strong social media presence with engaging social copy.
1. Set a measurable goal:
Every social media post needs to serve a purpose—it’s the marketing team’s job to decide what that purpose is. Even a funny one-liner or retweets of something a user said largely impact how people view your brand. Setting a goal for each post can help you measure its success. Possible goals include driving traffic to your website, boosting sales or bolstering brand awareness.
2. Create rules for each platform:
First, decide on which platforms you want to have a social presence on. Then you can figure out what the brand should sound like on each platform. They’re all different—LinkedIn favors a casual yet professional tone
while Twitter is the home of slang and pop culture references. Create profiles on the platforms where your audience is the most active and that allow you to achieve your desired brand voice. Brands have to fit into their respective platforms, not the other way around!
3. Remember your target audience:
The most successful posts are ones that grab the right people’s attention. Organic social media posts are still advertisements that represent your company, regardless of whether they include paid content or not. Every bit of copy you put out should drive engagement with the intended audience. Social copy that resonates with your target audience will lead to more likes, more exposure, more sales and ultimately more success in your industry.
4. Match the visuals and copy:
This concept is nothing new. It’s no different than a commercial or printed ad where both the text and images work together to communicate one consistent message. Some platforms like Instagram require users to upload a photo along with the caption. Don’t just choose a photo that’s pretty to look at. People absorb information faster through visuals, so choose a photo that amplifies your marketing message rather than detracts from it.
5. Offer incentives for engagement:
Consumers want to know what’s in it for them. Even the most loyal followers will lose interest if a brand drones on about something that doesn’t concern them at all. Engaging posts like product giveaways, contests and promo codes all give consumers a reason to regularly check your social media profiles.
Brands consistently find success on their respective social media platforms. No matter what you’re selling, there’s a platform for every business. Social media isn’t going away anytime soon, so the faster your brand joins the conversation, the better.
Engaging social copy starts with a partner who understands your audience.
Say hello to Spin Creative and get your social media campaign started on the right foot.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
