Social Media Copywriting: 10 Tips to Drive Engagement

Social Media Copywriting: 10 Tips to Drive Engagement

Social practitioners put on many hats as they steadiness rising networks and codecs. Yet, sturdy social media copywriting expertise stay the muse of bringing a social technique to life.

Whether you’re writing for a large viewers on a longtime platform or constructing a distinct segment group on a vertical community, it’s necessary to refine your copywriting expertise to attain your target market. According to Rachael Goulet, Sprout Social’s Director of Social Media, (*10*)

In this text, we provide 10 actionable ideas for copywriting on social media with recommendation from our social crew peppered in to assist you to level-up your expertise and have interaction your viewers in significant methods.

  1. Create put up templates
  2. Recycle your content material
  3. Lead with a hook
  4. Write with accessibility in thoughts
  5. Use energetic voice
  6. Experiment with longer posts
  7. Test CTAs all through your content material
  8. Embrace the rise of AI in copywriting
  9. Analyze your metrics
  10. Invest in copywriting instruments and coaching

Know your viewers, model voice and rivals

Before placing your hypothetical pen to paper, it’s necessary to have a basis that guides your method. Social media copywriting varies enormously by business and model. What works for a hamburger juggernaut will most probably fall flat for a authorities company. Consult the aggressive evaluation and analysis you’ve performed in your viewers to inform your copywriting technique. Answer key questions like:

  • What sort of content material does our viewers need from our model? How do they anticipate us to sound?
  • How do our posts handle buyer ache factors?
  • What niches or subcultures does our model resonate with?
  • What are rivals doing proper? What are they lacking?
  • What tone are rivals utilizing? What does their voice sound like?
  • How is our viewers reacting to rivals’ content material?

Sprout’s competitor reviews and listening instruments expedite this analysis by figuring out what sort of content material works greatest on social in your viewers and business. They allow you to observe your rivals’ key metrics like viewers progress, engagement and put up quantity for every community, then examine them in opposition to your profiles so you’ll be able to benchmark your efficiency. They additionally empower you to dig into trending conversations, and achieve shopper insights that may assist you to differentiate your model.

An example of a competitive analysis listening report in Sprout

This analysis additionally informs your model voice and helps you refine your distinctive fashion information. Carve out an genuine, distinct voice that may assist you to enhance model recognition, construct loyalty and differentiate you from the competitors.

Your social media fashion information ought to embody all issues copywriting—from grammar, mechanics and tone to how to method writing for various platforms, audiences and codecs. For instance, the Sprout Social fashion information, “Seeds,” gives particular course for every part from embodying the Sprout voice to writing for various channels to describing the technical particulars of our product.

Be positive to seek the advice of groups throughout your org, like your inventive and technique groups, to guarantee your voice precisely displays your model’s values and targets. Invest time into constructing a information upfront to assist you to streamline and standardize copywriting sooner or later. Read our put up that delves into creating elevated fashion guides to get began.

With this course, you’ll know the way greatest to embed your model voice into your social media copywriting whereas assembly viewers expectations. And you’ll find a way to apply the following tips for social media copywriting extra efficiently.

1. Create put up templates

If you’re continually scrambling for brand spanking new put up concepts, attempt turning your greatest performing posts into templates. By utilizing a tried-and-true put up system, you’ll save time and replicate your success with out recreating the wheel.

Paramount+ makes use of this methodology on Twitter, hooking their viewers with an enticing query or assertion, then pairing the copy with branded hashtags, compelling calls to motion (CTAs) and video teasers of their upcoming reveals.

On TikTookay, Paramount+ makes use of a barely totally different system, whereas sustaining their templated method. They put up nostalgic video clips from well-known outdated reveals streaming on their platform, and pair them with copy related to in the present day’s popular culture.

Take a cue from Paramount+ by creating your individual put up templates.

To shortly determine which of your posts generated probably the most consciousness or engagements, use a software like Sprout’s Post Performance Report. The report gives a unified view of all of your social networks, so you’ll be able to see which posts carried out greatest along with your viewers throughout channels. Narrow in on the important thing elements of your greatest performing posts, and use them to construct your templates.

2. Recycle your content material

Repurpose, repurpose, repurpose. As Olivia Jepson, Sprout’s Senior Social Media Strategist shares, “We rely on the work done by other teams—like the research and writing done by the content team—to fuel our publishing calendar.” When copywriting for social, determine profitable content material your model has created for different channels and tailor the message for social platforms.

For instance, take an article that resonates along with your viewers and break it down in a number of totally different social posts.

  • Pull a stand-out quote or sizzling take from the article and use it as a put up.
  • Write a one-sentence abstract of the article, and share a hyperlink to it in your remark part or bio.
  • Share knowledge visualizations from the piece as a carousel paired with key takeaways.

We used our article, about what your social crew will appear like in 2028, to generate every of those posts.

3. Lead with a hook

Staying on-brand doesn’t have to be boring. In reality, your copy ought to entice your viewers to maintain studying. Don’t be afraid to say one thing spicy or outlandish—so long as it’s related to the issues your viewers cares about. Just beware crossing the road into clickbait territory, and keep genuine to your model voice.

Greg Rokisky, Sprout’s Social Media Strategist, advises, “When it comes to writing social hooks, swing big! Ask questions, spill a hot take, utilize a trending angle and give your audience something to agree or disagree with you about.”

Crafting a hook with the following tips in thoughts will assist you to generate extra engagement in your posts. As Greg says, “When in doubt write through a lens of empathy and authenticity. Ask yourself: What would make me want to stick around and read a post? Or engage in a meaningful way?”

To take a look at what sort of hooks make a splash along with your viewers, use our inventive testing template.

4. Write with accessibility in thoughts

Social media copywriting with accessibility in thoughts ensures an inclusive expertise. Make positive accessibility is a part of your general technique, and apply it to your social content material—from copy to photos to movies.

Here are just a few greatest practices to take into account to make your social copy accessible, particularly for these utilizing a display reader:

  • Make hashtags simpler to learn by utilizing “CamelCase,” i.e., capitalize the primary letter of every phrase in a hashtag. It ought to be #GroupSprout relatively than #teamsprout.
  • Avoid all caps. Using all caps may make display readers interpret the phrase as an acronym, disrupting the content material expertise.
  • Spell out acronyms the primary time you point out them to keep away from confusion.
  • Write in ache language. Avoid jargon and overly sophisticated phrases to make your content material extra accessible for these new to your business, non-native audio system or individuals with cognitive disabilities.
  • Avoid run-on sentences. Keep your copy brief and concise.
  • Present an important data first. This is useful for accessibility, and for writing extra partaking copy.
  • Include @ mentions and emojis on the finish of your put up. 
  • Use particular characters moderately. Screen readers know to not learn all particular characters aloud, like ampersands. But too many particular characters in your textual content can lead to a complicated expertise.

5. Use energetic voice

Passive voice clouds the that means of your copy. Use an energetic voice to craft concise and actionable social content material.

For instance, take this sentence: “Diligent customer service professionals can’t be replaced by robots.” Now, let’s remodel it with an energetic voice: “No robot can replace a diligent customer service professional.” The verdict? Active voice is clearer and can seize your viewers’s consideration.

To edit your social copy shortly, use a free software that detects passive voice just like the Hemingway Editor.

6. Experiment with longer posts

Social media copy is commonly brief, candy and to the purpose. Network character restrictions and shopper habits formed social right into a fast-paced channel. But there are some platform-specific circumstances when lengthy kind posts drive extra engagement.

For instance, on a channel like LinkedIn, your model can use lengthy kind posts to construct your thought management and credibility. LinkedIn audiences are hungry for data and, lately, have began mixing their skilled bulletins with private posts. They’re prepared to make investments time into studying compelling content material, particularly if it leans into human connection.

Greg advises manufacturers to experiment with incorporating extra long-form content material into their engagement technique. But he cautions not to overdo it. “Know the story you’re trying to tell, and don’t overcomplicate it. Focus on the pain points your audience is up against, and point to a solution.”

7. Test CTAs all through your content material

When copywriting for social media, it’s greatest to combine up your CTAs. Avoid too many sales-driven CTAs in a row, and take a look at which phrases generate probably the most engagement out of your viewers. Consult our listing of instance CTAs to get began.

Tailor your CTAs to the client journey and your content material funnel. For instance, in some circumstances, your CTA could possibly be a name to interact on social: “Let us know what you think in the comments section.” Other instances, your CTA may drive individuals to your web site: “Click the link in the bio to shop our latest collection.”

CTAs must also fluctuate by platform. While sharing a hyperlink works nicely on LinkedIn,  Facebook and Twitter, it’s greatest observe on Instagram to drive your followers to click on the hyperlink in your bio as a substitute. Pay consideration to platform nuances like this that may have a huge impact in your put up efficiency and conversion charge.

8. Embrace the rise of AI in copywriting

Artificial intelligence (AI) isn’t going to take your job. Instead, embracing up-and-coming AI could make you a extra productive marketer and copywriter by rushing up your content material improvement course of and serving to you overcome author’s block. Try inputting the hyperlink to your model fashion information and different examples of your model’s content material for one of the best copy outputs.

Of course, AI just isn’t a flawless resolution. While it might probably automate workflows and kickstart brainstorming, a human contact is required to be sure that your copy is suitable for audiences. In our social crew’s personal experiment, they realized AI instruments usually fail to prioritize accessibility and model tips, and may sound too robotic.

Ultimately, AI is supposed to be a complementary software. Use it to empower your crew to do their greatest work, however it might probably’t substitute your copywriting experience.

9. Analyze your metrics

The artwork of social media copywriting doesn’t finish if you hit publish. If you are taking a “post and ghost” method, you’ll miss crucial viewers insights that may assist you to level-up your copywriting expertise in your distinctive viewers. After your content material goes dwell, monitor how your followers react. Reflect in your efficiency by asking questions like:

  • Which matters generate probably the most consciousness?
  • Do sure put up lengths garner extra engagement than others?
  • How nicely do sure CTAs drive conversions in contrast to others?

Use the findings to evolve your copywriting fashion and iterate in your content material technique. By utilizing instruments in Sprout’s Analytics suite, you’ll be able to shortly entry these metrics in actual time. For instance, you should use the Tag Performance Report to examine totally different CTA types throughout platforms, and make changes to your copy.

Example of the Tag Performance report in Sprout

10. Invest in copywriting instruments and coaching

Finally, try to all the time be rising and enhancing as a author. Copywriting is a ability that may be honed and examined. With the multitude of instruments and companies on the market, it’s simpler than ever to constantly enhance.

Here are a few of our favourite social copywriting assets:

Elevate your method to copywriting for social media

Save the following tips for copywriting on social media to maintain the newest greatest practices top-of-mind. With some analysis, experimentation and refinement, you’ll be able to evolve your copywriting expertise and create a standout social presence. If you want course narrowing-in in your model voice, take our interactive quiz to uncover your distinctive persona.

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