Trying to craft the perfect
CTA? Not sure how to capture attention in a mere 140 characters? If you’re
ready for your social copy to cut through the noise and stop potential
customers in their scrolling tracks, this is the guide for you.
Have you ever been in a
conversation with someone and thought “Wow…this person just gets me”? That’s
how your audience should feel when interacting with your brand. Unfortunately,
many brands get so caught up in pushing their own agendas that they fail to
connect with their audience at all.
The first step to connecting
with your audience is learning
to understand them. Study consumer insights and data like a book, pulling
in any insights you can about your audience’s day to day activities, interests,
motivations and pain points. This info will help you better tailor your copy to
your audience, which in turn will make your copy stronger and more effective.
Brevity and clarity may be
the name of the game when it comes to writing social copy, but don’t think your
work is done if everything you write is under 50 characters–what’s more important
than character count is making sure the message you’re conveying is loud and
To find the best fit for your
brand, experiment with copy lengths to see what resonates with your audience.
Some brands can get away with longer text, while others find that short and
snappy quips (or even just a singular emoji!) drive the most engagement. Study
the performance of a variety of posts and let your audience inform your
If you want something in life,
you have to ask for it. Whether it be a raise, promotion, or an extra side of
guac at Chipotle (no judgement) you’ll never get what you want if you don’t
It’s the same with social
media. To be truly effective, your copy has to inspire action. You can write
beautiful sentences all day long, but that copy will still fail to drive
results if it doesn’t inspire your audience to act. Think of it this way: compelling
copy is the bait that captures your target audience’s attention, while a strong
CTA is the hook that inspires action and drives results. Want your audience to
click through to your website? Tell them. Want your audience to engage in your
poll? Tell them. When you have mere seconds to engage with a customer, it pays
to be direct.
The most important question
to ask yourself when writing social copy is “Would I click on this?”
If the answer is a hard “no”,
delete everything and start over. Take a moment to consider your audience’s
motivations, feelings, and desires, then try writing from their perspective. Imagine
you’re a member of your target audience scrolling through Facebook: what
aspects of your product or service would be most appealing to you? As a
marketer, it’s your job to tap into your audience’s feelings, needs, and
desires to connect and communicate with them.
Write with focus—and a timer.
When the pressure’s on to
write compelling, actionable copy, don’t panic. Set a timer and blurt out everything you
can think of. Don’t stop. Don’t overthink. Just write.
Once time’s up, look back
over your writing and begin to draw out key words and talking points that you
can form into an idea. By drawing from your ideas (rather than staring at a
blank page or a list of product benefits) you’re more likely to come to a new
conclusion, use case, or snappy hook. You’ll also eliminate any unnecessary
buzzwords or filler, which helps keep your copy concise, clear, compelling and
Great copy informs and entertains your users and grabs their attention in their newsfeed. Ready to get writing? Download our content ebook for social copy tips and more.
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