Take *almost* everything you learned in high school English about sentence structure and throw it out the window (sorry, teachers!). Social copy has an entirely new set of rules! Regardless of your industry, the bottom line is to create content that is easy to digest & is communicated effectively. According to scientists in a 2022 study, an average human’s attention span is shorter than that of a goldfish…
What does that mean for me? You are *essentially* creating content suited for a goldfish. A mistake I see often is content overload. On highly saturated platforms, it’s important that you stand out. Posting just to post used to be a good strategy, but social marketers are now seeing a greater response to intentional content. This includes sharing graphics and pictures that are relevant to your business and communicating with purpose! The copy across all of your social media platforms should be created with an audience in mind. What do you want your ideal audience to (1) know about this product, service, or deal, and (2) what do you want them to do with this information?
Social copy is casual and light. As copywriters, we have to find the delicate balance between personable and professional. Your communication (on and offline) affects how others view your brand and business. Below are the three main tips for amateur copywriters!
1. Set clear intentions. What are you hoping to accomplish? What action(s) do you want your audience to take? Not every post has to be content-heavy + informational. It’s actually better for your audience to see a personal side to your brand or business. This leads to the next tip…
2. Keep your copy palatable & personable. People want to work with people that they trust. The best way to do this? Give your brand a voice and a personality. Social copy is meant to be conversational. While social media may feel like a full-time job to you, to most of your audience it’s a casual activity. The text should be easy to understand and relate to. Keep it concise and avoid highly technical language and industry-specific lingo. Sometimes, less is more. Bonus points if you throw in some relevant slang!
3. Find the structure that works for you. The photo or video shared is the initial hook, but the caption is where you really get people to take action. Here’s a structure that I find helpful: Attention-grabbing phrase/line > Information > Call to action > Hashtags
We drew readers in with a witty pun, told them why they should invest (+ examples), and then asked them to do something about it (send a DM). Voila!
Here are a few questions to ask yourself after you write copy to check in:
⚡️Would I want to keep reading the caption if I saw it on my feed?
⚡️Am I compelling others to take action?
⚡️Is the content engaging enough for a goldfish?
If you follow these tips, you *should* see an improvement in your engagement, reach, and impressions (aka social analytics to follow that are the most impactful!). Small businesses have to stick together. Reach out if you’d rather have us do it for you 🖤 Currently offering consultation and management of social media accounts, websites, email newsletters, and more!