Copywriting for social media is just another form of copywriting, but there are some tweaks you may want to apply. And while Your immediate goal may not be to get fans and followers to purchase something, you do hope they will spend money with your brand eventually.
That means being strategic with your social media updates and recognizing them as an important relationship-building tool. Look for the other posts in the series by following the provided links.
Related Post: Copywriting for Beginners: The Basics
Copywriting for social media: Tweaks
1. Share Your Journey
When someone follows you on social media, it’s like you’ve been invited into their home. You wouldn’t go to an acquaintance’s apartment, kick off your shoes, and try to sell them your latest product.
No, you’d spend time getting to know them. Paying attention to your shared interests and talking about those first.
On social media, this can take the form of sharing posts that you know your community would enjoy. If you’re part of the camping community, then post a photo of your latest adventures in the outdoors. If you’re part of the food community, share a video of yourself creating a new recipe over the weekend.
Also, it is a good idea to maintain your brand voice in your ad copy. As well, clearly incorporate the 5 W’s by answering potential questions your readers may have.
2. Offer Value
It’s OK to make an offer to your social media followers; but, do it in a way that adds value to their lives and makes them want what you’re offering. For example many bloggers create Facebook Live videos where they talk about their latest blogging products and then they offer a discount coupon to potential purchasers.
Facebook videos allow you to share valuable tips, visually, to your followers, as well as other helpful information. This works well for any review product that you may be promoting.
Related Post: Copywriting for Landing Pages
Another tips is to target your audience’s FOMO: fear of missing out. Let them know that whatever you are offering won’t be around forever. Countdown timers and limited time offers fit this bill nicely.
3. Ask Questions
Don’t just talk to your followers on social media. Take time to engage with them by asking questions and responding to comments. Keep your questions related to your niche and don’t go for simple yes or no responses.
Instead, ask complex questions. Most complex questions start with “Why…?” or “How…?” For example, don’t ask “Are you going to set your goals for the year?” That won’t invite conversational responses.
Instead, ask your followers, “How will you achieve your goals for this year?” This question can be the springboard for deep discussions about types of goal setting programs and products as well as accessory products like planners.
Apply what you’re learning about copywriting for social media posts. You’ll be amazed to see how useful copywriting hacks can be, especially on social platforms like Facebook and Twitter.
Related Post: AIDA: The Copywriting Template for Bloggers
4. Use Different copy for different social media channels
The best advice that I can give about using social media for your blog or website is to choose one channel at a time. Learn all that you can about this channel and how to bring traffic to your website with it before you move on to the next channel. Trust me, it is so much easier. And you are not spread so thin trying to engage masses of people in different ways.
Be sure to use the 4 C’s of copywriting for social media posts: clear, concise, compelling and credible. Start with ‘clear’ and then move on to the others. Be sure to tell a story and then use cliffhangers to encourage readers to click through.
Make sure that you are formatting correctly for each channel. You do not want a Twitter or Instagram-style “@…” landing on Facebook, where it makes no sense.
You can get awesome plugins for WordPress.org blogs that will allow you to write copy for each channel you are sending to. My favorite is Social Warfare, but there are others that do a similar job.
Related Post: Social Warfare (product review post)
Facebook has something like 30 billion pieces of content shared on their platform…per month! That is some competition, but remember that not all of the 30 billion is competing with you and your niche. Here are some tips to help you:
- You can max out at 206 characters with a Facebook feed post, but don’t. Posts with 80 characters or less get better engagement. Be laser focused with your copy to get the most bang for your ad-spend buck. And be sure to use great images, because you can see 2.3x more engagement.
- Write copy that encourages conversation and community building.
- Facebook is best used to promote blog posts, videos and reports. People on Facebook want interesting content, so use attention-grabbing text and ask questions.
- Facebook is also the best place to promote to the 65+ age group, so PPC is great here.
Twitter is a great place to hone your copywriting skills, as you only get
140 280 characters. This does not include your images, polls, or other quoted tweets. However, the extra characters have not had much impact on the average tweet size, which is 33 characters.
- The ideal length of a tweet appears to be 120 to 130 characters, as this give the best click-through rate.
- No need to go hashtag-crazy, but be sure to summarize your tweet with an appropriate hashtag or two (at most). All tweets with hashtags get double engagement. Here is some helpful information for those new to using Twitter for their blogs.
- Connect with your audience on the emotion behind the post. Read this post on emotional headlines from CoSchedule to find the right power words for your copy.
- Once you have somewhat mastered Twitter, use it to drive traffic to your next social media channel, like Facebook. Send your followers over to Facebook for live streams.
I am not a pro with LinkedIn, but I will give you tips from others who are! And the best tip is that LinkedIn is a great place to re-post blog content. It is a network for ‘professionals’, but is used for sharing industry articles and blogging content.
- Now that LinkedIn has an influencer program, you can share blog content to a much larger audience.
- Unlike other social media, which has limited content sharing, you can share full text and images with author/source credit. You get 100 characters for the title and 40,000 for the body text!
- 29% of online adults use LinkedIn, so that is a lot of reach.
Instagram started off as a platform to share photos and videos but has turned into a powerhouse for influencers. It is highly visual, and not so great for driving blog traffic.
- Instagram ranks posts based on: Interest, Timeliness, and Relationship. This is designed to give people more of the content they want from the people they care about the most.
- Use powerful copy to emphasize your photos. Keep captions brief.
- If you sell products, shoppable Instagram stories is for you. I see tons of pins titled “shop my Instagram” now in the Pinterest platform, which makes it easy for people to buy products that they see on the app. Just look for the shopping bag icon to see more details.
- IGTV (2018) allows long-form video content. Instagram stories allowed 15-second stories, but IGTV videos can be up to an hour long. And they stay around forever, so you can get engagement of potentially forever. This is great if you like to do “how-to” videos in your niche.
- If you like using hashtags, then Instagram is the place to be. It is recommended to use no more than 7 (the sweet spot). More than 8 may be perceived as spam.
- Instagram also has its share of algorithm updates, so you need to keep up them to maintain your followers.
Focus on your visuals with this channel. Snapchat’s character limit is 80 per post, with the idea that “snap’ means quick. People only want small bites of text.
The best way to use this feature is to have a few step-by-step photos or videos leading up to a compelling call to action. An example of this would be for a recipe; show the beginning (easy to put together), a mid-point photo, and then an ‘almost done’ photo and your call to action can be requesting that they visit your site for the full recipe.
I clearly do not use snapchat for my blog, but that is the gist of it.
I hope that you have enjoyed this post and have learned some tips to use in your social media copy. This list is not comprehensive. Instead, I opted to share about the big four social media channels. Pick one of them and learn all that you can about bringing traffic to it. This will help you understand your audience better and it will make sharing easier.
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