The prevalence of social media in our lives continues to skyrocket. Constantly we use it to keep up on friends, family, job connections, and celebrities. This makes it one of the best marketing platforms for reaching out to your audience and prospects. Social media copywriting, therefore, is an important skill to have. The skills necessary to succeed though will vary depending on the platform. Here are some tips to help get you started on each.
Posting updates on Facebook
Facebook is a great place to start for social media copywriting. This is the platform of choice for connecting family and friends. Therefore posting in an informal, yet helpful way is the best thing to do. As of April 2017, Facebook boasted 1.86 billion monthly users. That a large pool of people to potentially reach. The tips for writing on facebook apply to both writing advertisements and post updates.
The text of a post or ad is the first thing the reader will see. In the world of social media posting, short, snappy, is the name of the game. The text needs to make the person stop scrolling and grab their attention. It should be straight to the point and break down as many purchase barriers as possible. Purchase barriers may include not knowing the price, what the product is, or having preconceived notions about it. Addressing these in a post/ad by stating the price and inviting the person to learn more, will help the reader be more likely to click on your post.
Posting Updates on LinkedIn
LinkedIn is all about business. In fact, it’s the world’s largest professional network, boasting 106 million monthly users. As such, ensuring that your post has business value is imperative. Occasionally, I’ll see people post things that would be better placed on Facebook (I.e. not business related) and people will comment and tell them to post it on Facebook. That gives you an idea of how serious people take this site.
Writing an update on LinkedIn or posting an ad should first and foremost be related to business. It should follow a template as Facebook in that it’s short and snappy. There also needs to be a clear business value. LinkedIn is full of people looking to expand their networks, skills, and knowledge. Fulfilling those needs will definitely help you to be noticed more.
General Best Practices
Many good general copywriting best practices apply to social media copywriting. Things like, “Show, don’t tell”, focusing on headlines and making sure there is a point to what you write are just a few. I want to focus on the latter two, headlines and making sure there is a point.
The importance of headlines cannot be overstated enough. It’s especially important on social media. Most people will probably be reading your headlines rather than your text. A good headline is your lure. Once you hook them, then they will read the rest. The way you do this by clearly stating the point of your post. A good test of this is by asking the question, “Did what I just said, make the reader want to hear more?” If not, you should probably take it out of your post/ad. If you can answer yes to that question, move on.
Summing it Up
Like any other type of writing, social media copywriting takes practice. Luckily though, it can be one of the easier ways to gather feedback on your writing. Due to the large audience available, it can be easy to get feedback on your post is performing or not. The main objective in social media copywriting is to get the reader to click on the link. By implementing the best practices for each social media platform such as Facebook and LinkedIn, in addition to general copywriting best practices, you’ll be well on your way to getting that link click, gaining the authority, and obtaining the audience engagement you need for businesses on social media.