Originally published August 31, 2021 , updated on August 30, 2024

Social media has been around since 1997 when a platform called sixdegrees.com launched. However, it has only been in the last decade and a bit that this space has evolved beyond personal profiles. And now it’s worked its way into content marketing campaigns and large marketing strategies.

Many companies across the world use social networking platforms. This is a great tool for speaking to potential and existing customers. Companies use this online space and social media writing to really establish their brand voice. It’s a place that can make or break a brand – depending on what is said.

As a result of this reality, companies have had to relook at how they package content for this space. In the early days of social media, junior staff could run a company’s Facebook and Twitter accounts. These days, dedicated social media and community managers, content creators and highly skilled social media content writers and strategists are employed to perfect the company’s social media presence.

That said, not everyone has the time or resources to learn the art of creating content for social media. As such, we’ve compiled a list of things to keep in mind when writing for social media or hiring social media writing services.

No Two Platforms Are the Same For Social Media Writing

Writing a post for Facebook is one thing. But you cannot simply re-use the same caption across all social media platforms. Your copy needs to be carefully crafted to suit the relevant platform. For example, Twitter, Instagram and LinkedIn each have their different requirements, objectives and audiences.

While you can use the same topic, you absolutely have to change the wording for each one and possibly the images as well, which we will discuss below.

Use Images and Video to Support Your Copy

Industry experts will tell you that using images or video assets in your social media posts significantly increases your engagement. A beautiful image or catchy video will grab viewers attention faster than copy would. However, there are some things to keep in mind when using images or videos in your social posts.

Remember to always use high-quality graphics and videos that are relevant to your post. You also need to ensure that the image matches the size specifications for each platform. For videos, try to keep the clips short – under three minutes is best.

Also, avoid using the copy to explain what’s in the image or video. Instead, use it to entice viewers to know more. For example, if your video is about a hacker gaining access to sensitive information, the copy could be “Here’s what could happen if you’re not using professional internet security services”.

Use a More Casual Tone When Doing Social Media Writing

Remember that social media is just that – social. As such, it is important to ensure your copy is written in the correct tone. It’s all about connecting with your audience and getting them to engage with your brand. Try not to sound too formal, even if you’re a more corporate brand.

When speaking to your social media followers, you can be a bit more casual. We’re not saying switch to “Hey, buddy!”. We’re just advising you to be more personable in your posts in this space. Use pronouns that people can relate to. Say “we” or “I” instead of “our company” or “the organisation”. Customers and followers want to feel as though they are engaging with a person, not a corporation.

Add in Some Questions for User Engagement

Social media is all about engagement, and questions do well in this regard. Throw in a few questions now and then to get your audience commenting on your posts. This not only helps on the engagement side but also builds a sense of community.

Let’s use the same example as above and imagine you are an internet security company. If you’re writing a post about the importance of securing your laptop against potential threats, you could end it off with a question like, “What’s the most precious thing on your laptop you might lose if you were hacked? Tell us in the comments below!”

Posing a question immediately gets people thinking, and they may even feel inclined to engage with you and share their thoughts.

Keep Things Positive In Your Social Media Writing

Social media can do harm if not done right. Twitter users can certainly attest to that. Don’t let your platforms and accounts contribute to the negativity. Keep your tone upbeat and positive, and don’t ever use the space to criticise others.

If something terrible is happening in the news and you feel inclined to comment on it, offer support to those affected and not your opinion. If a particular issue does not directly impact your industry or target audience, or if you are not a thought leader in the space, do not weigh in. Write copy that inspires, educates and adds a positive sentiment.

Add a CTA

Even though social media is designed to engage and communicate with your audience, you still want to elicit an action. That’s why it’s essential to include a call to action in all of your social media writing attempts. Even if your audience is engaged with your post, many won’t take the next step unless prompted to do so.

You could direct them to your website for more information, ask them to sign up for your newsletter, share a blog from your website or send them to your other social media channels.

Use a Content Calendar and Plan Ahead

The key to keeping on top of social media copywriting is planning ahead. Draw up a content calendar ahead of time and write out every piece of social media content that you want to share during that time. Link images in the calendar, add all the hashtags and ensure you have links to your website if needed. Your posts should also be scheduled ahead of time to make the process more seamless and efficient.

Once you’ve done this, send this to someone to proofread. This ensures that someone else has eyes on the content and can advise on any typos, mistakes or even tone-deaf content. If you don’t know where to start with the calendar, Hootsuite has several templates you can use.

Pull Reports and Amend Your Copy Based on What You See

When you’ve put in all this work, you want to know if your social content is working or not. Each platform will allow you to view analytics and reports to see how your channels are performing. Make a note of the content that did well and the ones that didn’t. You can use this information to craft your next content calendar. In this way, you can prepare future social media writing that will better appeal to your audience.

Social media is here to stay, and all companies should have an online presence. If you have difficulty staying on top of it all, you reach out to professional content writing services for assistance. This will take a lot of additional work off your plate, and you can rest easy knowing that it’s in the hands of experts.

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