Everything You Need to Know About Social Media Content Writing

Originally published August 31, 2021 , updated on June 30, 2025

Social media goalposts are moving fast. When you post content on platforms like Facebook or LinkedIn it’s no longer about only sharing updates. It’s the frontline of brand communication and customer engagement. Every tweet, Instagram post and LinkedIn article plays a role in shaping how your audience sees you.

But with billions of social media posts published daily, the real challenge is standing out. Eye-catching and unique content grabs people’s attention, making them more likely to like a post, share it and most importantly remember what you say. Whether you’re growing a business or building a personal brand, getting it right means more engagement and more impact.

So, how do you make your social media content impossible to ignore?

The answer lies in strategic social media content writing. It’s about understanding audience psychology. You want to master storytelling and optimize your message for each platform. This guide will help you get into the heads of your customers – and hopefully stay with them through your social media activity.

What is Social Media Content Writing?

Social media content writing is the art of creating content that’s compelling (people want to read it) but is also platform-optimized (it’s written in a tone or format that works for the social media host). The goal is to start conversations and inspire action. But social media writing isn’t just about getting likes. It’s a critical part of building a brand and growing a business. Here are some reasons why you shouldn’t ignore social media content creation: 

• 80% of people use social media to research products before they hit ‘buy’ according to AI company, Zipdo.
• Posts with engaging captions and clear CTAs are the ones that are rewarded with higher conversion rates.
• Companies that engage their audience on social media feel the love thanks to more customer loyalty and trust.
• A well-written post can drive traffic. A poorly written one gets lost in the scroll.

The Fundamentals of Writing for Social Media

Before looking into specialist techniques, you want to build a strong foundation. Every high-performing social media post has three essential ingredients:

1. Speak Like a Human, Not a Corporate Robot

Social media is about people. If your content sounds too formal, stiff, or salesy, it won’t resonate. Your writing should feel authentic and natural. This small shift makes a huge impact on engagement.

Instead of: “Our advanced AI-powered tool provides comprehensive data solutions.”
Try: “Tired of spending hours on reports? Our AI tool does it for you so you can focus on growing your business.”

2. Start with an Irresistible Hook

Your first sentence must stop them in their tracks. What makes a great hook?

A bold statement: “Most businesses are using Instagram all wrong.”

A question: “What’s the #1 thing holding your business back from growing?”

A shocking fact: “Did you know 80% of users trust customer reviews more than ads?”

A relatable problem: “Feeling overwhelmed by content creation? You’re not alone.”

3. Make It Skimmable and Easy to Read

People scan – they don’t read long walls of text. Keep your social media writing:

• Short and snappy (one-liners work great)
• Formatted for readability (line breaks, bold key phrases)

Example of bad social media writing:
“In today’s fast-moving business world, companies must leverage AI technology in order to stay competitive and ahead of the competition.”

Better version:
“AI is changing business. Are you keeping up?”

Seven Social Media Writing Tips

Now that you understand the basics, you want to fine-tune your social media content strategy. We have curated expert social media writing tips for you: 

1. Tailor Messages to Match Each Platform’s Vibe

Think of social media like different social gatherings. Each has its own etiquette and way of communicating. You need to match your messaging to the platform’s unique style.

LinkedIn

This is where people go to network and share their views on trends. The language here leans formal but remains personal. Thoughtful storytelling and professional reflections thrive. Longer posts are welcome, as audiences are open to more depth and value. Here your audience is looking for wisdom, not just updates.

Instagram

Instagram is highly visual, with captions adding personality and context. The tone is warm. If you go too corporate you’ll feel out of place. This platform thrives on storytelling, whether through behind-the-scenes shares or user-generated content. It’s less about selling and more about creating a feeling that leads to connection.

X (Twitter)

X is like a fast-moving cocktail party where insightful remarks make you stand out. The language here is informal and to the point. X/Twitter is for punchy takeaways and where strong opinions thrive.

TikTok

TikTok is all about authenticity and it’s where you can be real and unfiltered. The language is casual, almost like texting a friend. Corporate-sounding content won’t land. TikTok rewards humor and trends, and audiences respond best when content feels like a genuine interaction rather than a sales pitch.

2. Make Storytelling Your Mantra

People remember stories. Stats not so much. So, instead of listing features (boring, cold), use narratives to create emotional connections. You want people to feel something after reading your post.

Here’s an example:
Instead of: “Our productivity app has a to-do list and calendar integration.”
Try: “Meet Sarah. She used to juggle sticky notes and endless tabs. Now, with our app, she finishes work hours faster.”

3. Use Strong Calls to Action (CTAs)

Every post should tell the audience what to do next. Without a clear CTA, people will scroll away and they’re lost to you.

 Examples of great CTAs:

·  “Drop a 🔥 if you agree!” (Encourages comments)

·  “Save this for later!” (Boosts saves, helping the algorithm)

·  “Tag a friend who needs to see this.” (Increases shares)

4. Engage With Your Community

Social media shouldn’t be a one-way street. Brands that respond to comments, start conversations and interact with their audience build loyalty and trust.

5. Balance Value and Promotion

If every post is selling, people lose interest. Follow the 80/20 rule: 80% valuable, educational, or entertaining content vs 20% promotional content. This keeps your audience engaged without feeling like they’re constantly being sold to.

Three Essential Writing Tools for Social Media

Creating high-performing social media content isn’t just about good writing. It’s also about consistency and optimization. Even the best social media writers use tools to help them get it right. These are three that you should fit into your social media strategy.

1. Grammarly – The Key to Polished, Professional Writing

Why It Matters: Even the most engaging post will lose credibility if it’s full of typos, grammar errors, or awkward phrasing. Grammarly helps ensure your writing is error-free and clear, making it professional.

How Grammarly Enhances Social Media Writing:

• Grammar & Spell Check: Catches common mistakes that might undermine your professionalism.
• Tone Adjustment: Grammarly’s AI suggests improvements to match the right tone – whether it’s friendly, formal, or persuasive.
• Conciseness & Clarity: Helps refine wordy or confusing sentences, making your posts more punchy and readable.
• Plagiarism Detection: Ensures your content is original and free from accidental duplication.

2. Canva – The Ultimate Visual Content Creator

Why It Matters: Social media is a visual-first medium. Posts with strong visuals get higher engagement rates than plain text. Canva makes it easy to design graphics.

How Canva Enhances Social Media Writing:

• Professional Templates: Ready-to-use templates for Instagram, Facebook, Twitter, LinkedIn and Pinterest.
• Easy Branding: Upload brand colors, fonts and logos to create consistent visuals across all posts.
• Quick Customization: Drag-and-drop editor allows quick adjustments without needing Photoshop skills.
• Animation & Video Tools: Canva Pro includes animation and video editing features to make content more dynamic.

3. Hootsuite – Ground Zero for Social Media Scheduling & Analytics

Why It Matters: Social media success isn’t just about writing – it’s about consistency and timing. If you post sporadically, engagement drops.

How Hootsuite Enhances Social Media Writing Strategy:

·  Content Scheduling: Plan and schedule posts weeks in advance for multiple platforms.

·  Optimal Posting Times: Uses AI-powered analytics to suggest when your audience is most active.

·  Engagement Monitoring: Tracks comments, mentions and interactions in one dashboard.

·  Post Performance Analysis: See which posts perform best so you can refine your content strategy.

How These Three Tools Work Together in a Social Media Strategy

To maximize your content writing, design and posting strategy, these three tools should be used together:

Step 1: Write & Optimize the Post (Grammarly)
Ensure grammar, tone, and clarity of your brand voice are on point before publishing.

Step 2: Create Engaging Visuals (Canva)
Pair the post with a high-quality image, infographic, or animated visual to boost engagement.

Step 3: Schedule & Analyze (Hootsuite)
Plan ahead and post at the right time for maximum reach.
Track engagement and adjust future content based on analytics.

Final Thoughts

You don’t have to be a creative whizz to master social media content writing. If you focus on understanding what makes people engage, you’ll get it right every time. Follow the proven writing tips, use the right tools and focus on human connection. This way you can create compelling social media content that builds brand awareness and consequently sales.

Ready to take your social media writing to the next level? Goodman Lantern’s expert social media writing services can help your brand craft content that gets engagement and results.

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