You probably have social media. If that’s the case, imagine the following scenario:
You’re scrolling through the newsfeed on one of your social media accounts. You see a well-placed post from a company you follow. The ad is for a pair of pants and it catches your eye. There is a funny blurb attached to the post that also asks for your feedback.
The company has always sold something that’s right up your alley, so you click on the link. You end up buying the pants. You are excited to give feedback on that post once you receive the pants in the mail.
You just experienced that company’s use of effective copywriting for social media. But how do they do it? How do they draft and enact a compelling social media strategy? How can your business accomplish that too?
What is Copywriting for Social Media?
It’s pretty common knowledge that social media managers are in charge of a business’s media content production.
But what is copywriting for social media? If you’ve never heard of it, you’re not alone. It’s one of the most important parts of success on social media platforms. If you run a business, though, it’s something you definitely need to promote growth and retain existing customers.
A copywriter in general is someone who writes for a marketing company. Their goal is to write effective sales copy that builds brand awareness.
A social media copywriter, however, is more specialized. They write the copy that goes with a media post. When you imagine a scenario like the one we provided above, that clever blurb is the product of a social media copywriter.
They have to take their company’s marketing goals and convert them into media copy. They employ various skills to deliver funny or engaging ad copy.
What Makes Great Social Media Copy?
There are quite a few steps to produce a great copy. Copywriting for social media means you know all of those steps. You also have to understand and use some effective strategies to get there.
Great copy uses a targeted social media plan to boost audience engagement. It aligns itself with company goals and morals.
It should also define your social media target and account for whether or not you will succeed as a company. Great copy needs to be exact and have reasonable goals. Otherwise, you could get overwhelmed and never actually achieve those goals.
To produce excellent copywriting for social media:
- Research your target audience and competition
- Enhance your social media presence
- Find inspiration everywhere you look
- Stay organized and schedule posts
- Evolve with your market’s needs
Highly Effective Strategies in Copywriting for Social Media
Writing copy is effective, but only if you employ the right strategies. We give you six of them to get started on your path to prosperity.
Convey a Message That Evokes Emotion
SocialMediaToday says that the typical Instagram user spends 21 minutes daily to look at the platform’s content. Instagram mainly consists of visual content. This is why you have to really speak to each and every user.
On this platform, your social media posts have to be short, sweet and to the point. The majority of consumers here look at the photo or video post and don’t have a lot of time for the written portion.
So you need to use your caption as a tool to support the main post. The copy has to evoke emotion for your audience.
Take the example of a publishing company that needs copy for a post about their newest book in an ongoing series. Your caption should be punchy and call on reader empathy. Maybe a great character died in the last installment. Touch on consumer emotion and bring up that experience– but do it quickly.
Take Advantage of FOMO
FOMO is the “fear of missing out,” and we all feel it sometimes. Say you are invited to a barbecue with friends and family. You aren’t immediately sure if you want to go. Maybe you have a work obligation or want to finish a DIY project at home.
Now let’s say you chose to stay home. Later on at home, you open up one of your social media apps. You see your best friend post a photo of themselves at the event where they’re having a great time. You most likely feel FOMO creep in.
It works the same way with social media marketing.
SocialMediaToday cites another study here. Apparently, 56 percent of social media users don’t want to put down their phones or computers. That’s because they don’t want to feel excluded from all that goes on within their network. You can play on this through these three tips:
- Write copy that gives exclusive access to a product or service
- Write copy that reflects an urgent time frame to act on a product or service
- Write copy that tells users there is only a small number of slots to buy a product or service
Let’s look at another example. An apartment complex might post pictures of their new floor plans. They might show urgency and scarcity in their post through their copy. They could say that there are only a few apartments left to rent or there is a limited-time offer on these specific floor plans.
Customers are compelled to act when you speak to their FOMO.
Encourage Your Audience to Join the Conversation
Are you talking to your audience or are you hosting a conversation with them? There is a difference, and it shows in audience engagement.
Consumers want to feel seen. They want to actually be seen. How do you accomplish this?
Simply put, you can engage your audience. Encourage them to have a conversation with you. When you gamify your posts, you can achieve the same desired effects.
For example, you can ask the following questions within your copy:
- What do you think about (insert product or service name here)? Let us know in the comments below!
- How can we improve your experience with (insert product or service name here)? We would love to know!
- What is your favorite feature of (insert product or service name here)?
You can even include links to quizzes or surveys for a fun customer experience.
Stalk Your Competitors
If your competitors are doing it right, they are active on their social media platforms as well. Stalk their socials to see what they’re doing well and what they’re not.
You can draw inspiration from their strengths and capitalize on their weaknesses.
Here are some questions to ask when you peruse their social media:
- What kind of general content do they have?
- How often do they post daily, weekly or monthly?
- When do they post? What are their prime times for generated likes?
- Do they interact with users in the comments section?
- What hashtags do they use? Are they effective and relevant hashtags?
There are plenty of other questions you can ask, too. These are great starting points to ensure your company stays on top of the competition and ahead of the game. Your copywriting for social media is a crucial element to company-wide success.
Pick Your Social Media Platform
So where do you start with copywriting? There are so many social media outlets in 2021 that it might seem impossible to pick just one. At the least, it’s probably daunting. Should you make a Facebook post? Should you tweet?
There’s a process that outlines it for you, though. We’ve already gone through most of the process. But first, before you pick your social media platform, know your target audience.
We’ve talked a lot about your market. Just make sure you have a well-defined one. Without it, your media writing and posts will be useless. Once you know what that demographic is, the rest comes easily.
Here are some examples of sites to post on, depending on your market:
Review and Change Your Plans
It’s no secret that copywriting for social media evolves all the time. So the last and most important strategy for success is to review and change your plans.
You can’t stay stagnant with your strategy. Sometimes things work and sometimes they fail. This is all a part of the process. Stick with it and analyze your results. You will see your business grow to levels you didn’t know were possible.
There are a lot of social media outlets. Likewise, there are a lot of strategies for each platform. These strategies depend on your social media skill level, target market and more.
Ultimately, you need to know who you are selling to in your social media ads. You also need to research constantly, know your competitors, relate to and interact with your audience and keep your plans up-to-date.
Copywriting for social media can be a challenging experience altogether. But we are here to help you. We have free marketing tools and a blog with other helpful tips. Above all else, though, we want to see you flourish as a copywriter and a business as a whole. Contact us today for more information.