10 Simple Ways To Write Social Media Copy That Boosts Engagement
Writing a social media copy is not just about what you want to convey; it’s more about how you convey.
The sole aim of a copy is captivating viewers’ attention and compelling them to take action (eg. increase website traffic or download an eBook). Whether it’s an ad or a post, there are various ways to draft a social media copy.
You can experiment with different variations to identify the ones that generate maximum engagement. However, it’s crucial that you adopt a logical approach that knows how to work the human psychology for positive results.
For example, the phrase “free resource” will spark a better reaction than “detailed resource”.
10 Ways To Write Attractive Social Media Copy
Mentioned below are 10 great strategies that’ll help you create gripping social media copy for maximum engagement.
1. Make It Relevant To The Funnel Stage
Users don’t go on social platforms with the intent of buying. They go there to entertain themselves and catch-up with their friends. While it may be difficult to gauge their intent, you could align your social media copy objective according to the sales funnel.
This involves designing a process wherein users will advance through various funnel stages – awareness, consideration, and conversion (ACC).
Awareness: Here, the user is not aware of your brand. The sole aim of the social media copy is to break the ice and create a connection with them by sharing content that’s valuable to them. Try not to promote your brand at this stage.
Consideration: In this stage, the user known about your brand. Here your social media copy will highlight the core problem that your product is solving. You’re still not selling to them, but you are telling them how your product can make their life easy.
Conversion: At this stage, your user is convinced about your product/service and is ready to buy from you. Your message here will be one that promotes sales. It could highlight discount coupons, limited period sales, new user deals, etc.
2. Define Social Media Copywriting Guidelines
While promoting your brand on social media, it’s crucial that you build a relationship with your target customers. Your brand should have a voice that resonated with your buyer persona’s personality.
This is where your brand copywriting guidelines come in and your social media copy must align with them for maximum result. For example, if you are a B2B company that sells raw material for manufacturing, your copy would be a little more technical and straightforward.
However, if you’re a B2C business, then you do have an opportunity to be a little more relaxed and funny/quirky in your communication.
The demographics and interests of your target audience also affect the words you use in your social media copy. For example, content and context will be different when you’re targeting people in the UK compared to the US.
3. Try To Address All The 5 W’s
If you can write copies that demystifies five questions – who, what, when, where, and why? – then you’ve given the user a good amount of information to form an opinion.
A social media copy is a short excerpt that cannot highlight every single detail. Your goal is to show the most relevant content that’ll urge users to take action. For example,
Who: Who are you? (Company name)
What: What is your core offering?
When: Relevance of information with respect to time
Where: Relevance of information with respect to place or location
Why: Why are you sharing the information?
4. Write And Re-write Your Headlines Until They’re Perfect
The first thing a user notices in an ad copy is the headline. This means that it must be enticing enough to grab their attention. To create conversion-oriented headlines, try addressing pain points, listing the benefits, or evoking curiosity in the onlooker.
Headline length is an important factor. The shorter and crisper the headline, the better it performs.
If you can come up with a perfect headline for a social media copy, it can alone compel a user to take action.
5. Optimize Social Media Copy For Length
People don’t usually prefer lengthy posts because their attention span is short and they have other things to do. So, how do you get them interested? By optimizing the length of your social media copy to suit the platform.
The ideal length differs from channel to channel. According to a study, Facebook posts with less than 140 characters received 91.39 percent more likes.
Tweets between 120 and 130 characters witness the highest click-through-rates (CTRs). The moral of the story is – keep your copy short, concise, and meaningful.
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6. Compliment Your Text With Attractive Visuals
Visuals attract more attention than just text. To get someone’s attention, have an attractive visual that complimented with a great copy. Ensure that the messaging on both is linked and communicates one important message.
For example, if an image highlights the car interiors, the copy should further highlight those benefits. Write a copy that compels the user to experience the interiors by scheduling a demonstration at their doorstep.
7. Create FOMO
Do you know 56 percent of the social media users experience FOMO (fear of missing out)? They believe if they are not on social media, they’ll miss out on an experience, a deal, etc.
As a marketer, you can use this FOMO element in your social media copy to increase engagements, sign-ups, downloads, etc.
The FOMO experience has three main components – scarcity, urgency, and exclusivity.
Scarcity is when the offer is available in limited quantity,
Urgency is when the offer is valid for a limited duration, and
Exclusivity is when the offer is available for the “special ones.”
Use these accordingly to boost conversions.
8. Boost Impact Using Numbers, Emojis, And Hashtags
Spicing up social media copies with additional elements along with words can generate fruitful results for you. Plain text tends to get a tad monotonous.
Consider sprinkling numbers, emojis, and hashtags in the copy to make them more attractive and relevant.
Users tend to be more receptive to numbers because it’s related to measurement and reasoning.
Emojis, besides expressing emotions, are attention-grabbing elements.
Hashtags increase your reach and aids in branding.
Find a good balance between these elements to craft a winning social media copy.
9. Highlight The Pain Points Of Your Users
Try addressing the problems and needs of your target audience in your social media copy. Empathizing with people by stepping in their shoes helps create a bond with them.
This, in turn, encourages them to take action. To know their pain points, you must work on creating a customer persona. Further, keep eyes on social media discussions happening in your niche.
For example, you know people are looking for natural cosmetic products that don’t harm their skin. If you are a company that sells 100 percent natural cosmetics, you can create a social media copy that highlights and promotes this fact.
10. Use Power Words As Hooks
Power words are persuasive terms that trigger a psychological or emotional response in people. As a copywriter, you can use power words to increase the effectiveness of your social media communication.
There are various types of power words such as – trust words, vanity words, curiosity words, greed words, angry words, motivational words, etc.
For example, instead of writing “Bake red velvet cake in 5 steps,” you can rephrase it as, “Quickly bake delicious red velvet cake in 5 easy steps.”
The words – quickly, delicious, and easy – are power words that trigger the imagination of the viewer. Using these power words can help you increase your conversion rates.
The Bottom Line: Redefine The Art Of Writing Social Media Copy
Writing social media copy is not an easy job, especially when you have to attract people who don’t know you at all. While there are infinite ways to curate a compelling social media copy, these are some proven methods that’ll produce desired results.
Incorporate some – or all – of them to come up with different variations. Run campaigns, analyze results, and soon you’ll know what works and what doesn’t.