This Is How To Write For Social Media To Create The Best Posts.

Social media success requires strong writing and visual skills.

However, not all social media editors, managers and coordinators consider themselves writers.

Fortunately, writing great social media content doesn’t have to be difficult. Not every post needs to be prolific, after all. Yet, taking the time to get your writing right will be well worth it for you and your readers.

Why Does It Matter If You Write Well On Social Media?

Every post reflects your brand.

If you're posts appear cheap, sloppy, unprofessional your company will look unprofessional. 

Unfortunately, your social media presence will most likely undermine your success or at least be a ball in chain.

This is why it is important to write well. Social media imagery and copywriting requires some unique skills. Value is key and so is space so less is more but be impactful. You also have to be consistent and engaging at all times.

Also don't forget that every network is unique and has its own tone. What works on Instagram and Facebook might flop on other social platforms. So it is key to pay attention to your audience.

Consistency Counts (So Build A Social Media Style Guide)

Developing a simple style guide can help with this. A basic style guide can be one or two pages long, and should include the following:

  • Mission Statement: Why does your business exist, and why are you on social media?
  • Audience/Persona Summary: Who are you writing for?
  • Social Media Brand Tone: Describe what your social brand tone should sound like (casual, serious, professional, irreverent, etc.).
  • Branding: List requirements for brand spellings (and other copy-related branding elements).
  • Message Types (By Network): Not all content needs to go on every network. Create some guidelines on which types of messages are appropriate on which of your social networks.


Plan Your Social Media Posts

Analyze your message type, character length, number of hashtags, emoji count, and more to help you optimize the perfect message.

When you plan your posts ahead of time, you’ll:

  1. Stop guessing what works (and what doesn’t). Learning and then remembering all of the best practices for writing on every social network is super time-consuming and tedious. Now you have a clear place to start writing every social media message! Just write, review your score on each network, and optimize further based on real data.
  2. Get immediate feedback to improve quickly. Consider the Social Message Optimizer your expert who is always there to answer your questions. You’ll A/B test your messages before you publish them to get the most engagement on each network.


Write Things People Want To Share

People have only a few seconds to spare these days and even that is too long in their minds. People know how much value their like, and eyeball adds to your page. Understanding your viewer is imperative to creating sticky content they enjoy. Let’s break this down into five major reasons:

Delivering value to their audience. People want to share things their audience will find valuable. This could mean content that’s helpful, entertaining, or otherwise worth paying attention to.

Try writing posts that convey a clear benefit. If you create how-to posts, consider writing copy that hints at what the linked article will help readers do.

To make themselves feel valued. People want to share posts that are likely to get likes, shares, and positive comments. It feels good to share something your friends like, right? You might also consider writing messages showing appreciation for your audience.

People love sharing opinions on social media, supporting charities, causes, and events.

Invoke Curiosity

Write in a way that makes people want to click through. If you’re linking to another article or blog post, you don’t need to tell the whole story in your social media update.

Instead, leave some details unanswered while implying your linked articles will answer their questions.



Angela Pond