SOCIAL MEDIA COPY
Keep Followers Engaged With These Social Media Copy Tips
Does your brand have a social media presence? In 2018, nearly every company needs to have a presence on social media channels. However, whether you settle on Facebook and Twitter or branch out to create accounts on platforms like Instagram and Pinterest, it’s not enough to simply have a page.
Your social media copy needs to encourage followers to engage with your content – i.e. commenting, liking and sharing. It needs to sound authentic while communicating some type of value for your reader. After all, with so many brands vying for their attention, what reason do they have to include your posts on their news feeds?
Here are some tips on creating engaging social media copy that will attract more followers and help you connect with your audience.
- Are they witty or serious?
- Do they use slang or is their speech more professional?
- What topics would they care about?
- Do they speak frankly on subjects?
This persona should guide your voice definition and also help you understand your audience better. Once you decide on a voice, keep it consistent across all channels and platforms.
When it comes to creating effective social media copy, the shorter the better. Research shows that shorter captions, posts and tweets earn more engagement than lengthier content. With so much information clogging their news feeds, people often prefer to read messages that are concise and get to the point quickly.
On average, this is how long your content should be depending on the platform that you’re publishing on:
- Organic Facebook posts with 80 characters or less receive 66% higher engagement.
- Paid Facebook posts, on the other hand, should be anywhere from five to 18 words.
- Organic Instagram posts should be around 138 to 150 characters, while sponsored posts should be no more than 125 characters long.
- The best tweets are anywhere from 71 to 100 characters, and hashtags should be under six characters
- On LinkedIn, try to keep your organic and paid updates to around 25 words or less. Your articles should be around 1,900 to 2,00 words.
A successful company builds its reputation not on its products, but on the relationships that they develop with customers. In the same way, the best social media copy will use emotion and storytelling in order to resonate with readers.
Often referred to as emotional “hot buttons,” some emotional triggers for audiences include family values, self-achievement, love and romance, wish fulfillment and the desire to become smarter.
You want to create a bond between you and your audience, and communicate how your brand fits into their lives. Use pronouns like “we,” “you,” and “ours” in order to make your posts feel more personal and directed at the reader.
For example, a family restaurant might rely on copy that communicates the importance of shared meals or treating yourself to a night out. This is much more effective than constantly advertising your menu or upcoming specials, and more likely to get customers in your chairs.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.