Social Media Copywriting: Expert Tips for Composing Text on 5 Different Platforms [Bookmarkable]
Most of us know that nailing social media copywriting and maintaining an active social presence is essential to a brand’s marketing strategy. After all, over 90% of marketers say that social media is essential to their business.
And yet, managing it continues to be a source of frustration for many.
That’s understandable — there are many moving parts to a successful social media strategy. There’s knowing the right frequency with which to post. There’s the measurement of any ROI on these efforts.
And there’s determining what the heck to post to each channel.
Different channels have different audiences, peak times, and character limits.
That’s why we put together the guidelines below to compose copy for five social media channels: Facebook, X, LinkedIn, Instagram, and Snapchat. So read on — and start writing.
How to Compose Text for 5 Social Media Channels
Let’s start with a look at Facebook’s audience:
According to the Pew Research Center, 69% of all online adults on Facebook continue to be the highest-utilized social network. It’s a great place to start building an online community.
And remember, 90% of social media marketers say building an active online community is critical to a brand’s success in 2023 – so your efforts will not be wasted.
But out of the channels we’ll cover here, it also has the highest usage rate among the 65+ audience.
When composing text for Facebook, it’s essential to remember these data — especially if that’s who your brand is targeting. Let’s say you’re creating a marketing budget and want to decide how to allocate a portion for social media.
While we encourage having a presence across all channels, if you’re aiming for the attention of the 65+ audience, this might be the best network for an ad spend or a pay-per-click (PPC) campaign.
Focus your energy here, and then repurpose that content for other channels.
So, let’s go over some basic ground rules:
- Make sure your formatting is correct. That’s a big reason we discourage auto-posting duplicate content across multiple channels — you risk including an “@user” tag that’s only fitting for X or Instagram.
- Facebook’s character limit on status updates is 63,206. That’s far from ideal. People don’t visit Facebook to consume long-form text or stories. Buffer has found that Facebook posts with 80 characters or less receive 66% higher engagement.
- Less text allows greater focus to be placed on any visual content that accompanies it.
Facebook is an excellent avenue for creating an online community and promoting your external content — things like blog posts, reports, or videos. But don’t just post a link without a description.
Be sure to accompany it with brief, attention-grabbing text that signals what the content is about or poses a question that it answers.
Expert tip: Facebook is a great place to create community with your audience, but you need to be strategic with your posts.
Source:: HubSpot Blog
