What's harder than writing a 10-page essay? Writing a two-sentence caption for social media.
Ok, we're joking. But copywriting for social media presents its own set of challenges. You have to write with strict character limits and for an audience that might call you out if they spot a mistake in your grammar, all while getting your message across.
But with quality copy comes better engagement and action from your audience, making it all worthwhile. So, if you've ever spent two hours looking at the same Instagram caption, these best practices are for you!
Involve Your Audience!
Just like I'm talking to you right now, it's important that your social media copywriting is inclusive and immersive for your audience. Why? Well, you're more likely to pay attention to something that is speaking directly to YOU. Remember, for the most part, copywriting on social media doesn't have to be too formal.
One good way to involve your audience on social media is to ask questions (bonus points if they're open-ended). This will get them engaged and excited to add to the conversation. Look how Chase uses copywriting to involve their audience:
Keep it Simple. Like, REALLY simple.
Attention spans are not long on social media. Keep your copy concise and to the point. Use bullet points, lists, or emojis to break up long chunks of text and make it more visually appealing. Most social media users decide very quickly if they're going to interact with a post. If the main message of your post is front and center, they're more likely to stay and engage. Check how Starbucks kept it simple with their copy:
On top of that, you only have a few lines of text to explain your product, service, post, or promotion. Cut the jargon and write like you're talking to an 8th grader. This will save you the trouble of having a confused audience. So, use plain language and short sentences. To make sure you have your message down, practice on your mom, friend, or dog to see if they understand (your dog won't, but it'll be cute).
Have a clear purpose.
What action do you want your audience to take? Do you want them to head to your website or leave a comment? Whatever it may be, make it clear in your CTA (call to action).
Remember that your CTA doesn't have to be some large button or super big element in your post. It could be as simple as encouraging your reader to comment or giving them a good reason to click the link in your bio. But for the love of all things holy, make sure it's not boring! Here's how New York Magazine casually introduces their CTA:
Lastly, consistency is key when it comes to social media copywriting. The style of your writing might differ based on the needs of different social channels, but keep a consistent tone. This will help you build a strong brand identity and make it easier for your audience to recognize your posts.
Use Emojis: Using emojis can make all the difference in a social media caption. Emojis can help break up the text, emphasize copy, and add some needed emotion and expression to your words!
Read Your Copy Out Loud: This is one of the most effective ways to test your copy on readability. If you read your copy out loud and it sounds like a robot wrote it, you'll want to change some things.
Use Writing Tools: There are writing tools both paid and free like Grammarly and Hemingway Editor that can be super beneficial. Never again will you have to worry if your copy is unreadable or full of grammatical errors!
Want more tips on how to engage your audience? Follow That Random Agency on social media or connect with us by sending a message below!