Writing for Social Media? Try These Tricks

by Jessica Speweike, Content Developer

In today’s hyper-connected world, your social media presence is more than just a supplemental channel for brand exposure; it’s a digital handshake, a first impression, and sometimes even the primary mode of transaction. A single tweet, Instagram story, or Facebook post can make or break your reputation in the eyes of your target audience. Understanding the nuanced art of social media writing is critical. Below, we delve into some of the most effective tricks to keep in mind.

Get to Know Your Followers

Understand Your Audience

Before crafting your message, know who will receive it. Use analytical tools to discern the demographic profile of your followers—age, location, interests, etc. Go beyond numbers with periodic polls, surveys, and open-ended questions to tap into the psyche of your audience.

Leverage Data Analytics

Google Analytics and in-built platform metrics can offer insights that go far beyond age and location. Learn about user behavior, peak interaction times, and preferred content types to tailor your posts effectively.

Tailor Your Language and Tone

The same message packaged in different words and tones can evoke vastly different reactions from diverse audience segments. Youthful audiences may appreciate lingo and memes, while a corporate audience may favor formal and succinct statements.

Avoid Grammar and Spelling Errors at All Costs

Why Mistakes Hurt Your Brand

Nothing erodes the hard-won trust of your audience faster than typos and grammatical errors. Mistakes can create an impression of negligence or lack of expertise.

Invest in Proofreading Tools

Even the best of us make mistakes. Use tools like Grammarly, Hemingway Editor, or even a good old-fashioned peer review to catch those sneaky errors before they go live.

Active vs. Passive Voice

An active voice is not just grammatically accurate but also psychologically effective. It directly assigns responsibility, making your message more relatable and actionable. For example, write “We launched the product” instead of “The product was launched by us.”

Make It About Your Audience

The “You” Factor

The word ‘you’ is psychologically compelling. Make your posts about the audience, not just your products. Compare “Our software saves time” with “Imagine what you could do with an extra 2 hours per day. Our software makes it possible.”

Spark Conversations

Initiate dialogues rather than monologues. Open-ended questions, polls, and opinion-driven content can ignite conversations that turn your posts into buzzing community hubs.

Create Shareable Social Media Content

The Psychology Behind Sharing

When people share your post, they’re endorsing your content to their network. Understanding the triggers—whether it’s emotional resonance, practical value, or sheer entertainment—is key to virality.

Crafting Shareable Content

Evergreen tips, how-to guides, and inspirational stories are among the types of content people love to share. Be original, be engaging, and most importantly, add value.

Match Post Copy to Images and Links

The Synergy of Text and Visuals

A picture may be worth a thousand words, but combined with the right caption, it’s priceless. The two should not just align but also amplify each other.

Thumbnail and Meta Descriptions

When posting links, the accompanying thumbnail and meta description should be as compelling as the content they lead to. This ensures that the user knows exactly what to expect when they click on a link.

Tailor Your Social Writing to Each Platform

Know the Room

Facebook is different from X (formerly Twitter), and LinkedIn has a different audience pulse compared to Instagram. Adapt your language, tone, and post length to suit the unique characteristics and user expectations of each platform.

Platform-Specific Tips

Facebook: Mastering the Art of Subtle Promotion

  • Avoid Overt Sales Language: Facebook users generally prefer posts that engage rather than sell. Instead of asking people to “subscribe” or “buy now,” try phrases like “discover more” or “explore our new products.”
  • Length and Brevity: Facebook gives you the luxury of a larger character limit, but that doesn’t mean you should write an essay. Keep your posts concise yet complete to maintain your reader’s attention. For example, instead of just announcing a product release, you could briefly explain what problems it solves.
  • Links and Credibility: Always double-check that the links in your posts lead to the correct pages and work as intended. Broken links not only frustrate users but also detract from your brand’s credibility.

LinkedIn: The Professional’s Playground

  • Maintain a Professional Tone: LinkedIn is a platform for professionals, so keep your tone formal yet engaging. This is the place to showcase your industry knowledge and business acumen.
  • Avoid Industry Jargon: While your LinkedIn audience may be more familiar with your field, avoiding jargon makes your posts accessible to a wider audience. If you must use specific terms, consider explaining them.
  • Share Your Values: Utilize LinkedIn to articulate your company values, share success stories and build your brand identity. You can also post mini-case studies to illustrate your points.

X (formerly Twitter): Short and Sweet

  • Smart Hashtag Use: Integrate hashtags within your post copy for a more natural read. Limit yourself to two or three relevant hashtags to avoid clutter. For instance, instead of saying “We love #coffee”, you could say “For all the #CoffeeLovers out there, we get you!”
  • Tagging and Networking: Don’t hesitate to tag relevant accounts or influencers; it increases the chances of your post being re-shared, thereby extending your reach.
  • Quality Over Quantity: X requires a shorter post, but that’s no excuse for poor grammar or unclear messages. Keep it quick and meaningful.
  • Emoji Play: If it aligns with your brand’s voice, use emojis to add character to your posts and make them more engaging.

Instagram: Where Visuals and Text Unite

  • Complementary Copy: Your text should not only describe the visual content but also add to it. Use your captions to offer context or to highlight aspects of the image or video that aren’t immediately obvious.
  • Front-Load Information: Your audience’s attention span is limited; get to the point quickly. If you have a call-to-action, consider putting it early in your caption.
  • Encourage Engagement: Use phrases that inspire your audience to act—whether it’s “tag someone who needs to see this” or asking questions to provoke a conversation.
  • Hashtag Smartly: Instagram allows more hashtags than other platforms, so use this to your advantage. A mix of generic and niche hashtags can increase your post’s discoverability.

Social Media Writing at TouchStone Digital

Our team at TouchStone Digital specializes in optimizing the social media voice of your brand. We leverage data analytics, psychological insights, and platform-specific best practices to craft compelling social media posts that engage, inform, and convert.

Ready to Level Up Your Social Media Game?

Don’t leave your social media strategy to chance. Contact us today for a customized, data-driven approach to social media content. Your audience is out there, waiting to hear from you in a way that resonates with them. Reach out to us at 419-299-9000 or drop us an email.

Your brand’s social media success is one click away. Make every word count!

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