22 Ways to Improve Your Writing for Social Media Marketing

Social media writing can throw even the most seasoned marketer for a loop. But we all know a social media presence is a necessary weapon in your marketing arsenal. So what should you do? Social media success starts with what you write and how you write it.

Indeed, you can make the reader feel something, take action, or be more informed simply by paying attention to your social media writing habits. Social media etiquette differs from long-form content etiquette, and the interactions with your readers come at you fast and frequently. So what should you do?

Let’s start with the “write stuff.”

1) Write for a beginner

This is not dumbing down; it's forcing you to write clearly, de-emphasizing all the jargon and catchphrases, even the acronyms. It's about writing for someone new to your industry or sector.

Say something genuine, and tell the reader your important and useful message. They'll stay and scroll instead of stop and leave.

2) Write for your audience

Always keep in mind the reader's perspective; make them the center of attention. They don't care about you or what you do. They want to know how what you do will benefit them. Detail how their lives will improve with your product, be it attitude, goods, advice, or technical know-how.

Write on social media with your audience in mind; most of your competitors don’t.

3) Write with a purpose

Articulate the purpose of your content. Too often, we write to write. That doesn't engage. What action do you want the reader to take? To click the buy, call, or contact us button? Maybe you want them to feel something. Empathy? Bliss? Informed? Smart?

Social posts are usually a top-of-mind selling opportunity. It’s also an opportunity to build, show, and share your brand.

4) Write to make a connection

Organic social posts should be written to inform, entertain, or just make that connection with your audience.

Avoid pushy, sales-driven messaging.

5) Write a clear message to match

You want your audience to see that the post and the destination page match. After they respond to your CTA and convert, they can wander your site.

6) Write to invoke curiosity

What you write is meant to generate a desire to know more in each audience member, whether that be more about your company, your brand, or your product.

Invoke the audience's curiosity to find more answers to questions they may, or may not, have known they had. Or give them something new to chew on to generate other questions and find those answers.

7) Write to each network

Every social media network is different, and their feed algorithms change regularly. Be sure you know each one's current best practices. Understand the purpose of each network and what works best on each one.

Different audiences. Different purposes. Different expectations.

8) Write with consistency

People expect social media accounts to have a consistent voice.

Your presence needs personality: this is your voice on social media. And, it needs to be a consistent voice—one that’s both true to your brand and adjusted to fit each social network you’re on. Your tone is the inflection you apply to your voice.

Best practices for writing social copy

9) Know your brand

Good social writers understand your brand personality and bring it to life in their copy.

Is your brand personable: fun, warm, and inviting? Or is it professional: serious, authoritative, and orderly? Or is it both: tying fun content into more professional themes?

Get your hands on a copy of your company mission or values statement. These guidelines explain why your company exists and what you do. This will help you set brand identity, purpose, core values, personality, and visual and voice tone.

If your company has a style guide or social media playbook, internalize it. Here you’ll find sample posts and headlines, voice and tone examples, best practices for calls to action, and more.

10) Know your audience

Who are your customers? What are their values, concerns, and interests?

Write in a way that puts your audience at the story's center. How? Say "you" more than you say "us." It’s important to know your audience. Survey them if you have to. You need to know who you’re writing for before understanding what they want from you. Create a social media audience persona. Personas are a key tool for understanding your audience. They should have real quotes, challenges, goals, needs, attitudes, and behavior.

Read the comments on your social channels. Note your audience’s vocabulary and tone.

11) Know your competition

Seeing what kind of content your competition is writing can help inspire your approach. Check out some of your competitor’s social profiles and make a note of the following:

- What does their brand voice sound like?
- Does their content appear to drive engagement?
- If this company were a person, would I want to talk to them?

Additional Tips and Tricks

15) Keep it casual

Avoid long or convoluted sentences
Stay away from commentary
Don’t use a long word if a short one will do

16) Keep it short and simple

Your social media page is for a link to your blog. Don't copy and paste an entire blog post on the social media page
It's okay to use emojis to illustrate a point instead of verbalizing (just not too many)
Use fewer words as a teaser for your link, video, or infographic

17) Think about your call to action

Be punchy and direct with your CTAs. Test a variety of CTAs and optimize continuously.
Ask a short question or make a short, impactful statement to generate interest
Don’t confuse your readers by asking more than one question at a time

18) Keep it personal

Remember, informal language works better on social media
Tailor your style and words to suit each of your social networks
Speak directly to each fan to improve engagement rates

19) Be prudent with punctuation

Incorporate meaningful hashtags in your sentences (particularly on Twitter and Instagram)
You don't have to use the entire character limit. Short sentences are best
Write with impeccable grammar and perfect spelling. It'll help you gain trust.

20) Write great replies

Your replies should always be in brand voice
Your replies should always be friendly, polite, and informative
Don’t be afraid to pass a client to your support team. Just be sure all the style information is communicated

21) Check spelling and grammar

Don’t rely on the spellchecker. It may detect incorrect spellings, but it won't always tell you if your sentence is grammatically correct or if the intended word is the one you typed
Don’t rush. Read your post out loud before actually posting it
Run your piece through a grammar-checking tool or online editors like Grammarly or Hemingway Editor

22) Learn to write great captions

Simply link to a blog or product page
Include a link to purchase or view the product
Keep sentences short and compelling

Keep this list in mind as you take on the world of social media content and marketing, and you’ll be set to create content that engages and delights your audience. That engagement will ultimately lead them into your sales funnel and toward conversion.

Social Media Marketing, Content Marketing

Shelley

Shelley's been in Seattle practically since the dawn of time. She enjoys having fun (seriously) with research and writing. In her off hours she reads and walks, although not at the same time -- because tripping over sidewalks is embarrassing.

22 Ways to Improve Your Writing for Social Media Marketing