Subscribe for digital marketing insights
delivered to your inbox weekly!

Social media is an essential part of a brand’s marketing strategy. Posting on social media might not seem that difficult: you can write something clever, add a funny image to the mix, share it, and voila! You have your post. But with over 2 billion pieces of content shared monthly just on Facebook alone, how can you make your posts stand out from the crowd? With compelling social media copywriting.

Here are key elements to keep in mind to turn copywriting into your secret weapon for social media success.

social media copywriting

Use your words wisely

Easier said than done, right? It is within copywriting best practices to establish the social media personality of your brand before hitting the post button.

Take a moment to analyze what kind of content you want to share with the world, and how would you want to be perceived. Decide if you want people to see your brand as funny, smart, interesting, witty, quirky, etc. and write for that voice.


Write with purpose

Your online presence needs a purpose. Either to inform, educate, or entertain. The purpose you choose will depend on your overall brand voice, business goals, and social media objectives. Having a clearly defined purpose is key to creating a consistent experience for your audience on social media.

Once you have established your purpose, all of the content you write for social media will fall in line, making it easier for you to know what to write, and easier for your audience to know what to expect from you.


Address your audience

Once you have your brand personality and purpose, you need to ensure that the content you create speaks directly to your niche audience needs and wants in a way that they want to hear. When you’re writing your copy, don’t ask yourself “What do I want to write today?” But instead, “What does my audience want to hear today?”

This goes hand in hand with the development of your online personality. You should speak like, or at least understand, the way your audience speaks. Imagine targeting a young crowd and talking to them with only technical jargon and fancy words. You want to share your message in a way that will be heard.


Post on the right platforms

Each social media channel has its own audience, peak times, and character count and it is within copywriting best practices to acknowledge this and craft different posts for each channel. Here’s a quick breakdown of the top social media platforms:


Facebook: Write copy to build a community and start a conversation.

79% of Internet users are active on Facebook. This is a good platform for promoting external content, adding links, blog reposts and sharing video. Although Facebook has a long character limit of 63,206 characters per post, it is within copywriting best practices to write short, attention-grabbing copy that’s related to the external content you share without giving all away. Posts with 80 characters or less receive 66 percent higher engagement.


Twitter: Gain popularity with hashtags and memes.

36% of online adults ages 18-29 are active on this social network. With a maximum character count of 280, the ideal length for a tweet is actually around 120-130 characters. It's a great idea to include hashtags in your copy to be easily discovered by users looking for specific content.


LinkedIn: Share polished, professional content.

The quintessential business-related social media platform, you can use this channel to talk about the professional side of your business. 29% of all online adults use LinkedIn. This gives you a great opportunity to share content published in other platforms such as blogs, conference events, and connect with other professionals in your field of work.


Instagram: Use clever copy that highlights your visuals.

Mainly used to share visual content, copywriting for this social media channel should focus on writing short enticing copy no longer than 3 lines that include a clear call to action, hashtags and mentions are also appreciated but be mindful to include them after the first 3 lines otherwise your beautiful copy will be overshadowed.


The Internet never forgets.

And it might take its toll on your online image. An important skill of social media copywriting is to be mindful of creating engaging content specifically crafted for each social media platform, otherwise, it could undermine your hard work and not have the effect you desire. Now that you know social media copywriting best practices, start using your striking writing skills to make your audience grow.

copywriting best practices 


Is your brand ready for social media stardom? Get to know our services and see how we can be a part of your journey.

Fernanda Yee Soto
Fernanda Yee Soto

As our Associate Creative Director, Copy, Fernanda helps shape the voice and narrative of our clients' blogs, social media content, and ad campaigns. She’s always driven to find the perfect word, either in English or Spanish. She’s been working in radio, tv, media, and copywriting for 10 years. She graduated with a bachelor's degree in Communications from the Autonomous University of Baja California.