Writing posts for your personal account is usually simple, but crafting content for a brand, company, or influencer demands much more strategy. To succeed, you’ll need creativity, research skills, and a strong grasp of formatting.
This guide covers the key strategies you should know before drafting your next post.
Types of Social Media Writing
Social media copy includes any writing created for social platforms. From short quips to long guides, the type of content you’re creating will shape your approach.
Text Posts
On platforms like X (formerly Twitter) and Bluesky, text posts help brands engage followers and build a relatable voice. Keep concepts simple, whether you want to make a statement or spark a laugh.
Photo Captions
Instagram and Pinterest focus on visuals, but strong captions are still essential. Great captions reference the image without being overly wordy or complex.
Link Posts
Link posts aim to drive readers off-platform. Pair links with clear calls to action that grab attention and motivate clicks.
Thought Leadership
Platforms like LinkedIn are ideal for more serious, educational content. Thought leadership pieces let companies start conversations and share structured insights with professional audiences.
Following Style Guides for Consistency
Before brainstorming, review your brand’s style guide. Style specifications are critical to ensure your writing feels on-brand and consistent. If no guide is available, study past posts to understand the preferred tone and vocabulary. You can also use a template to document style preferences as you go.
Keeping Up With Hashtags and Trends
Use hashtags thoughtfully to increase visibility. Make sure they’re active and relevant, not just filler. Research trends before referencing them to avoid missteps or misunderstandings.
Generating Unique Ideas
Social media is trend-driven, but your content should stand out. Take inspiration from popular posts but look for ways to add your own perspective instead of repeating what everyone else is saying.
Structuring Your Posts
Structure is crucial. Platforms like X and Bluesky require concise phrasing, while LinkedIn and Facebook allow longer, blog-like content. Adapt your approach to suit each channel’s norms.
Implementing Engagement Strategies
Know what kind of engagement you want. Whether it’s comments, shares, or link clicks, tailor your call to action accordingly.
Finding Visuals to Support Your Copy
Strong visuals can elevate your writing. Depending on the post, you might pair your text with memes, photos, or user-generated content. If you don’t have a graphic designer, stock photo sites can help. Always credit sources appropriately.
Boosting Visibility
Consistency matters. Frequent posting improves visibility as platforms often prioritize active accounts. Work with your client to plan a schedule that balances frequency with quality.
Common Mistakes to Avoid
- Using long blocks of text: Break content into short paragraphs for easier reading.
- Forgetting a CTA: Every post should include a clear call to action.
- Being too salesy: Avoid heavy-handed promotion.
- Copying others: Stay original even when referencing trends.
Start Putting These Tips Into Practice
Social media writing can feel overwhelming, but mastering these best practices helps you find your voice and drive engagement. Focus on clarity, originality, and structure to make every post count.