February 22, 2022

Your Guide to Writing Social Copy That Works

Likeable Team

The information and tips in this article come from one of Likeable’s Smarter Social™ modules. Learn more about Smarter Social™, our solution for in-house digital teams, here.

Ah, copywriting. For social media marketers, writing copy can sometimes be an afterthought to the fun, eye-catching creative they’re posting in the feed. However, if done right, copy can actually be a huge part of what stops the user from scrolling past your post—and ultimately, the reason they buy your product.

The first step to writing great social media copy is, unsurprisingly, to start thinking social. It’s crucial to remember that users are on social media primarily for entertainment, or to see content from their friends and family. That means talking like a business or a marketer is a major no-no. Don’t be afraid to have fun (and forget everything you learned in English class).

Keep reading for what are, in our opinion, four of the most important tenets of social media copywriting.

1. Complement the Creative

Copy planning should happen in tandem with visual asset production. Look at each post as an extremely brief story and make sure all aspects of that story flow. When using visuals, your copy should not only make sense with what is being portrayed, but it should complement it. Prioritize your messaging and figure out what you want users to read first, then organize and format your copy accordingly.

2. Include Important Information Only

On social, users expect quick and easy-to-digest information. In fact, posts with 80 characters or less have a 27 percent better rate of engagement. Try writing out everything you want to say first, and then look for places to “trim the fat.” You don’t want to give away everything in the post copy, so use hooks like listicle-style headlines and allude to interesting information that users can uncover if they visit your site or spend more time with your content.

Some tips for catching people’s attention:

  • Avoid long intros and get to your point fast.
  • Mention the key value proposition quickly.
  • Ask a question to get the reader hooked.

3. Know the Networks

While it isn’t imperative to vary copy across networks creatively, it is important to think about how the copy affects the user experience. Best practices for tone, hashtag usage, and emoji usage vary. Every network has a place to read about and view examples of their creative guidelines. In addition to those, try Grammarly and Character Count.

4. Prove Your Point

Whether it’s to educate, entertain, engage, or anything else, there should always be reasoning behind your post. When you review your copy, ask yourself whether the post proves it. Also, did you know that advertisers tend to see better results when the words “you,” “free,” “because,” “instantly/now,” and “new” are included?


Want to schedule a Smarter Social™ session with our team to learn more? Get in touch.

Tags: Best Practices, Facebook, Instagram, LinkedIn, Social Media, Strategy, Twitter

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