Social media is a great platform on which to showcase your brand and all the amazing things it has to offer. However, this is only possible if you go about using social media the right way, using the right copywriters.
Facebook currently has over two billion active users, which makes it the most popular social media platform on the planet. Because of the number of users that frequent Facebook regularly, many businesses have rightly come to see the platform as a great avenue through which to reach out to several potential customers around the globe.
While Facebook is a great first choice for spreading the gospel of your brand, there are other social media platforms that can be used to your benefit, such as Twitter, which has over 300 million active users and Instagram, with over 800 million users, and many others.
Because each social media platform is different, the sort of content that will work best on one might not be so successful on another. For example, on Facebook, you can publish lengthy posts that are accompanied by images and other forms of media, but on a platform such as Twitter, each post for now is limited to just 140 characters, which means you have to keep Twitter posts short and sweet.
Because of the differences across social media platforms and the amount of creativity and effort required, copywriting for your various social media pages can be a time consuming process. Also, if you post the wrong type of content on your social media page, you stand a higher chance of driving away potential customers, instead of pulling them in.
To ensure you get the best results from your social media copy and avoid any negativity, professionals like us consistently use the following guide to generate compelling, engaging, optimised and effective copy for social media pages.
Definition and Expression of your Unique Selling Proposition
The business environment is a highly competitive one. If a business is to survive and avoid being overshadowed by the competition, it has to set itself apart by possessing a Unique Selling Proposition (USP). The purpose of a USP is to provide potential customers with a clear idea of what makes your business so special and why they should patronise you.
By identifying what makes you unique and a better option than the other brands (that are likely offering exactly what you have to offer), copy can be crafted that ties in with your USP. By making your USP the centre and foundation of your social media marketing, it can be ensured that your potential customers who see you online will always see your brand in a positive and attractive light.
Emphasis on Highlighting your Benefits rather than your Features
When promoting your brand on social media, focusing on your features and capabilities isn’t such a bad thing, but it is not as effective as promoting your business by couching copy in a manner that focuses on the benefits of your products. This is because discussing the benefits of your brand or product gives readers a better idea of what it is they stand to gain by patronising you.
By focusing on benefits instead of features, copy will touch on the wants, needs and emotions of your potential customers and will thus be more compelling to a reader. Copy that resonates emotionally by focusing on how its subject can positively impact is always more efficient at making a reader perform the action you want them to, such as subscribing or making a purchase.
Application of Strong Action Verbs
Social media platforms such as Twitter require you keep copy really short. Facebook on the other hand places no restriction on length of copy. No matter how much flexibility you are permitted when it comes to the length of a social media post, it’s still best to keep things as short and punchy as possible. One of the most effective ways of keeping a post concise, clear and straight to the point is by avoiding passive verbs and sticking with active verbs. By sticking with strong active verbs and avoiding unnecessary fluff, social media copy is in a better position to keep readers engaged from beginning to end.
People on social media ultimately want to be entertained. That’s why headlines on social media like, ‘Man bought dog, but you won’t believe what happened next’ or ‘Woman ate pie and found this shocking thing inside’ always generate more clicks. The suspense these type of titles create tempt people to read more and you can use this to your advantage by also having your social media content’s headline crafted to be more titillating. This will pique the interest of your target audience and will drive them to delve deeper into your post.
There’s a reason why ‘you’ is such a powerful word in any type of copy. It makes readers feel that you are speaking directly to them and is therefore more effective at eliciting a response.
People pay more attention to copy when they feel it’s speaking directly to them and their particular standpoint. Thus, social media copy should be crafted in such a manner that it hooks a reader and makes them feel like it is a direct conversation that’s meant specifically for their eyes and circumstances.
An example of such copy includes; “If you are having a bad day, you should read this now.” Anyone who’s having a bad day and would like to turn things around will have every reason to click on such a post without delay.
Create a Sense of Urgency
Why make your readers feel like they can wait, when they can just as well do what you want now? Creating a sense of urgency might seem like the oldest trick in the book, but if it ain’t broke, don’t fix it. Creating a sense of urgency is still a very effective tool that takes advantage of human nature. People don’t want to miss out on what seems like a great opportunity and if you make them feel that tarrying can lead to regret of missing out on something fantastic, they’ll likely pounce on a current chance.
Even though many people have through experience realised that the urgency in certain copy isn’t necessarily true, a part of them still opts to play along rather than risk being wrong. An example of copy that creates urgency is, “Grab favourite items at jaw-dropping low prices now before it’s all gone!”
Use Clear ‘Call-to-Action’
A lot of the useful tips you already know and use concerning creating quality blog posts and articles are actually very useful in the crafting of social media posts. This is true, regardless if you are creating a short post for Twitter or a lengthy one on Facebook. One particular copy feature that cuts across all platforms is the Call to Action (CTA). On a website, the CTA’s function is to get visitors to perform an action you want of them, such as buy a product or subscribe for a service. On social media, a CTA is usually more about getting your audience to like a page, comment or visit your actual website.
The CTA in a social media postmight not have to be ‘salesy’, but it should be clear and concise enough for a reader to immediately understand, as well as compelling enough to get the reader to do exactly what you want.
The point of social media marketing is to get your social media audience to visit your website and check out your products or publications. One way to effectively accomplish that is to post actual snippets from what’s on your website to your social media pages. For example, an interesting fact or quote from a publication on your website can be used to attract a social media audience to click the provided link and in turn visit your website. Another example involves publishing a snippet from an ongoing promotional sale from your website on social media to lure readers to check out the actual sale on your site.
Such quotes or interesting facts should be provocative enough to make the reader want to see more. If the snippet fails to provoke, this strategy will not be a success. When posting these snippets, be careful not to give away the full gist. If you do, your social media audience won’t have any reason to visit your website, as they’ve already received all the information they need, as well as the punchline.
Social media is a great tool that can be used to the advantage of any brand. However, just like every other such tool, social media is just as effective as the person wielding it. We are professionals with years of experience and are aware of what works best for specific types of clients on social media. If you are dissatisfied with results from your current social media campaign, we can take the hard work off your hands and help you tweak your strategy as necessary to get the results you want.