Social Media Copywriting: the secrets to effective writing

How and what to write on Social Media Copywriting? The ease of use of this tool has made access possible for practically anyone. Each of us can improvise and write whatever comes to mind on these channels.

However, the ease of the tool does not imply ease of success, quite the opposite. Social Copywriting is a true art, a skill acquired by studying the right concepts and, above all, practicing day by day in the field, relying on a well-thought-out strategy.

Whether you’re writing for a big brand, a small company, or a freelancer, crafting effective texts on major Social Media is no longer an option but a necessary piece of a successful Digital Strategy.

According to the Global Digital Report, more than half of the population is active on social media, a reference point for information, entertainment, and conversation.

Intercepting and striking them is therefore essential because this is where people form opinions about your reputation, your product, and your service.

Discover in this article all the fundamental steps to becoming a successful Social Copywriter. I also recommend checking out the Social Media Marketing Online Courses and Web Content Manager Certification.

How to find the right audience in social media copywriting? 

To write a winning and captivating social media post, the first thing you need to have clear is a fundamental element, the target audience for whom you are writing.

Who is my Target Audience?

The Social User is very particular, one that needs to be distinguished from the Web User, i.e., the user who navigates search engines.

Let’s look at the main differences so that we can focus exclusively on the second type:

  • The Web User navigating the search engine is conscious and active. They have a well-defined problem to solve and are conducting all their searches, bouncing from one site to another, hoping to find the solution they desire. This person can’t wait to find you and is very open to landing on your site, highly motivated to make a purchase or download a guide, but less inclined to interact.
  • The Social User is a user who is simply spending their time without a specific purpose, without any awareness, simply “hunting” for news, gossip, and laughs. This is a user intercepted in a moment of absolute lightness and carefree, not considering a purchase at all but very inclined to interact, comment, and like, what excites them and captures their attention.

What are Buyer Personas?

Before delving into the writing techniques you are seeking, you must ask yourself a fundamental question, who am I writing for?

Composing posts without having a clear picture of your end user may lead you to write highly generic content that appeals to everyone and, consequently, to no one. If it doesn’t interest anyone in particular, it’s unlikely to get noticed.

All you need to do is build a real profile of your user, almost always a potential customer, commonly known as the buyer persona. It is a semi-imaginary representation of your audience, both real and potential.

Before writing a single word of your copy, I recommend reading this article that reveals the factors and tools to consider in creating this customer avatar.

This step is crucial because it allows you to understand the decision-making processes that drive these users and thus tailor your copy to their needs.

What is my user looking for on Social Media?

The mistake many inexperienced aspiring Social Copywriters make is to have the eagerness to sell their product or service on Social Media “cold”, without putting themselves in the user’s shoes, in the rush to generate contacts and close sales.

Put yourself “on the user’s side” since we all use Social Media in our free time, and what do we usually seek?

We look for entertainment, which can manifest as news, light-heartedness, and laughter, and when scrolling through our feed, we tend to avoid everything else.

A successful post can capture the attention of my user in a fraction of a second, and to do this, it must be able to intercept both the user and their interests.

The issue is much more complex, and this is not the purpose of a successful Social Media post.

What is the purpose of my post?

After identifying the ideal recipient of your message, ask yourself, why am I writing?

The ease of using Social Media often makes it difficult for the less experienced to understand that Social Copywriting requires a very precise strategy, and each post must adhere to fundamental characteristics.

Writing to sell is different from writing to inform, and different from writing to entertain. Writing random content without clearly understanding this step will prove to be detrimental to your career as a Social Media Writer.


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guide on social media marketing

What characteristics should a successful post have?

Some general rules apply to all social media platforms, along with specific considerations for each channel, to create successful content.

What are the elements of the perfect post?

A social media copy follows the general guidelines of any respectable web text and must therefore include these essential elements:

  • An attention-grabbing title
  • An interesting body of text
  • A CTA is a call to action
  • A visual element, such as an image or video

How to write a captivating title?

Is the title important on social media? Despite the emphasis usually placed on the headline on web pages, this element is also crucial on social media.

The title serves to capture the user’s attention, who is likely engaged in something else at that moment, and thus it must be captivating.

How to make a title captivating? I recommend asking well-targeted questions, such as “Would you like to become a Social Media Manager?

This way, you immediately capture the attention of users who fall into this category and may also pique the curiosity of someone intrigued by the question.

Another piece of advice is to surprise the audience with a very direct, irreverent, or provocative question.

Saying, “Want to get back in shape after the Christmas holidays?” is one thing, but saying, “Did you even eat the stocking?” is certainly much more impactful.

Before using this technique, I recommend carefully considering the context and the appropriateness of using this type of writing.


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How long should the post be?

Social media is a channel of speed and immediacy, so content tends to be short to quickly capture users’ attention.

This is especially true if you’re seeking engagement from your users, desiring spontaneous and immediate interaction, leveraging the power of reactions in particular. Never settle for the first version of your text. 

I recommend adopting a very concise style, especially when your copy is accompanied, as is increasingly common, by highly impactful visual content.

It could be an image or a video because the user’s eye goes directly to that content – the heart of the post as a whole – and too many words could distract from it.

social media copywriting examples

Choosing vocabulary for social media

Here are some suggestions for calibrating the richness of vocabulary perfectly suited for Social Copywriting:

  • Eliminate subordinate clauses: overly complex sentences can tire the reader and discourage them from reaching the end.
  • Pay attention to punctuation: even when writing less complex sentences, always be meticulous for the utmost precision. A poorly placed comma is much more forgivable in a long blog article than in thirty words.
  • Remove unnecessary phrases: redundancy of information is not appreciated on Social Media. We want a few, concise, and immediate details.
  • Always use the active voice: it’s one thing to say, “Our product X was highly recommended at Event Y”, and another to say, “Over ten thousand athletes like you recommend our product”,
  • Intelligently choose adjectives: attributes enrich the language and, of course, lengthen it. Choose a few carefully, avoiding the banal ones or opting for those that add a significant element to what you are saying. Would you eat good, delicious, or even irresistible chips?
  • Use simple and immediate verb tenses: this is not the place for a complicated sequence of tenses.
  • Avoid adverbs: even more than adjectives, be very careful when using them. Make a valid exception only if they truly enhance the accompanying verb.
  • Use clear and direct words: avoid any kind of ambiguity. Your message should be clear, immediate, and non-evasive.
  • For all essential text elements: convey the care with which you selected them. This way, you will give the impression of having created well-thought-out and professional content.

using clear words

What should I write in the text of my post?

After exploring techniques related to language use, let’s look at some advice regarding the value and content of the post:

  • Clarify as a first step what the objective of the post is. One thing is to inform, another to entertain, another to sell, and yet another to redirect to an external traffic source.
  • Write engaging content. That post should add value to your user’s day, and evoke a reaction, of any kind, the important thing is that it makes an impact.
  • Don’t write solely for the immediate purpose of selling. Social media posts integrate into a broader Digital Marketing strategy, of which these are just a part, playing a specific role, namely to connect and build a relationship with the user.
  • Create a habit. Your user should become a devoted fan, so you need to generate anticipation and the desire to rush and read your new post, as the highly followed page Memorable Comments does. It uses a Social strategy that generates a lot of engagement. It publishes a link to an article with provocative content that tends to attract comments, leading to its website. This creates a mechanism where users comment, hoping to end up among the so-called “Memorable Comments”.
  • Tell stories and create a narrative that may unfold across multiple posts, providing content for a longer period.
  • Include bullet points, i.e., listing points. These have the advantage of making the reading more manageable and visually clear.
  • Stand out with your distinctive style, as Schilling Funeral Home did, facing an unattractive and uninteresting topic like funerals. They focused on a rather irreverent Social strategy, which may or may not be liked, but it has certainly become famous, unique in the sector, and widely followed.

writing engaging content

funeral homes strategy

Should there be a video, an image, or just text in the post?

According to a recent statistic from Venngage, involving 300 professional Web Marketers, the Visual element, whether it’s an image or a video, is of increasing importance.

Also, 56% of respondents reveal the opportunity to use a visual element for each post, while 88% declare using them in more than 50% of their posts.

This data is particularly interesting when discussing Social Copywriting. We must consider that Social media is a dynamic, fast platform, and what better way to capture attention than by catching the eye with a video or an image?    

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How to write on individual social media platforms?

After looking at the general rules, let’s analyze the specific peculiarities of the major Social Media.

How to write posts on Facebook?

On Facebook, more than on any other social platform, general rules apply. Use concise language, and if you want to elaborate, do it maybe within a Group or a Sponsored Post.

For organic posts, keep texts short, as discussed so far. Don’t bother using hashtags because they serve no specific function on Facebook.

Here are two examples that summarize well all the characteristics seen earlier, demonstrating that they apply to both big brands and small local businesses.

large brands post

small local companies post

How to write posts on Instagram?

On Instagram, the Queen is traditionally the image. Not everyone, however, takes into account that the name Instagram indicates the union of two aspects, Instant Camera – therefore, multimedia element – and TeleGram, telegram – therefore, the part more closely related to Copywriting.

Even if you adopt very short texts, always take care of the textual aspect, which can become the perfect frame for your photo. If on Instagram you choose to provide information, like NASA, you can elaborate and choose this channel to fascinate and inspire your users.

In any case, use an informal tone, accessible, this is not the platform for pompous and official communications and interactions. Have fun instead with a variety of emojis and with intelligent use of hashtags.

write posts on instagram

How to write on Twitter?

Despite Twitter’s increased character limit to 280, brevity remains key on this platform known for hashtags.

The keys to writing effectively on Twitter are reminiscent of breaking news journalism, write directly, concisely, and impactfully, with timely content.

The example illustrates all the elements a tweet should contain:

  • Captivating headline, which in your head you read exactly with the intonation.
  • Irony in the copy and image.
  • Visual element.
  • The brevity of the text.
  • A mention.
  • Few hashtags are used wisely.
  • Stay current“, posted not only during the TV show but also on a relevant international day.

writing effectively on twitter

Social Copywriting for Organic Reach or Advertising?

All the rules we have seen so far are certainly valid for posts written with the purpose of not being sponsored, and therefore to organically be part of your profile, group, or page.

We have indeed analyzed in detail how to create a post as engaging and well-structured as possible, and you might think that it is sufficient to intercept and capture your audience. But that’s not the case.

Various Social Media platforms are progressively decreasing Organic Reach, meaning the percentage of users who see your content without spending a penny, and therefore even the most high-performing post on the web does not work simply because it is not seen.

For this reason, it is necessary for your post to be sponsored, and for your copy to be highly effective even in this second scenario.


The cornerstone of digital success lies in proficient copywriting. Concluding our exploration into social media copywriting emphasizes that the skill to construct persuasive messages is not merely a choice but an imperative.

Every aspect, from attention-grabbing headlines to maintaining brand uniformity, plays a pivotal role in shaping a digital storyline that resonates.

The significance of steering clear of common pitfalls, comprehending your audience, and unleashing the potency of creativity cannot be emphasized enough.

Crafting copy for social platforms involves a harmonious amalgamation of art and strategy, where words possess the potential not only to captivate but also to incite action.

In the process of generating content for social media, it’s crucial to acknowledge that mastering copywriting is a continuous journey. Stay adaptable, align with trends, and allow your brand’s voice to authentically reverberate across the social landscape.

The stage is set, now is the moment to ensure your words aren’t just heard but etched into memory in the expansive and dynamic realm of social media.

Transform your online presence with our Social Copywriting insights. Reach out now and let’s create captivating content together



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