Every business should understand the benefits of utilizing social media for digital marketing. If you follow our blog, you already know how powerful it can be for increasing brand awareness, driving revenue, generating leads, and so much more. The complicated part is getting there – navigating the social media universe can be a difficult journey if you don’t know what you’re doing.
These days, there are more social media channels than I can count on BOTH hands. When each platform comes with its own set of rules and nuances, managing them all simultaneously gets increasingly difficult. Fortunately, we’ve done the dirty work and outlined everything for you. Here’s a comprehensive guide to composing copy for some of the most popular social media channels: Facebook, Twitter, LinkedIn, and Instagram.
Let’s first consider Facebook’s audience. Facebook is the highest-utilized social network, and 79% of all online adults use it. It also includes the highest usage among those age 65 and above. Keeping this in mind, writing for Facebook should be clear, understandable, and free of too much slang. Facebook isn’t restricted to 140 characters like Twitter, so feel free to use as many words as necessary to get your point across. At the same time, just because Facebook has the longest character limit (63,206) doesn’t mean you should make your post that long. Facebook posts with 80 characters or less receive 66% higher engagement. Always remember include an eye-catching photo with your post. Posts with images see 2.3 times more engagement that those without.
The widely-known 140 character limit makes Twitter one of the most challenging social media channels. One thing to keep in mind is that the character restriction does not include images, polls, or quoted tweets. Use this to your advantage when you’re pressed for space. Research shows that tweets between 120-130 characters showed the highest Click Through Rate (CTR). In addition, tweets with hashtags get an average of double the engagement than those without. When adding hashtags to your posts, don’t use more than one or two; any more than that will distract from your content and use up valuable characters.
LinkedIn is distinctive from other social media channels in that it is utilized primarily for business purposes. When writing for LinkedIn, always keep your copy professional and purposeful. One of LinkedIn’s most powerful features is its blog engine. It’s capable of displaying full text and images, with the original author and source credited, from another different site. You can syndicate content from a personal blog to LinkedIn in order to reach a larger potential audience.
Though Instagram is mainly used to share photo and video content, the captions are just as important. There is no character limit, but the text cuts off after 3 lines and is then hidden behind a “Read More” link. If your caption is more than 3 lines, be sure to include the important information, such as a call-to-action or special offer, be sure to put it in the beginning. Add relevant hashtags or @ mentions at the end or in a separate comment. Utilize your captions to provide context for your image or video. Videos in particular launch without the sound playing, so a descriptive caption is necessary to give viewers background information and encourage them to engage with your content.
On Time Social can help you create engaging content for all of your social media channels. Want to chat? Call 707-703-9775, email firstname.lastname@example.org, or click here to schedule a free 30-minute strategy session.