A lot is going on across social media on any given day, and it is becoming increasingly difficult for businesses to get the attention of users. Social media isn’t just about the image or video you’re using; copywriting also comes into play.

Aspects like the caption, text on the image/ video, or even a script throughout the video all need to be considered. So, understanding what you should and shouldn’t be doing in terms of your copy on social media is very important, and it can dramatically improve how well your content performs.

In this blog, I’ll walk you through some of the most important aspects that work (and the ones that don’t work) on social media:

What Works 

Let’s start on a positive note and go through all the aspects that work on social media:

• Clear Hooks – On social media, you have a second or two to capture the attention of users. So, a clear hook is needed to earn attention. The first line of your caption will determine if a user will stick around. Effective hooks are relevant to your target audience and don’t need to be overexaggerated.

• One Message – Keep things as concise as possible on social media, so you should stick with one clear message. Trying to do too much in one post usually leads to confusion. With one message in your content, it becomes a lot easier to remember, and could help spark more engagement.

• Humanised Language – Social media usually holds more of a conversational tone, and copy that sounds formal or brand-heavy will tend to stick out like a sore thumb (for all the wrong reasons). Think about using simple language and short sentences as they make posts easier to read and connect with.

• Add Value – Think about how your content adds value to your target audience. This should come before the promotion of your brand. Posts that exist as pure sales are usually ignored. Things that work better on social media are posts that lead with insight or experience.

What Doesn’t Work

Now that we’ve covered what works on social media, let’s flip across and focus on some aspects that don’t tend to work:

• Generic Advice – Providing advice on social media is quite common, but it doesn’t really work when the advice is general in nature. We all see the tips or hack-type advice everywhere, but without specificity or real-world grounding, it won’t really make an impact.

• Chasing Trends – Don’t get me wrong, jumping on board with the latest social media trend can benefit businesses, but if it isn’t aligned with your overall brand and tone, it won’t work. Instead, you should look to pick and choose which trends fit and that way it will feel a lot more authentic when you jump on the bandwagon.

• Clickbait Without Payoff – Misleading content to earn that first click will damage credibility quickly and reduce user trust in your brand. Many brands are striving for long-term engagement, and this is built on consistency and honesty, not overinflated claims or empty promises.

Social media can be a very powerful engagement tool, and copywriting is an important aspect that can dictate how successful you are. Looking for copywriting assistance for your social media content? I can help! Get in touch, and we can get the ball rolling ✅