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In today’s crowded digital landscape, where many brands are all vying for attention, crafting engaging social media content is crucial for standing out.

The average person spends around two and a half hours per day on social media*, with 9 in 10 Instagram users following at least one brand**. Whatever your business, whether restaurant, hotel, or e-commerce brand, it’s clear that having a voice on social media can provide a huge opportunity for you to reach your desired audience.

There is a slight caveat, though… most attention spans are only eight seconds long*** (even shorter than a goldfish). Therefore, brands must be able to stop the scroll to make an impact. Whilst visual content, especially short-form video, is key to this, marketers and brands shouldn’t underestimate the power of compelling social media copy. Just like a meme, the words and images go hand-in-hand.

Social media copy encompasses all written content created for social media platforms, both organic and paid. From connecting with audiences to enhancing brand awareness, the benefits of effective copy are endless, but a few pitfalls could undermine your efforts. 

To help you maximise the impact of your social media campaigns, we’ve identified five copywriting mistakes to avoid.

Mistake 1: Failing to understand your audience

Who are you talking to? Your audience should be at the heart of your social media strategy, and failing to tailor your content to their interests and needs could result in disengagement and lost opportunities. 

Developing audience personas is one way to help you understand your audience’s demographics, interests, and pain points. This information can be used when crafting social media messaging that resonates with them and ‘gets on their level’.It’s easy to fall into the trap of creating content that solely serves your business objectives, but you should always ask yourself ‘What value does this content create for my audience?’ 

Mistake 2: Blanket posting across platforms

When creating social media copy, you should understand the individual social media platforms you are writing for. Do not take a one-size-fits-all approach; instead, consider the purpose of each social media channel and how each one’s algorithm works.

You should tailor your messaging and content to the individual platform. For example, LinkedIn is more corporate and better suits long-form content, so B2B businesses may want to write longer posts on this channel and focus messaging around attracting potential new clients. Instagram, on the other hand, is highly visual, so shorter, witty captions with emojis and a variety of hashtags may be more appropriate, with a bigger focus on community and brand building.

Mistake 3: Being boring

Whilst tempting, talking at length about your brand and what it sells can be a bit of a snoozefest. Most people on social media are there to be entertained or educated, after all.

Variety is the spice of life, and social media is no different. Using social media content pillars can be effective for ensuring variety and communicating key themes. Below is an example of five content pillars a hospitality brand could use in its social media marketing strategy:

Connect – You can create a connection with your audience by showing the faces behind your brand. This could involve sharing a series of ‘meet-the-team’ posts.

Add value – Arguably, this should be the content pillar you focus on most. Whether it’s sharing a funny trend (if appropriate for your brand) or a roundup of fun things to do in the area, adding value is your bread and butter when it comes to engagement.

Showcase – This is your chance to show (not tell) what you do. Don’t just say how great you are- convey it, via testimonials and reviews for instance. After all, people are more likely to trust what your customers say about your brand.

Tell – Contrary to many people’s assumptions about social media marketing, direct sales messaging should be the smallest of your content pillars. Talking about your services should be scattered amongst more engaging content.

Mistake 4: Forgetting to add a call to action

An effective call to action (CTA) can increase click-through rates by 45%****. A post without a CTA is ultimately a missed opportunity to drive engagement or conversions. Your audience needs to know what action to take after reading your post, whether that’s subscribing to a newsletter, making an enquiry, or clicking through to your website. Remember, this action doesn’t necessarily have to be sales-led. You could ask people to comment on your post with an emoji or to ‘tag a mate’, for example.

You aren’t able to put hyperlinks in Instagram posts, so you can either direct your call to action to a link in your bio or focus your CTAs on other platforms like Facebook, LinkedIn, and X (the artist formerly known as Twitter). CTAs are particularly crucial when it comes to paid meta ads.

Mistake 5: Don’t lose sight of your brand voice

Your brand voice is the foundation of your brand identity, and it’s important not to lose sight of it. Although your tone of voice might be a little more playful on a social media platform like TikTok and more corporate on LinkedIn, you still want your brand voice to be consistent overall and authentic. When your social media content lacks the unique voice that defines your brand, it becomes generic and fails to make a lasting impression on your audience. Businesses with a clearly defined brand voice include Duolingo, Surreal, John Lewis and Ryan Air.

Avoiding these common copywriting mistakes can significantly enhance the effectiveness of your social media campaigns, allowing you to create engaging and impactful social media content for your brand.

An award-winning digital marketing agency based in Manchester, we specialise in helping businesses all around the UK succeed with their social media marketing efforts. Our services are designed to boost your social media engagement, drive traffic, and increase conversions. Contact us today to learn how we can transform your social media presence and drive business growth.

Need help navigating social media algorithms? Read our blog for more.



***Microsoft, 2015


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