Writing for social media platforms and audiences can be challenging, but also rewarding. You need to adapt your style, tone, and content to different contexts, goals, and expectations. In this article, you will learn some best practices for writing for social media platforms and audiences, such as:
Different social media platforms have different features, formats, and norms. For example, Twitter has a 280-character limit, Instagram focuses on visuals, and LinkedIn is more professional. You need to know the strengths and limitations of each platform, and tailor your writing accordingly. For example, you can use hashtags, emojis, and short sentences on Twitter, but you might want to avoid them on LinkedIn.
Your audience is the most important factor in your writing. You need to know who they are, what they want, and how they communicate. You can use tools like analytics, surveys, or feedback to learn more about your audience's demographics, preferences, and behaviors. You can also interact with them directly, by asking questions, responding to comments, or joining conversations. The more you know your audience, the more you can write for them.
You also need to understand that you have to assume that your audience doesn’t understand anything on the topic that you’re writing about. For example, if you’re discussing a topic like technology, then you would have to explain what you’re trying to teach. You would define keywords, even though your audience may already understand it.
Your purpose is the reason why you are writing for social media. You might want to inform, persuade, entertain, or engage your audience. You might also have specific goals, such as increasing awareness, generating leads, or building loyalty. Your purpose should guide your writing choices, such as your tone, language, and call to action. For example, if you want to inform your audience, you can use facts, data, and sources. If you want to persuade them, you can use emotions, stories, and testimonials.
Social media users have short attention spans and are bombarded with information. You need to write clearly and concisely to capture their interest and deliver your message. You can use simple words, active voice, and short sentences and paragraphs. You can also use formatting, such as headings, bullet points, or bold text, to highlight your main points and make your writing easier to scan. You can also use visuals, such as images, videos, or infographics, to complement your writing and make it more appealing.
Social media users value authenticity and creativity. You need to write in a way that reflects your personality, voice, and values. You also need to write in a way that stands out from the crowd and attracts your audience's attention. You can use humor, anecdotes, or metaphors to make your writing more engaging and memorable. You can also use different types of content, such as stories, polls, or quizzes, to vary your writing and spark interest.
Writing for social media platforms and audiences requires strategy and ethics. You need to plan your writing, such as when, where, and how often to post, and what topics to cover. You also need to measure your writing, such as how many views, likes, shares, or comments you get, and what feedback you receive. You also need to write ethically, such as respecting your audience's privacy, avoiding plagiarism, and acknowledging your sources.
As a teacher, one of the topics that we teach is about using using a “hook”. This is a sentence that creates curiosity for the reader to be invested and the piece of writing. For example, you would say; are you reading “did you ever know”, “do you realize”, or “you may not be aware”.
My work is mainly with local businesses and it is extremely important that they connect on a personal level with their customer/client base. When using social media to do that, we find the most success comes from shaking up their posts. In other words, don't be ALL business. Your customer/client base does use social media to check out your latest innovations, current specials or offers, etc. But to retain them as regulars they need to connect with the business on a personal level. A lot of our clients have found success with a "Throw Back Wednesday", showcasing interesting facts about their business from years past, and adding a joke or cartoon related to the business a couple times a month.