A Copywriter's Guide to Social Media Writing

Mastering Each Platform

As a copywriter, writing for social media means adapting your tone, style, and message to fit each platform’s unique features and audience behaviors. Here’s a breakdown of key differences across major social platforms and how to maximize engagement with effective copy.

Dance like the photo's not being tagged, Love like you've never been unfriended, Tweet like nobody's following.

1. Twitter/X

  • Character Count: 280 characters (can be extended, but brevity is still key).

  • Tone: Conversational, snappy, and direct.

  • CTA (Call to Action): Always include a CTA early—space is limited. It could be a question to spark conversation, a link, or an invitation to like/retweet.

  • Hashtags: Use 1-3 hashtags, but keep them relevant to increase discoverability. Overuse can feel spammy.

  • Best Practices:

    • Keep sentences short and impactful.

    • Engage with trending topics and use mentions (@) for interaction.

    • Use visuals, such as GIFs or images, to add context and encourage interaction.

2. Instagram

  • Character Count: 2,200 characters, but only the first 125 characters show before users must click "More."

  • Tone: Informal, inspirational, and community-driven.

  • CTA: Place CTAs within the first two lines. CTAs can include asking followers to comment, tag a friend, or visit the link in your bio (since Instagram posts don’t allow clickable links).

  • Hashtags: Use 9-12 hashtags for optimal engagement. Stick to relevant tags and consider using niche or branded hashtags.

  • Copy Length: Shorter copy tends to perform better, but longer, story-driven captions can be effective when telling a personal or brand-related story.

  • Best Practices:

    • Use emojis sparingly to convey personality and break up text.

    • Include a compelling visual to stop the scroll.

    • Utilize the bio link to direct traffic, and update it with each new campaign.

3. Facebook

  • Character Count: 63,206 characters, though shorter posts (around 50-80 characters) get more engagement.

  • Tone: Friendly, relatable, and community-focused.

  • CTA: Can appear naturally at the end of the post, often encouraging comments or link clicks.

  • Hashtags: Use 1-2 hashtags, but they aren't as effective as on Instagram or Twitter.

  • Copy Length: Keep it short and to the point, especially for promotional content. Longer posts can work for storytelling or sharing more complex thoughts.

  • Best Practices:

    • Engage with your audience through comments and replies.

    • Use strong visuals or videos to complement your text.

    • Pin important posts to the top of your page for greater visibility.

4. LinkedIn

  • Character Count: 3,000 characters.

  • Tone: Professional yet conversational. Showcase thought leadership, value, and expertise.

  • CTA: Use CTAs that align with professional goals, such as "Download now," "Learn more," or "Join the discussion." Include early in the copy to drive conversions.

  • Hashtags: Use 3-5 hashtags, focusing on industry-related terms.

  • Copy Length: Posts around 150 words tend to perform best. Keep it concise but insightful. Longer posts can work if they provide valuable insights or professional advice.

  • Best Practices:

    • Start with a strong hook to catch readers’ attention.

    • Provide actionable insights or thought-provoking content.

    • Incorporate native video or infographics to enhance engagement.

5. TikTok

  • Character Count: 150 characters for captions, which includes hashtags.

  • Tone: Fun, engaging, and casual. Authenticity is key.

  • CTA: Often delivered verbally in the video itself, or in the text overlay. For the caption, use short, action-driven CTAs like “Follow for more” or “Try this yourself.”

  • Hashtags: Use 3-5 hashtags, blending trending tags with niche, relevant ones.

  • Copy Length: Keep captions brief, as the main focus is the video content.

  • Best Practices:

    • Make the first few seconds of the video count.

    • Use trending sounds or challenges to increase reach.

    • Encourage comments or likes as part of the CTA, and engage with those who respond.

6. Pinterest

  • Character Count: 500 characters.

  • Tone: Informative, inspirational, and solution-oriented.

  • CTA: Encourage actions like “Click to read more” or “Save for later” to drive engagement and traffic to linked content.

  • Hashtags: Hashtags are optional but can help with discoverability. Use 1-3 keywords as hashtags.

  • Copy Length: Pinterest favors concise descriptions. Focus on clear, actionable text.

  • Best Practices:

    • Write keyword-rich descriptions to increase the pin’s visibility.

    • Pair each pin with a high-quality, relevant image.

    • Make sure the CTA drives users to take action, such as visiting your website or saving the pin.

General Social Media Writing Fundamentals

Regardless of the platform, a few core principles apply:

  • Know Your Audience: Understand what your target audience values on each platform and tailor your tone and message accordingly.

  • Keep It Concise: Social media is fast-paced, so clarity and brevity are essential. People scroll quickly—make your point early.

  • Use Strong Visuals: Whether it’s an image, GIF, or video, visuals complement your copy and grab attention.

  • Engage with a CTA: Every post should have a purpose, whether it’s driving clicks, starting conversations, or encouraging shares.

  • Hashtag Strategy: Avoid hashtag overload. Instead, focus on relevance and blending popular and niche tags.

Writing for social media is about adapting to each platform’s unique rhythm. The key to success is understanding how your audience consumes content on each platform and crafting posts that align with those behaviors. With a balance of engaging visuals, clear messaging, and relevant CTAs, you can maximize the effectiveness of your social media content.