Words to connect: how to write copy for social media

Likes, comments, shares, stories, reels, carousels—in the dense social media feeds, it is not only the visual dimension that speaks. However preponderant this is, as always, words, if carefully studied and chosen, become magnets for engagement, acting as connection tools to nurture an active and passionate community.

As we know, each social network has its peculiarities: Instagram prefers a more relaxed tone, with short captioning that condenses the story of the visual content in a precise but impactful manner. LinkedIn has a more professional character, so the content is primarily informative and in-depth. On TikTok, the tone must be fresh and, above all, authentic, in tune with current storytelling trends.

But what are the main steps to create functional copy for social media?

Followers insight

First of all, who are your followers? What do they love? What annoys them? What do they expect? Knowing users’ traits and tendencies in depth allows you to create ad-hoc content tailored to the great personality of the community.

Keep it simple

In a dimension where immediacy is vital, simplicity is power. Therefore, the message should be short and precise, direct, and without frills or be noticeable.

Human touch

Showing the value and human side of the brand generates interaction and long-term connection. The secret is to share impactful, accurate content that plays on the emotional dimension to inspire, engage, and make the audience feel part of something special.

Happy ending

Every post must have a clear and explicit objective. Is it necessary to share, click on a link, or leave a like? The answer must be clearly stated. A well-thought-out CTA can make the difference between a seen post and one that generates interaction.

And upstream, what is there?

Like any copywriting project, the key to fine-tuning an intelligent and relevant message is to design, first and foremost, a content marketing strategy. An excellent editorial plan (PED) is crucial for defining objectives, choosing key topics and headings, planning content, maintaining consistency, and ensuring a consistent, quality presence. From here, the next step is to draw up a calendar, defining in advance what to publish and when to take advantage of events and trends of the moment. Then, the analysis tools will monitor the performance of the posts, allowing you to understand what works and what does not so you can adapt your strategy accordingly.

In short, empathetic language, brevity and identification with the community – guided by a strategic structure – constitute the perfect formula for reaching followers. So let’s make our goals our own, realise the synergy between images and words, and remember that the key on social is always less is more!