This year marks 50 years since the Picasso´s death but his art and larger-than-life persona are still a major influence for painters and artists around the world but who would have thought he could inspire us to write better social media copy too?
First off, let's set the stage. Social media copywriting is like crafting a miniature billboard, perfectly designed for your audience's scrolling speed. It's an art in itself, a captivating haiku in a sea of sonnets, where brevity is king and engagement is the crown jewel.
It's not the same as writing a headline for a website or a catchy product description for an email blast, even though sometimes all you need is a headline or a product description.
For social media. Not any other situation.
Annoying, isn't it? Annoying but here's why we have to work through the pain, know the best practices and write quality captions:
Engagement: Facebook posts with less than 80 characters receive 66% higher engagement.
Emotional Connection: Posts that trigger an emotional response are twice as likely to convert.
Calls to Action: Emails with a single call-to-action increased clicks 371% and sales 1617%. Although this statistic is from email marketing, it's an indicator of how effective clear CTAs can be, including on social media.
Here are a few ways to make your social media gold:
1. Adapt to the Jungle: Tailoring Content to the Platform
It's safe to say, Picasso wasn't a people pleaser. In fact, much like many true artists, he pretty much danced to the beat of his own drum all his life. Social media in this day and age is a bit different. Sure, your unique voice and personality are key but you do still have to abide by some unwritten laws.
Like this one: if you're looking to charm the socks off your audience, you've got to speak their language. This is the prime directive of social media copywriting. The lingo on LinkedIn is different from that on Twitter, which is again different from Instagram, TikTok, or Facebook.
A LinkedIn post, for instance, is your office attire, formal and professional. On the other hand, Twitter is like a witty cocktail party - quick, clever, and casual.
So, get to know the terrain. Each platform has its own culture, its own rhythm. You need to get into its groove to truly make an impact. It's not just about fitting in; it's about standing out while you fit in.
2. The Art of Succinct: Less is More
If Shakespeare were alive today, he might have said, "Brevity is the soul of social media." The challenge is to condense your brand message into bite-sized, digestible pieces of content.
The Internet has gifted us with the attention span of a goldfish, so your copy needs to be as sharp as a Ginsu knife, slicing through the digital clutter with ease. Be direct, be snappy, but above all, be clear. Remember, you're not just competing with other businesses; you're vying for attention against cat videos and foodie posts.
3. The Social Media Calendar: Your Content Compass
Let me start off by saying a content calendar is sacred. Not just for social media but for everything you're putting out there. Whether it's launching a new product or simply organizing your content, a calendar is an important tool to have.
If you're sailing the social media seas without a calendar, well, my friend, you're essentially adrift. A social media calendar is your north star, guiding your content strategy and ensuring you stay on track.
It helps you plan your posts, align them with upcoming events or holidays, and maintain a consistent posting schedule. Plus, a well-planned calendar can save you from last-minute content creation panic.
Trust me; you don't want to be that person sweating bullets over a Valentine's Day post at 11:59 PM on February 13th.
4. Social Media Copywriting vs. Other Content: The Great Divide
Now, you may wonder, "What sets social media copywriting apart from other types of content?" Well, if we liken content to food, then blogs and articles are your hearty meals, while social media posts are your tasty snacks.
Social media content is immediate, it's personal, and it's designed for quick consumption. It's not just about delivering information; it's about sparking conversation, engaging with your audience in a real, meaningful way. It's the friendly chat over the garden fence, not the keynote speech at a conference.
In a nutshell, the art behind social media copywriting is no less intricate than Picasso.
But that’s just me…thinking out loud.