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5 proven tactics for writing social media copy that sells

5 proven tactics for writing social media copy that sells

While we’re in constant contact with our screens for the majority of our day, every single digital platform is vying for our attention. With our devices perpetually pinging, it’s an enormous feat for brands to stand out amongst the noise – particularly on social channels. With social selling becoming the norm, the ability to create attention-grabbing copy can have a massive impact on the success of your campaign; your brand’s reputation, and the overall success of your business. Whether you’re a start-up or a huge corporate enterprise, effective copywriting should always be a priority when planning your social advertising strategy.

Here are our 5 powerful tactics for effective social media copywriting:

      1. Know your audience
        It’s much easier to resonate with an audience when you truly know what makes them tick. Rather than trying to speak to everyone, find your niche and learn as much about them as possible. Pay attention to the language they use and the content they engage with. From there, you can emulate that tone as you bring something new to the table. Be conscious here to maintain your own brand identity throughout – consistency is important. Get to know your current loyal customers by conducting community forums or surveys. Analyse your competitors to find what kinds of content and messaging generates the most buzz. And if you do appeal to multiple audience segments, ensure that you tailor your messaging to suit each audience individually so that each person can connect to your brand and feel as though you’re speaking directly to them.
      2. Emphasise your value
        Make sure your ad is about the customer, not your company. What aspect of your product is unique, and why is it something that your audience should spend money on? Find out what your customers need and tailor your ad to meet those needs. It may be the case that your product sits within a highly competitive market, in which case you should align your brand messaging with your audience’s values. For example, if you know your target audience is passionate about environmental protection, ensure your product and packaging is sustainably sourced, and emphasize that in your advertising. Once you hone in on the value proposition that you want your ads to focus on, you’ll have a clear path for writing relevant copy, and ensuring your ads show value to the users.
      3. Format to stand out
        Users tend to scroll through their feeds at quick speeds, so it’s not only useful to focus on the words, but also the overall appearance of the ad. When it comes to social copy, cut to the chase. Your copy should contain just enough to inform the reader of your message and how it applies to them in a way that is simple and clear. Short, succinct messaging is key when you want to grab someone’s attention and compel them to act. If you have a lot to say, ensure that it is well structured. It helps to break up a long paragraph by adding numbers, all caps, parentheses, bullet points, and even emojis – these can help to organise the content and make the ad appear less overwhelming and time consuming for the reader.
      4. Take your audience on a journey
        When you’re crafting your social copy, make sure you’re considering what your relationship is with the audience group that you’re targeting. If you’re trying to grow your existing audience and are targeting new users who have never heard of your brand, then you need to introduce yourself. Explain who you are and what you have to offer, and try not to ask too much of your audience at the start. You must first gain the user’s recognition and trust before attempting to drive them to purchase.

        Once you’ve generated a large enough retargeting pool, you can then start to deliver ads to people who have interacted with your brand or your website and can tailor the copy accordingly through sequential messaging. You can even segment these users into retargeting groups based on the interactions they’ve made, such as ‘website visitors’,  ‘shopping cart abandoners’, and ‘purchasers’. If you’re retargeting a shopping cart abandoner, for example, you may use a stronger, more compelling message to remind the user to make a purchase, such as offering free shipping.

      5. Include a clear call-to-action
        You’ve grabbed a potential customer’s attention with a stand-out creative and compelling copy; now, what’s next? A strong and clear call-to-action is essential to ensure your customer understands what you want them to do once they have read your ad. Identify your campaign objective and craft your call-to-action to reflect this. If you’re running a brand awareness campaign and you want your users to click through to your website and read about your company, you might have a softer call-to-action such as ‘Learn more’ or ‘Find out more’. If your aim is to drive direct sales, you should use a stronger, more direct call-to-action such as ‘Buy now’.

We hope you’ve found these copywriting tips useful for your upcoming social media campaigns. As always, if you ever want to chat social strategy – don’t hesitate to get in touch.

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