How To Compose Killer Copy For Social Media Channels

How To Compose Killer Copy For Social Media Channels

Social media networks have brought about a drastic change in the world of marketing. It has become an essential element in every brand’s digital marketing strategy. Even though companies try their best to maintain their presence on these websites and applications, they struggle in one area. Coming up with compelling copy for social media channels day after day is not a joke. It takes time, money and energy. More importantly, it requires a certain strategy. And this strategy changes for every social media channel. Because no two channels are the same.

In order to make your task easier, I have come up with a few tips and tricks to compose engaging copy for social media channels. Some of these are pure observations that you can take advantage of while crafting copy for your social media campaigns. I think the best way to look at this is like a set of guidelines that you can follow to create a solid presence on social media.


One of the largest social media networks in the world boasts a user-base of over 2 billion. When it comes to Facebook, the first thing that you need to keep in mind is your target audience. So, craft your content accordingly. You don’t want to sound too cheesy, neither do you want to sound too serious. The first thing that you should make sure is that your post carries the correct formatting.

Even though Facebook will allow you to write long posts, my advice would be to ditch that idea. Keep it short and crisp. People do not have time to read long posts. In fact, posts with 80 characters or less receive 66% higher engagement.

If you want to drive up engagement, it is better to focus on visual content. You will be seeing 2.3 times more engagement with visuals accompanying your copy for social media channels.

Facebook is the perfect platform for promoting your external content like blogs, reports, videos, etc. Facebook users seek interesting content, so you can’t go wrong there.


I often hear people saying that coming up with the right copy for social media channels is a constant pain. More so when it comes to a social media network such as Twitter. With a maximum character limit of 140, I can sympathize. But, as I mentioned before, you don’t even need to go for 140 characters.

Tweets that receive the highest click-through rates have a length of about 120-130 characters. Now, when it comes to Twitter, keep in mind that hashtags play an important role. They usually reveal what the tweet is about. Along with that using them means your tweet has the chance of being discovered by someone who is searching Twitter using hashtags.

But, that does not mean you should go overboard with hashtags. I believe that the difference between good copy and bad copy for social media channels partly lies on the amount of restraint shown by the user. 21% of tweets with one or two hashtags have a rate of engagement than ones with three or more. The best way to utilize Twitter is to create copy that will drive traffic to other channels.

Twitter is a very handy vehicle when it comes to driving traffic to your website, or to Facebook.


If you are a B2B marketer, you know how invaluable LinkedIn is for your marketing. LinkedIn varies vastly from Facebook and Twitter simply because its audience is composed of professionals. Part of any social media marketing campaign involves repurposing. But, as I said, you need to keep your audience in mind while doing so. Craft your copy accordingly.

If you take a look at LinkedIn’s history, you will see that in 2012 it introduced the Influencers platform. This was a guest blogging platform which later became open for all LinkedIn members post 2014.

So, if you are thinking of ways on how to craft copy for social media channels like LinkedIn, I think it would be great if you shared your work that has already been published elsewhere.

LinkedIn is a great place to re-post content and link it back to its source. Posting your blog content on LinkedIn will give it a greater outreach and increase your number of subscribers.


Instagram is an image sharing platform. So, all your focus should be on visual content. Now, it is up to you if you want your visuals to be copy-led or not.

Remember, Instagram is not a great place to post long-form content. In fact, when someone is viewing their feed and sees your post they will only be able to see the first three lines of your caption. So, make sure your caption does not exceed the first three lines. Anything from calls-to-action to mentions should not go beyond the first three lines of the copy.

If you are sharing videos, use your caption to provide an interesting context. Unlike Twitter, it is okay to use more than two hashtags, but try to keep it under eight. And, when it comes to Instagram stories, it is better not to obscure the photo by overusing the text overlay. Your entire point is to draw focus on the picture or the video, so better not divert attention.


Snapchat is somewhat similar to Instagram due to its visual nature. Keep in mind that Snapchat is a much more hardcore form of Instagram. It has a character limit of 80. So, that means your copy has to be super-short and extremely relevant. You can add call-to-action buttons to your snaps. But, that is a feature Snapchat ads, which means you will have to spend part of your marketing budget. However, do keep in mind that Snapchat can be an excellent gateway from promoting and driving traffic towards other channels that host longer-form content.

Coming Up With The Right Copy For Social Media Channels

It’s not as difficult as it looks or sounds. My best bet would be to keep every platform’s features, limitations, and advantages in mind. Take advantage of what each network has to offer and create copy that is engaging and compelling. Along the way, you will pick up what your audience likes, and focus on that as well.

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