5 copywriting for social media mistakes (and how to avoid them)
First impressions mean everything, so acing your copywriting is one of the best ways to connect with potential audiences on your social media platforms.
Copywriting is one of the most important elements of marketing and advertising. It’s something I have to do nearly every day within my business, whether that’s for The Wild Wordsmith brand or for my clients.
Copywriting consists of words, either written or spoken, that marketers use to try and influence people to take an action after reading or hearing them. Good copywriting will trigger audiences to feel, think and respond, slowly injecting the brand into their minds. Without it, your marketing or advertising can (and will) flop.
Social media also benefits massively from epic copywriting. The same way that copywriting helps to sell your product through your advertising, copywriting also helps you to attract your ideal audience. Many businesses have been able to flourish on different platforms using inspiring copy, so let’s get you flourishing too.
Why should we ace our copywriting on social media
You might think I am completely biased since copywriting is one of my core offerings, but trust me when I say there’s a huge amount of benefits to copywriting when it comes to your social media.
According to SocialMediaToday, 85% of brands report generating a new client or customer from social media platforms, highlighting the significance the platforms have for today’s brands.
In simple terms, putting time and effort into perfecting your copywriting on social media will be great for potential clients and audiences, helping to generate more of those brilliant sales and conversions for your brand that we all crave for.
Myths of copywriting
I’ve said this before and I will say it again, COPYWRITING MATTERS!
However, social media is often used in an informal manner which results in some brands getting lazy and slack with their copywriting. For that very reason, there are many misconceptions around copywriting and its success. Some of my *favourites* are:
1. Copywriting is just writing
If copywriting was just writing words, my job would be a lot easier! The reality is that copywriting actually involves research, customer and brand analysis.
In order to write compelling and eye-catching copy, you have to make sure you have a clear grasp of your brand voice, understand the target audience and the objective of the campaign.
2. Copywriters can sell everything and anything
We are writers, not magicians. Sad, I know. We can't hypnotize people to hit ‘buy now’ (even though I wish we could). The truth is, not every single piece of copy we write will bring in thousands of conversions. Writing a high-converting piece of copy takes practice, dedication and feedback.
3.Copywriting just tells your audiences how great you are
We are bombarded everyday with countless adverts, so we definitely don’t need another company trying to persuade us how amazing their company is. What we really want to know is how a company can help solve our problems.
You might be great at writing, but it doesn’t necessarily mean you are an expert at copywriting. In this article, we will be discussing 5 different ways you can avoid these mistakes for your social media copywriting.
5 copywriting for social media mistakes.
1. Wrong tone of voice
Have you ever come across a brand who’s website or social media captions seemed a bit iffy and tedious? If so, they were probably using the wrong tone of voice for their brand.
Tone of voice is KEY when writing copy as it enables audiences to be able to relate and connect with us on a deeper level. Every brand will have a different tone of voice. Beauty product Dove has an empowering and uplifting brand voice, whereas LaCroix Sparkling Water is friendly, but informative. If Dove decided to write a copy that was serious and aggressive, it would be very out of character and just a smidge weird.
To avoid using the wrong tone of voice for your brand, keep your audience in mind constantly. If your brand is energetic and positive, using a very serious tone could potentially create an unwelcome atmosphere that will just steer your customers in the opposite direction. It’s super important to make sure you are giving the correct impression to your customers from the get go.
2. Not including a call to action
Sometimes, we’ve just got to give customers a little push in the right direction. A call to action helps to do just that - It’s a marketing term to prompt an immediate response or encourage an instant sale.
Some brands will put so much effort into their copywriting, trying to persuade their audiences to invest into the product, however it just stops there. They are not giving their audience the chance to invest in the product,meaning a lot of effort is wasted.
To avoid leading your customers into a void, always think… What would I want the audience to do after reading this? Do you want them to act and buy the product? Do you want them to get in touch with you or sign up? Knowing the answers to these questions will make it easier to guide customers in the right direction.
3. Using hashtags incorrectly
The words and tone you use for hashtags matters too. Hashtags are a valuable way to increase your engagement, but when used incorrectly, it can look unprofessional.
To overcome the cringe, make sure to do hashtag research and put a lot of thought into what hashtags relate specifically to the post and your business. It may mean spending some extra time on planning, but it will definitely be worth it.
For months, it was thought that we should use the full 30 hashtag limit, however, it has now been announced by Instagram Creators that 3 - 5 is recommended. It’s constantly changing so make sure to keep up to date with the news.
To make sure you are catering for all of your lovely audiences, make sure to capitalize hashtags so that they are able to be read out correctly for accessibility.
If you need help with finding the right hashtags for you and your brand, I would seriously recommend checking our Branding by Juls “It’s all about Instagram Hashtags” book. It’s 10/10 and only £6.99... Absolute bargain!
4. Not having your audience in mind
Interaction and engagement is key. Social media should be a conversation between yourself and the potential customer. So, if we don’t understand our audiences, how can we effectively communicate throughout our copywriting?
Keeping your audience in mind will mean you create content that is relatable, answers their needs and wants and connects with them. Knowing your audience is a vital step.
It can be v.hard to keep your audience in mind when you have no clue what they actually want... If only we could read their minds! To try and fully understand your audience, make sure to do your research into your audience: the more details you have, the better.
Your content should not be just sell, sell, sell. We know how boring that can be, right? Consumers are attracted to emotions, not frank, boring information. Use storytelling to humanise your copywriting, your business and build genuine, authentic and emotional connections with your audiences. Need some inspiration? Check out my blog ‘How to be a better storyteller (Guide and examples)’.
5. Not considering the platform.
Different platforms will require a different approach to copywriting. Each platform will have different audiences, peak times and character limits. Let’s show you an example. Let’s say you are launching your new Christmas campaign:
LinkedIn: “Had an amazing time with @Client1, @Client2 and Client 3 last night at our Christmas product launch - we are super excited to see the results soon!”
LinkedIn has become the top platform for professional audiences so make sure to make every word count which provides value to the viewer. Remember, your copy doesn’t need to be boring just because it’s a professional platform. Use an informal and confident tone to make a stance in your industry.
Facebook: This can be similar to LinkedIn, but you may want to add more photos and tag more people, allowing for a more interactive experience.
According to SocialChamp, 39% of Facebook users say they follow business profiles to receive updates and special offers so make sure to focus on your benefits. Keep your copy short and simple and use natural, active language.
Twitter: “Today is the day we finally launch our Christmas product! The annual Christmas launch is under way. See you on the other side”
Twitter moves incredibly fast and people’s attention spans are short. Use your copy to create a sense of urgency to give your audiences a reason to take action. You only get a few characters to make sure it’s short and simple.
Instagram: “Merry Christmas from Santa’s little elves”
Instagram is first and foremost visuals, but they should be accompanied by amazing captions. Like Twitter, Instagram copy should be simple, casual and direct. Make sure to include a CTA, ask questions and include hashtags.
Do you want to find out whether your social media is working for your business? Check out my blog all about vanity vs meaningful metrics
What if I'm still struggling with copywriting?
Copywriting is difficult. There’s no denying that. But, practicing certainly helps. If you are really struggling to get across soulful messages onto the page, book a free appointment with me. You can also tap into your creative spirit and unlock your writing power through my Copy Confidence Coaching course.
