What is copywriting for social media? Simply put, copywriting is the art of persuading people to think a certain way, behave a certain way, or buy a certain product. In essence, copywriting is the craft of getting someone to say “no” to something (e.g., stop buying the product) and saying “yes” to something else (e.g., continue buying the product). When applied to social media, copywriting is referred to as social media copywriting or simply SM copywriting.
Why Is SM Copywriting Important?
In today’s world, everyone is a potential customer or a potential donor for a non-profit organization, a political candidate, or an advertising agency. Further, everyone is a potential judge, juror, or voter in a democracy. All of these people have one thing in common: they need to be persuaded to think a certain way, act a certain way, or buy a certain product. In other words, they need to be told what to do.
When someone attempts to manipulate an individual’s decision-making process by using high-pressure sales tactics or complex arguments, that person is engaging in deceptive marketing, also known as psychological marketing. When a business does this, it is considered a form of consumer fraud and can lead to legal consequences. However, since businesses are generally considered “people,” they are also considered to have the same rights as the person they are marketing to. This means that if you as the consumer feel pressured into making a purchase or signing up for something you are not interested in, you can file a claim against the business you were tricked into doing business with.
What Does SM Copywriting Look Like?
In general, social media copywriting includes two distinct but related elements: (1) the use of targeted keywords in headlines, descriptions, and content to optimize online searches and (2) the use of compelling words, phrases, and sentences designed to encourage readers to share articles, blog posts, and social media messages.
To illustrate, consider a fictitious consumer product brand “XYZ” whose objective is to improve workplace performance and productivity. To that end, “XYZ” runs a national ad campaign on social media platforms like Facebook to encourage people to try its product. In this example, “XYZ’s” SM copywriter seeks to optimize the use of keywords for maximum impact.
In addition to targeting key words, the SM copywriter will ensure that the content of the ads reflect the values of the brand and are presented in a professional manner.
How Is SM Copywriting Different From Traditional Advertising?
One of the distinguishing differences between traditional advertising and social media copywriting is the target audience. In most cases, traditional advertising is aimed at the general public while social media copywriting is aimed at specific groups or communities of people. For instance, a national car company might run an ad campaign on Facebook to encourage people to purchase their vehicles. However, they would not typically run ads on Snapchat or Instagram to reach Generation Z.
Another difference is that while traditional advertising is usually one-and-done, social media copywriting is ongoing. This is because businesses involved in social media copywriting recognize that people involved in a given platform (e.g., Facebook) are likely to see an ad again if it is relevant to their interests.
The bottom line is that while traditional advertising is about getting your message across to the largest audience possible, social media copywriting is about getting your message to the right group of people who will benefit from it.
Keyword Targeting
An important part of SM copywriting is selecting the right keywords for the content you are producing. When done properly, keyword targeting can be an extremely effective tool for increasing the reach of your content and driving traffic to your website or social media pages. To that end, it is important to conduct keyword research before you begin your content creation process.
What is keyword research? Essentially, keyword research is the process of selecting the right keywords for use in content, based on your needs and the needs of your target audience. For example, if you are creating content to drive traffic to a website, you would want to select keywords that are highly relevant to what you are writing but that will also be helpful to people who are seeking information about your product. Remember: the more unique and specific you can be, the better. This will help drive traffic to your site.
On the Subject of the Product Or Service
Another important part of any ad or marketing campaign is the product or service being advertised. In the example above, “XYZ” wants prospective customers to know that their product will increase workplace performance and productivity. In other words, the product being advertised (i.e., the reason for the ad) is what makes this particular type of advertising unique and important.
In most cases, this is where most people stop when it comes to understanding copywriting. However, there is more!
Persuasive Writing
One of the hallmarks of good copywriting is the use of persuasive language and phrases. When done well, this can make or break a given piece of text. For example, consider the “XYZ” ad above. While the headline is enticing, the body of the ad is mostly focused on selling the product, albeit in a subtle way.
If you are trying to persuade someone to purchase a product or sign up for a service, using compelling language and phrases can help tip the balance in your favor. Take a look at some of the most effective phrases and words used in today’s advertising, and you will start to see a pattern.
Key Takeaways
To reiterate, to be effective, social media copywriting should adhere to the following guidelines: