Social post copy. Maybe it’s second nature to you at this point. Sometimes it can get stale. Or perhaps you’ve never really been able to figure out where to start, and you’ve become overwhelmed and resorted to using the same few setups over and over again.

If you’re looking to break out of your rut (or you’re just not even sure where to start), here are some great ways to figure out how to set up your post.

Social post copy is as important as your headline – sometimes even more critical.

You heard that right. Social post copy is where you grab interest, insert your voice, and set up the story. The story setup doesn’t stop at the headline anymore.

Your social post copy is your sales pitch – combined with your headline. You’re creating a marketing pitch for your social followings. Taking the time to consider how you want to sell your story is always worthwhile. The most important things to consider (in no particular order) are as follows:

  • Tone: Consider the type of content you are pitching. Choose your setup appropriately. If it’s a lighthearted piece, don’t be afraid to have fun. If it’s a heavy piece, prepare your audience accordingly.
  • Content: Do not oversell your content – that is clickbait. Conversely, do not do yourself a disservice by underselling it, either. If it’s a powerful story, it deserves a powerful setup.
  • Voice: Always consider who you are as a publisher and the audience that is reading it.

Choose your voice

The content’s “voice” is maybe the most important thing to ask yourself. Every page needs a voice. Is it run by an anchor or other personality? Make sure you’re using a consistent voice from that person’s perspective. If it’s a station page, decide on your station’s voice. Do you speak in the first or 3rd person? Are there recurring themes that you want to tackle? Here are some questions to ask:

  • Who is your audience? Think about your demographics and your geographic location. What colloquialisms and local jargon makes sense to include?
  • Decide on your level of formality. Some stations prefer to maintain a high level of professionalism. Some stations prefer to have more fun on social media. Every DMA and station is different, so discuss your approach and stay consistent.
  • Have you created personas? Personas can help you visualize your audience and create content that speaks directly to them. Knowing that you’re talking to a 37-year-old married male named Brandon interested in football, local businesses, and travel can help you select content and sell it with appropriate social post copy.

Ultimately, remember that social media is social. Approach people conversationally, and they will respond in kind.

Deciding on a social setup

This part can trip many people up. It’s easy to fall into a social post copy rut with one word takes and copy/pasted snippets from a story. While sometimes those are appropriate, they can get stale. Here are some ideas:

  • Pull a snippet from the story. Please don’t overdo it, but this is a tried and true method. Length doesn’t matter that much. Pull something compelling, and don’t worry too much about giving the story away. It doesn’t matter as much as you think. But if you’ve got a crazy crime story, don’t hesitate to pull the most bizarre details. It’s going to play well on social.
  • Use emojis. Some relevant emoji placement goes a long way. We are working in social media – you’re not creating white papers. Have fun, use emojis to invoke a particular emotion, convey humor, and have some fun. Choose them carefully – you don’t want a laughing face on a story where somebody got hurt – but when used correctly, they can be great thumb-stopping setups.
  • Ask a question. People want to talk. Give them a chance to tell you what they think! Use discretion – there are times where you don’t want to open that can of worms – but here are some ideas:
    • Did a local landmark close? Ask people to share memories.
    • National pet day? Ask people to share photos of their animals.
    • Running a weekly event calendar story? Ask people about their weekend plans.
  • Sometimes, less is more. Yes, occasionally, one-word setups are the best. “Tragic.” or “Heartbreaking.” can go a long way, but make sure that the story is powerful enough to deliver.

And that’s it! Don’t overthink your social post copy, but it deserves your attention. Once you’ve got your copy down, True Anthem can help you take your posting to the next level. Happy posting!