Writing for social media is not as easy as it seems. It’s very easy to get stuck in a rut and assume it doesn’t matter, but the copy can make or break how your content is received on social. Social media copywriting is the marketing that will engage your audience, drive traffic, and make you stand out.

Know your audience

Knowing your audience is probably the most essential piece of social media copywriting, and it starts with knowing where to find the correct information. Analytics are abundant—even overwhelming at times—and the process begins with simply knowing where to look.

Knowing your audience means knowing what they do and what they are about to do. Your team should know their interests, online behaviors, likes, dislikes, style, hobbies, political views, location, occupation, etc. It may sound nosy, but there’s a reason. Your team needs to know all they can to make a personalized experience full of tailored content your audience will love. Focusing on personalization enhances the reader experience for the better. You want to catch those loyal users!

You can start by looking at which content your audience responds to. Some basic KPIs to pay attention to:

• Demographics. Age, language, location, gender, device, etc. These are the basic qualities of your audience that help you align your visuals, tone, and topics. 
• Top performing posts. Your posts with the most shares, comments, likes, and saves reveal the types of content your core audience enjoys. Create more of these!
• Engagement rate. How often people interact with your content reflects whether it’s hitting or not. High reach with low engagement means something is off. Pay attention to this. 
• Impressions and reach. These metrics help you test your distribution strategy by showing how often and how many people view your content. 
• Click-through rate. Publishers using social media to funnel readers to their website can use this metric to see how often people click on linked content. The more clicks, the more it shows motivation from your audience. 

Keep your content accessible

Make it simple! Your audience needs to understand what you’re saying, and they don’t need to think too much. Some tips to keep your content accessible:

• Formatting! Yes, it matters—a lot. Text walls and overuse of emojis can make people scroll by quickly without reading. You want it concise and skimmable.
• Language. Your word choice matters. Be conversational and don’t get bogged down with technical talk.
• Humor. Making people laugh can go a long way! It can make your post stand out and can elicit shares.
• Change up the content type. You want a good mix of text, video, images, and links. Experiment with sharing methods! Which one does your audience resonate with?

Use your content—more than once

Reusing evergreen content—successful past content that is not timely—can be an easy way to generate consistent traffic.

True Anthem can do this for you! We can read the trends, look at performance, and slot content at the correct moment. Need help filling weekends or nights? Want to use your holiday content without pouring over the analytics every year? We’ve got you. Set up a demo today.