How to Write the Most Engaging Social Media Posts

Writing a social media post doesn’t seem overly complicated. Should be pretty straightforward and simple to do, right?

Actually, copywriting to attract the right audience from a business standpoint is a little more methodical than you might expect compared to writing social media posts as an individual.

There’s a lot more at stake for the business, including a meaningful impact on the brand’s perceived authority, its reach to potential new consumers, engagement rates, and more.

Globally, as of July 2021, there are an estimated 4.48 billion social media users (almost 57% of the world’s population). Facebook still reigns supreme with an estimated 2.853 million users, followed by YouTube in second place.

When done correctly, a marketing strategy on social media can reach a lot of people to bring in leads, raise brand awareness, and create conversion opportunities.

Here’s where it gets tricky – each social media platform has its own tips, tricks, algorithms, and best practices. Content that performs well on LinkedIn isn’t likely to see that same success on Twitter or Pinterest if posts are simply copied and pasted uniformly across every channel.

Not to worry… we’re here to share the best advice for each social outlet so your content performs no matter where it’s posted.

Follow these tips to manage your social media campaigns:

1. How to Write Facebook Posts That Get Liked and Shared

The #1 social media platform isn’t exactly a one-and-done content formula because it handles multiple types of media, and different posting techniques can work well depending on the goal you’re hoping to accomplish.

To find success on Facebook, you need to “read the room” and respond to your audience. These guidelines with help you do just that:

–  Video is the best performing content. However, Facebook campaigns are most effective when you vary your types of posts, so mix it up with photos, infographics, text, gifs, memes, blog posts, press releases, links, et cetera.

– The ideal length for a post is around 40-80 characters. As a general rule, short posts on social media perform better than long ones.

– End with a question. People are more likely to engage when you reach out to them for their opinions or feedback.

– Post interesting content, even if it doesn’t pertain directly to your brand. Facebook’s audience has a limited tolerance for self-promotion, which means if you want to keep your followers engaged, it doesn’t hurt to post about more than just your business. Be sure to keep your topics related to your niche, though.

– Make it visual. Text is easy to scroll past, but graphics help to make people pause while they’re skimming through their newsfeed. Even if you’re publishing a post that’s strictly text, Facebook makes it easy to transform it into a visual graphic.

2. How to Write Effective Tweets on Twitter

Posting on Twitter requires smart, concise word choices to convey your message within a limited space. It can take a little extra practice, but once you get the hang of it, your tweets will take off.

When posting on Twitter, take this advice into account:

– Front-load your tweet. Most people on Twitter are skimming through a massive amount of content. Put the most important information at the beginning of your tweet to catch their attention.

– The ideal length for a tweet is 240+ characters. Twitter increased its character limit from 140 to 280 in 2017, and users seem to appreciate the extra room to express themselves. If you need more than 280 characters, create a thread or add a link to a blog post.

– Don’t go overboard with hashtags. Real estate for your tweet is limited – you can’t afford to spend it all on hashtags rather than your actual message. Limit yourself to 1-3 relevant hashtags.

– Tweet shareable content. Twitter’s audience loves to retweet breaking news, statistics, quotes, jokes, and gifs. Timing is important on Twitter – you don’t want to be the last one to share yesterday’s news.

3. How to Write Engaging Instagram Captions

Instagram is all about visual content, but that doesn’t mean you can skate by with insufficient captions. If you want your audience to interact with your content, your words do matter.

– Start with a bang. Instagram allows up to 2,200 characters. However, it’s important to keep in mind that no more than 125 characters will show beneath your photo. If you want your audience to read your full post, you need to entice them to click “more.”

– Use emojis. Instagram + emojis = ? For real, though, emojis have proven to be incredibly effective on Instagram.

– Use relevant hashtags. You’re allowed up to 30 hashtags, but don’t just pick the ones that are currently trending (especially if they don’t really pertain to your media). Instead, try to vary your hashtag use. Select a few broad, popular ones but also mix in some niche-specific hashtags, plus one or two branded ones. For example, Coca-Cola created the branded hashtag #ShareACoke for an Instagram campaign.

– Break up long text into paragraphs. Instagram is still a bit tricky about this. If you want to have paragraphs with white space in between them, you have to hit Enter, then add a space on the blank line before you tap Enter again. But the extra step is worth it, because big blocks of text are difficult to read.

4. How to Write LinkedIn Posts That Perform

One of the biggest mistakes people make is treating LinkedIn like a clone of Facebook.

While the two do share some similarities, even a blue logo, the type of content is very different.

LinkedIn is primarily a networking platform where business professionals and brands share industry insights, news, and updates. The latest “epic fail” video going viral on Facebook isn’t going to fit in with what LinkedIn’s audience expects.

When posting on LinkedIn, keep in mind that:

– Long-form content works well. Don’t hesitate to share articles and blog posts on LinkedIn. This audience is more likely to take their time and read what you have to say, so you can also type longer posts than you normally would on other platforms that are meant to be skimmed. Just be sure to stay organized and professional.

– Add a handful of hashtags. While hashtags dominate Instagram and Twitter, they fell flat when it came to Facebook. LinkedIn falls somewhere in between. Relevant hashtags are good to include, but in moderation and preferably tucked at the end of your post.

– Brand your content and graphics. Professionals are likely to share studies, research, infographics, statistics, and industry updates. If you’re posting content, make sure it’s branded so you get the credit when it’s shared. For example, Gary Vaynerchuk always includes his signature and Instagram/Twitter handle on his content.

5. How to Post Great Pins on Pinterest

Much like Instagram, the focus on Pinterest will be on the picture rather than the text.

That being said, the right description can give your post a major boost! Try these tips the next time you post a pin:

– The ideal length for a post is around 150-300 characters. You’re allowed up to 500 characters, but try not to go overboard. It’s a good idea to be detailed and use relevant keywords in the description.

– Have a professional tone. Slang and acronyms don’t give a great impression on Pinterest. Be mindful of your grammar and punctuation. Try to keep your tone informal but professional.

– Hashtags are optional (but useful). A few years ago, hashtags were a big NO on Pinterest. But now, hashtags are searchable and will appear in chronological order. However, Pinterest is still primarily driven by keywords, not hashtags, which means the feed will display results that have the keyword even without the hashtag. Since a hashtag usually doubles as a keyword, it doesn’t hurt to use them on your pins.

Tackle Social Media with a Can-Do Attitude!

The most important piece of advice when it comes to social media is to BE AUTHENTIC.

That, more than anything else, is what will help your content connect with your audience. When in doubt, remember that short and sweet tends to perform better than long-form content on most platforms.

Experiment with your posts to find what you audience responds to best. Try posting different lengths and forms of content at different times of the day.

Whatever you do, don’t give up! Social media can be difficult to navigate, but with persistence and a methodical approach, you’ll find what works.