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Almost 3.5 billion people around the world turn to social media to connect, learn and share information with others. For any modern-day marketer, engaging these online scenes is essential to success. But writing for social media isn’t always as simple as it appears. Use these social media content writing tips to help your business make the most of popular platforms like Facebook and Twitter.

Understand the Channel’s Audience and Limitations.

Thinking of simply copying and pasting your brand’s Twitter post to LinkedIn and Facebook? You might want to reconsider. Each channel has different limitations, and the platforms’ users have different content expectations. For example, Twitter has a 280-character limit, while Facebook allows for well over 60,000 characters.

And, although many people are active on multiple social media sites, not every channel has the same demographic makeup. If your target audience is over the age of 65, you’re better off focusing your marketing efforts on Facebook rather than Twitter. Hoping to sell your products and services to a younger audience? Instagram and Snapchat should be a few of your go-to channels.

Keep It Simple

As we’ve already mentioned, Facebook lets you make posts longer than 60,000 characters. You shouldn’t need that much space.

Social media users are already swimming in content. They’re scrolling fast through hundreds of informative and entertaining posts. So, keep your posts short and sweet. Here are a few tips:

  • Certain emojis can increase engagement and make your brand seem friendlier, according to HubSpot. Use this to your advantage, but don’t overdo it.
  • Use social media channels as a way to link to longer blog posts. Offer a short overview or a few takeaways directly above the link to catch users’ attention.
  • Use a Flesch-Kincaid readability tool to ensure your message is somewhere near an eighth-grade reading level. Depending on your target audience, this might not be necessary.
  • Use bullet lists and short paragraphs rather than lengthy walls of text.
  • Before you publish your post, look over it and ask yourself, “Is this easy to digest?”

Know Your Voice

Your brand’s voice on social media will depend on your business’ values and personality. Posts by a local gym probably won’t sound the same as those from an accounting service.

When writing, use the same voice you use to engage your customers in person. And then, ensure that voice is consistent throughout each social media channel — both in your status updates and your responses to customers.

If you’re having trouble pinning down your brand’s voice, start by making a list of adjectives. Do you want your brand to come off as playful and creative? Sharp and clever? Classy? Quirky? Warm?

Try to imagine how your customers will react to a certain voice. When in doubt, ask for feedback from longtime customers before deciding on your writing style.

Have Compelling Calls to Action

Communication on social media shouldn’t be a one-way street. At the end of each post, stir the readers into action with CTAs like:

  • “Click here to learn more”
  • “What’s your opinion? Let us know in the comments.”
  • “Subscribe to our newsletter to stay up to date”
  • “Follow us for new offers”

Engagement is the goal. If your posts are thoughtful and well crafted, you’ll notice an increase in brand awareness.


Our final tip is a simple one, and you should apply it to all your business writing: proofread. Unintentional errors can make your business seem unprofessional or careless. If grammar and spelling aren’t your strong suits, hire a writer or editor who can help deliver your message.