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What Makes a Great Social Post, by the Platform

Social media is taking the world by storm and it’s only going to continue getting bigger. Whether it’s sharing a treasured quote or your latest adventure, social media is an excellent way to stay connected with others on both personal and professional levels.

According to MarketingSherpa “Online adults aged 18-34 are most likely to follow a brand via social networking (around 95%)”. This provides a huge amount of exposure for the company and an opportunity for consumers to learn more about your business, products, and/or services. But how do we adjust the message for each platform? Here are a few social media writing examples to help take your platforms from good to great!

Facebook: Tell a Story

Be human. Writing for social media can be tough because we lose a bit of that human touch. But, that doesn’t mean it’s completely gone. By having a story in your post or a physical connection, you can bring that sense online.

Example: This post is a great example of how stories can paint a picture. Even though the article was not written by the American Red Cross, it still shows a connection back to the organization. This also provides a great example of effective copywriting for social media. USA Today’s article provides a compelling headline that grabs the reader's attention and appeals to their emotions. Red Cross paired it with a complementing caption indicating its connection to the article and why it is worth a read.

Twitter: Keep it Short and Sweet

Quick information is key on Twitter. The character count limit for a tweet is 280; it’s capped for a reason. From content all the way down to the hashtags, it’s recommended you keep your hashtags to two at max according to Twitter Business. With that, if you do have some type of video attachment be sure to include a link. This promotes a user-friendly experience and easy access for those interested.

Example: NASA and SpaceX recently Launch the Falcon 9 into orbit which hasn’t been done since 2011. This of course was aired for the world to watch and SpaceX’s post regarding the link to the stream was simple and easy to follow.


Instagram: Take Advantage of “Link in Bio!”

Simple yet powerful. Having any link related to your company in your biography section on your landing page for Instagram can be extremely helpful in directing your audience back to the website … not to mention it is in a clear spot that is easy to access!

Example: Bethany Hamilton has recently launched an Unstoppable Year online course and has teamed up with a few sponsors to launch a giveaway. This is a great way to create interest and interaction with viewers. As well as direct towards your webpage to learn more about what your company offers. Bethany signaled her followed by highly ‘Giveaway’ with two sun emojis. Great way to break up text and catch the reader's eye right from the start.


LinkedIn: Keep it Creative

While sharing content from other businesses is great, make sure you keep your own organic content consistent and creative. Whether it’s a new or updated product or service, job posting, or promotion, keep it true to your company culture and to who you’re trying to attract. Yes, LinkedIn is the most polished and professional of social media channels, but being stuffy or cookie-cutter won’t get you too far. Be unique and give your audience something to remember and relate to!

Example: Despite Disney Parks being closed due to the COVID-19 Pandemic, they have brought magic to people all over the world by posting a video of the sunrise over Sleeping Beauty’s Castle in Paris.

Pinterest: Be on Brand

When running a business Pinterest account keep your audience in mind. Although it may be tempting to pin personal favorites, keep your content aligned with your company, offerings, and values. If there’s a way to tie in some ‘fun’ pins, be creative in how they might tie to your brand. For example, a bank might create a board of budget-friendly recipes - even though their services aren’t food-related.

Example: Kleinfeld Bridal has a great spread of boards that all are linked back to the theme of ‘bridal’ or ‘wedding’. They use these boards to promote collaborations, brands they carry, wedding aesthetics, gowns, etc.

YouTube: A Hook is Huge

Right off the bat, it is important to express to your viewers why your channel is worth sticking around. And by ‘off the bat’, I mean within the first 5-10 seconds. You already have them watching your video, give them a reason to stay! Just like any effective content or a good book, you need a statement, question, comment, or concern that is going to instantly grab your viewer's attention.

Example: Science Insider starts off their video with two experts chatting about one of the common myths. Although they just read the myth “Many Adults need 5 hours of sleep or less.” and follow by saying “Now, this is a myth!” you already get your viewers to wonder why this is incorrect. Encouraging them to watch and find out!

Tik Tok: Trends & Tags

Tik Tok is a fairly new platform and rising quickly. While the audience of users tends to be on the younger side with 41% between the ages of 16 and 24, this is a great place to gain buzz about your business. Take advantage of the sound/video trends and popular hashtags and add a wist to reflect your product or services.

Example: In this video, Mister Softee SoCal is taking advantage of the trending #ReplyToComments but showing how they perform a double cone dip asked by a viewer in a previous video. It shows the action of being interactive with the viewers as well as giving a great ‘inside scoop’ (pun intended) on the process behind their products.

As laid out above, each platform offers a unique user experience. Meaning that your tone and style while posting should take advantage of that platform's purpose. These are just a few ways to make the most of your social posting journey!

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Topics: Social Media Marketing