You’re standing at a crossroads.
Facebook is open.
You’re ready to write a social media post for your brand, but you don’t know how to write social media posts strategically.
What do you do?
It’s not as easy as it looks. Writing and posting on social media is a whole different story when you’re a business versus an individual.
You have to know posting practices to get the most out of social: the way you write your posts can affect your authority, reach, and more.
Don’t just compose a post and call it done. You need to conform to best practices to get the most rewards for your efforts. To fit into each social network niche, you have to post in expected ways.
Follow the below formula for creatively (and correctly) posting to each social outlet, and people are more likely to see and discover your posts. Let’s delve in!
How to Write Social Media Posts That Hit the Mark, Every Time
Stick to proven best practices when thinking about how to write social media posts. Stay true to the best structure for each different network. Then, get creative within that post content and use your own ideas, content, and visuals.
Here’s a rundown of best practices on how to write your social posts for each network, from Facebook to Pinterest.
1. How to Write Engaging Facebook Posts
Facebook can be tricky, as lots of different posting techniques work. Here are some general guidelines. Play around with them until you find a method that works for you.
In general, shorter posts are better for social media. However, when it comes to Facebook, you can go a little longer with no worries. For twice the engagement, 80 words is a good sweet spot to shoot for, but you can get as lengthy as 120 words.
A good best practice for Facebook is to include a visual with every single post. Even if your post is a text post, add a graphic or photo to increase engagement. Videos are good complements, too.
You can also boost engagement by ending your post with an exclamation mark. Positive sentiments do well for Facebook posts. Similarly, ask your audience a question to get more reader involvement, like comments.
Using hashtags on Facebook is a good way to connect your post to a larger discussion. It may also get more notice if you choose hashtags wisely.
That said, hashtags aren’t huge on Facebook, so limit yourself to one or two. You can create your own brand-related hashtags and use those, as well. For instance, a marketing campaign with its own hashtag is excellent for getting engagement.
Example: Innocent Drinks
The British juice makers behind Innocent Drinks post stuff that’s short-but-sweet. Yet, it still falls in line with their trademark “innocent” humor.
They keep their average post length pretty short, use photos in every other post, and occasionally use hashtags. Their engagement level on every post speaks for itself.
2. The Best Way to Tweet on Twitter
Twitter is notoriously harder to get right because of its length requirements, but when you do nail it, you can really soar.
Twitter only allows you to post up to 140 characters at a time. Obviously, your tweets need to be short and to-the-point. Twitter itself recommends only posting about one topic at a time. You won’t be able to fully address multiple topics.
A good length to shoot for is 120-130 characters. This way, there will be room for your Twitter handle at the end if anyone retweets your post.
If you have more to say than what Twitter allows, include a link to a blog post or article. TinyURL can shorten long web addresses so they don’t hog your writing space.
Another good practice for Twitter posts is including compelling images with your tweets. These types of posts get more engagement than other kinds.
Finally, did you know you can tag up to 10 people in a photo on Twitter? This is great for directing their gaze to your post, but make sure the tag is relevant to both the post and the photo. Tagging somebody as a random grab for attention will not win you any favors.
You don’t have much space in Twitter posts, so use hashtags wisely. This does not, under any circumstances, mean you can hashtag every other word. For example, this type of hashtag usage should make you cringe:
I love #coffee! My #favorite #coffeedrink is a #hazelnutcappuccino from the #localcoffeeshop.
Instead, go for one or two hashtags that are relevant.
— Disney•Pixar (@DisneyPixar) August 16, 2017
Disney/Pixar did a few things right, here. They used one hashtag to participate in a fun holiday, they posted a relevant joke, and they included a playful visual that’s their own content. Win, win, win.Learn the best practices for creating amazing #socialmedia content via @ExpWriters!Click To Tweet
3. How to Write Instagram Captions That Complement Your Photos
Posting photos on Instagram is one thing, but what about the other half of the equation, the caption? Turns out, a good caption can do a lot of work for your post and get it noticed! Here’s how.
On Instagram, your caption length doesn’t matter too much. However, there is a character limit, so you can’t write a novel.
As for what to write, feel free to describe your photo and put it in context. Or, ask your followers questions to increase engagement and encourage comments. In fact, any call-to-action in your Instagram caption is a great idea.
If you like longer captions, hit the “return” key a couple times after each point to make them easier to read. You can also use emojis creatively to break up your caption.
Emojis work great in Instagram posts, as they mesh well with the general lighthearted nature of the platform. You can even use related emojis as hashtags.
You can go wild with hashtags on Instagram – up to 30 are allowed with each post. Add them in a new comment on the post to keep things cleaner.
When using emojis as hashtags, as always, keep it relevant. For instance, a post about Earth Day could include a hashtag with the globe emoji, or a hashtag with a plant or tree emoji. This is the best way to help interested people find your posts, discover your account, and, by extension, discover your brand.
Example #1: @Target
Target has a super short caption, but they have all the right elements. Their post includes a catchy description, relevant emojis, a tag to a related/featured brand, and a call-to-action.
Example #2: Obvious State
Bookish goods and stationery sellers Obvious State get everything right in this post featuring one of their products. Note how they posted their hashtags in a new comment and kept their caption engaging.
4. How to Write Good LinkedIn Posts
For a business, LinkedIn is a good platform for sharing news and insights from your industry. Here’s how.
LinkedIn is a good platform for longer posts. Try posting company updates, new ideas, and insider experiences. Any other enlightening topics about your work will do. Don’t forget to post about company events, either.
Link-sharing related to your business will work well, too. Describe your link and add a few insights of your own. Or, ask your followers a question about a trending topic.
Format your long-form posts like blog posts. Include a headline and subheaders, and generally make sure you organize your ideas so the post is readable. Stay professional and avoid rants or casual posts. For more engagement on your posts, include related images.
LinkedIn posts benefit from 3-5 related hashtags plugged in at the end unobtrusively. This will help you contribute to larger professional conversations as well as get you more notice.
Example: TED Conferences
5. Tips for Posting Original Pins on Pinterest
Yes, there is a formula for writing pin descriptions/captions on Pinterest, too. Follow them for best results!
Much like Instagram, the picture is the focus of the post on Pinterest. However, you can boost your post with the right description.
Don’t be afraid to use detail when describing your pin. 150-300 words is a good standard, depending on the pin. Make sure you include relevant keywords in the description. Provide more information about the pin and make users want to click on it to learn more.
When posting for your brand, Pinterest is not the place for internet slang, acronyms, or text-speak. For all descriptions, use correct punctuation and grammar, and keep your tone informational. Strictly avoid salesy language or anything that sounds inauthentic.
Don’t use hashtags. Pinterest doesn’t recommend it, and it’s not a common practice. In fact, pins with hashtags look strange and out of place.
Ancestry.com describes their pins naturally and with minimal fuss.
Note how the pin description asks the reader an interesting question. Intriguing!
Now that we’ve covered the right formula for writing for various social networks, let’s get into some general do’s and don’ts.
How to Write Social Media Posts: 3 General Best Practices
Keep to these general best practices for writing on social media and you’ll stand head and shoulders above the competition.
1. When in Doubt, Keep It Short
If you’re ever waffling about how long your post should be for Facebook, LinkedIn, or any other platform that allows length, go shorter.
Shorter posts always do better than longer ones in terms of engagement. If your post does get on the long side, include an image to draw in your audience.
2. Be Authentic
Don’t ever be salesy or overly promotional in your social media posts. Quite frankly, nobody wants to listen to your sales pitch. Instead, practice authenticity. Be a real human with opinions, emotions, and ideas.
3. Consider Evergreen Posts
The lifespan of a social media post is brief. You only have a limited amount of time to catch people’s fancy before the post gets lost in the endless scroll.
Try posting content on social that will stand the test of time to combat this. If a post ever misses out on notice for some reason, you can also try posting it again. Try a different time of day, try different hashtags, or reword your description. You’ll quickly find out what lands – and what doesn’t.What are the three best practices for #socialmedia content? Find out via @ExpWriters!Click To Tweet
Your Social Media Posts Can Be Better
If you’re scratching your head wondering how to write social media posts that stand out, you’re not alone. Social media is one of the hardest avenues to cruise down without speed bumps.
Follow this guide to help you get your outline down, then branch out and find the best way to fill in the blanks.
If you need a cheat sheet, download our Quick Handy Guide on How to Write Social Media Posts below!