Not all social media sites are created equal. Though we may lump them together in our marketing strategies, they serve fundamentally different purposes. So while your brand voice should be consistent, you’re not always better off copy-and-pasting captions from one site to another. What works for Instagram does not always work for Twitter, and vice versa. Here are our tips.
We’ve talked about this on our blog before, but finding and focusing your brand voice is important. It helps engage your audience, find your purpose and mission, and most significantly, impact readers.
This is why no matter where you’re marketing, it’s important to maintain your brand voice. You can dress it up and dress it down, but stay true to yourself. A student-run style Zine shouldn’t sound the same as the Wall Street Journal. That being said, here’s how to change it up.
There are certain social media platforms where you can keep your voice casual. And just to clarify, by casual we mean using expressions, abbreviations, asking questions, and so on. Think of it as writing as you would a thoughtfully crafted text.
We recommend doing this in places where the writing isn’t the primary focus. This means Instagram, Twitter, Pinterest, and certain Facebook posts. People are scrolling through so many of these per day, they just don’t have the mental energy to read a formal statement. So unless your brand prohibits colloquialisms or more casual copy, keep it casual on these.
Casual copy and content can also help drive audience engagement. Sometimes, not sounding formal and robotic helps bring things down to a more human level. And in the end, writing is all about human connection.
Note that casual writing does not mean sloppy writing. Even when writing colloquially, proper spelling, punctuation, and syntax have to be respected. If not, you run the risk of crossing the thin line from casual to unprofessional.
But you obviously can’t be casual everywhere. You are representing a business, after all, and your copy has to sometimes be dressed up. Copy on your own website, or on more formal announcements on social media need to be dressed up.
Dressing up your copy is the writing equivalent of clearing your throat—it signals you have something to say that can’t be ignored. By dressing up we mean avoiding all colloquialisms, using a more sophisticated (but not pretentious) vocabulary, and keeping your copy well organized—short paragraphs, concise sentences, you know the drill.
This could work especially well on Facebook and WordPress, or wherever you’re writing about your business. You want your copy to reflect your capabilities as writers and in turn as a publication.
Sometimes, you just have to bite the bullet and write in business speak. Avoid conjugations, use technical and sophisticated language, and make your sentences short and formal. Save this for press releases and LinkedIn, though. It gets exhausting to read formal writing, so make sure to use it only when it’s necessary.
Just like that, you’re ready to start writing better copy for whatever platform necessary. But you know what’s better than just using copy to market your content? Using Issuu’s social sharing tools to drive sales!