Best Practices for Social Media Content That’ll Improve Your Writing and Design

An analysis of job listings shows the most in demand skill for content marking is social media content creation. After social media strategy content creation is what social pros spend much of their time on. While results vary based on target, brand, and social platform there are best practices to follow when writing and designing any social media post that will lead to more interesting and engaging brand posts.

Social Media is the most Requested Skill in Content Marketing

Write in Active Voice and Second Person. 

Most experts agree active voice creates more engaging social media copy with clear, concise, action-oriented sentences. In active voice the subject performs an action by directly using a verb to show the action versus passive voice where the action verb or object is emphasized over its subject. For example, the second version of the following post copy would grab more attention with active voice.

  • Passive Voice: The 2 hour marathon barrier was broken by team Nike!
  • Active Voice: Team Nike broke the 2 hour marathon barrier!

These posts can be improved further with point of view and benefit. Instead of using first person “I” or “we,” or third person “he,” “she,” “it,” “they,” or “name” use second person “you.” Using “you” draws  attention focusing the message on the audience. Conveying the message as a benefit to them will also draw interest. The example post has now been written in first person, third person, then improved with second person written as a benefit to the audience.

  • First Person: We made the Vaporfly shoes that broke the 2 hour marathon!
  • Third Person: Nike Vaporfly shoes were used to break the 2 hour marathon!
  • Second Person: You can run in the Nike Vaporfly’s that broke the 2 hour marathon!

Consider Audience Interests, Brand Voice and Tone

Write messages your audience will want to share because it is something their friends will like, it shows appreciation, or it is about beliefs or causes they support. And don’t stop the message at the post. When sharing a link match post message and link destination. Sending them to a home page or unrelated page causes confusion and lost sales or leads. Keep interest going with a distinct landing page that delivers your message benefit and focuses on what you want them to do. The example post above should interest a target audience of runners and their running friends and then send them to a page about the shoes and the record attempt not the Nike home page.

  • Home Page Link: Nike.com
  • Landing Page Link: Nike.com/Sub2Vaporfly

Keep brand voice and tone in mind. What is the personality of your brand – bold rebellious, modern cool, or serious classic? Write like you talk as if the brand was a person talking out loud to another person. Skip jargon and avoid boastful claims such as “top,” “best,” or “only.” Be genuine fun and helpful. Be consistent but change tone with the situation. Even a fun, casual brand should take a more serious tone with an upset customer or in a crisis. For example, during the Boston Marathon bombing releasing a post celebrating a marathon record would come across as tone death as seen below.

  • Original Tone: You can run in the Nike Vaporfly’s that broke the 2 hour marathon!
  • Modified Tone: You can support Boston marathon victims. We’ll match your donation.

Create Good Brand Design and Aha Moments.

Keep text to a minimum ensuring it is large enough to view on mobile. Use unique fonts for emphasize but limit total fonts in a single post. Ensure good contrast with text over images so they can be seen. Don’t overcrowd the layout or image with too much text making it feel overwhelming and busy. Change individual messages but be consistent in overall message including brand keywords, taglines and hashtags. Follow brand standards for colors, logos and fonts. With the example post you would follow Nike brand guidelines not Wendy’s.

  • Wendy’s Brand Voice: Witty and Sassy.
  • Nike’s Brand Voice: Powerful and Inspiring.

It’s easy to grab a generic stock or product image, but a unique image that compliments the text draws interest. Creatively connect text and image inviting the viewer to fill a gap for an “aha” moment they’ll want to share. A simple image of running shoes would be the easy to include with the post text above. Instead consider something unexpected like a back of the pack amateur runner photoshopped into the finish line scene of Eliud Kipchoge’s record breaking run.

  • Generic Image: (Product Image of Nike’s new Vaporfly shoes) – You can run in the Nike Vaporfly’s that broke the 2 hour marathon!
  • “Aha” Image: (Kipchoge’s record finish with amateur runner) – Break your own records in Nike Vaporfly’s!

Follow Rule of Thirds and Rules of Social Platforms

Good images and layouts follow the rule of thirds. This principle divides a space into thirds horizontally and vertically to place elements in a more appealing balanced way. Research shows that people’s eyes focus on one of the intersection points rather than the center where most amateurs place the subject of their image or design. Instead place the subject in one of the intersecting points to create a more dynamic, natural, and interesting visual. Also leave room for white space or negative space. This is the area between design elements that helps them stand out.

Third-Rule Rule of Thirds for Good Social Media Post Design

Wide White Space Logo - Use white space and negative space for good social media post design

Each social media platform has different design standards and requirements. Refer to each size by pixels, file size, image type and other submission requirements. Many design tools include templates for the most popular platforms such as Canva or Adobe Spark and built in tools such as Facebook Creative Hub and Snapchat Instant Create. Most also have options to create mock ups for social media plans and presentations.

Social Media Post Template Created by FreepikBusiness psd created by freepik – www.freepik.com

Finally consider post schedule. The time of week and time of day matter and can vary increase or decrease engagement based on the social media platform. To plan your social media content calendar and schedule you posts Sprout Social provides a report on best times to post from their customer base.

Best practices are a great place to start, but keep in mind that the best content is created to be unique to each platform customized to the environment and brand community. Test posts times and variations in designs and copy to optimize as you go. This can be done with simple A/B split tests. This will keep posts fresh to avoid ad fatigue.

Social Media Spending Reaches Record Highs. Ask These Questions To Ensure You have The Right Strategy.

The Covid-19 pandemic has lead to businesses shutting down, declining revenue and economic recession. Many in the social media marketing field have been uncertain about how this would impact budgets. But according to the latest CMO Survey spending on social media marketing has grown to record levels with a 75% spike since February 2020.

How Covid-19 Influenced the Importance of Marketing in Companies
The CMO Survey (https://cmosurvey.org/)

Social media spending reaches highs predicted for years.

The percent of marketing budget spent on social media has hovered around 10%-13% since 2014 while marketers always predicted it would reach 20% or higher. With the pandemic spending has finally reached 23% and marketers expect it to stay that high for the next year. The CMO Survey reports this in the context of declining overall budgets and revenue, but as those declined the average percent of revenue spent on marketing increased as most perceived it to be more important during the pandemic.

Why such a sudden and dramatic jump?

Part of this jump is certainly people using social media more. After years of stalled gains eMarketer updated predictions indicating US adults will spend 7 more minutes per day on social networks in 2020 than in 2019. But according to the CMO Survey marketers have also become more confident in social media’s contribution to company performance. After remaining flat for years marketer confidence in social media performance increased 23% from February 2020.

How was social media used during the pandemic?

The CMO Survey reports marketers used social media the most for:

  • Brand awareness and brand building 84%
  • Retaining current customers 54%
  • Acquiring new customers 51%
  • Brand promotions 48%

What does this mean for your social media strategy?

As marketers reduce spending on traditional advertising, they are shifting resources to digital and social. With this increased spending comes higher expectations. Now is a good time to check your social strategy to ensure you are headed in the right direction. Make sure your social media is focused on the right objectives, on the right people, with the right message, and in the right places.

Do you have the right objectives?

Are your objectives focused on building business like the one’s above? Or are your objectives focused on building social media vanity metrics such as followers, likes, comments and shares which make social media an end unto itself? Ensure that your objectives connect to company performance not social media performance.

Are you reaching the right people?

Have you identified a target audience based on a well-defined target market for your product or service? Or are you casting a wide net hoping to catching anyone who could use the product or anyone on the social platform? Look at customer data to determine who actually buys your product not just follows your social account.

Are you posting the right message?

Are you creating unique messages that speak to a well-defined audience with content customize to the social network? Or are messages more generic and content the same across social channels? Optimize content to increase performance.

Is your brand in the right places?

Are you on social media channels because you have been on them for years or because they are popular? Or have you evaluated social channels based on user demographics and engagement metrics of where your focused audience is most active? Take time to evaluate brand social platforms for wasted effort and missed opportunities.

Social media marketing has reached record highs and looks like it will remain there for at least the next year. As spending increases make sure your social media strategy will be as effective as possible.