What is social media copywriting?

Social media copywriting is both the art and science of crafting messaging that grabs attention and drives engagement on different online platforms. Whether it’s a punchy post, a catchy caption, or strategic hashtags, it’s all about delivering the right message in the right way to connect with your audience.

In today’s crowded digital space, standing out on social media is crucial. Great copywriting can be the difference between your post getting scrolled past or liked, shared, and commented on.

With short attention spans in mind, the goal is to entertain, inform, and build a genuine connection that inspires your followers to take action—whether that’s engaging with your content, sharing it, or even making a purchase.

But it’s not just about selling. It’s also about growing your community and boosting your brand’s visibility online.

Mastering social media copywriting is an essential skill for modern marketers—it helps you speak to your audience’s needs while keeping them engaged and coming back for more.

Keep reading for pro tips on how to hone your social media copywriting skills!

17 social media copywriting tips for 2025

1. Customise copy for the channel

Each social media channel has its own unique features, audience, and style. To maximise your content’s effectiveness, you’ll need to adapt your messaging to fit the specific tone and format of each one.

Start by paying attention to character limits. Each social network has specific constraints that influence how much you can say:

Next, consider the purpose of each platform.

Why do users visit these networks?

What kind of content resonates with them?

Knowing this will help you create social media posts that align with platform-specific preferences and audience behaviour.

For example, Twitter thrives on short, snappy updates with hashtags, while Instagram is highly visual, relying on captions that evoke emotion or tell a story. Facebook and LinkedIn, on the other hand, allow for more detailed, informative posts but still require an engaging and concise approach. Understanding the best practices for each platform is key to crafting successful posts.

By understanding and applying platform-specific strategies, you can create tailored content that not only adheres to best practices but also drives higher engagement.

2. Sound consistent across channels

While your approach will differ depending on the nuances of each platform and post type, your brand voice should stay the same. That way, users will recognise you wherever they scroll – which is a key step in building a strong identity and consumer trust online.

Stick to a tone, style, and vocabulary that truly represent your brand’s personality and values. Be authentic—avoid exaggerations or unrealistic claims. Instead, let your passion for what you do come through in every post.

3. Know your audience, speak to the individual

To truly capture your audience’s attention, your social media copy should feel like it’s speaking directly to them. Take the time to understand customer pain points, desires, and what drives them. Use “you” and “your” to create a personal connection, making your messaging feel more like a conversation than a marketing pitch.

Ditch the jargon and complex language. Keep it simple and relatable. Each audience segment might need a slightly different tone, so tweak your messaging to resonate with each group. When your audience feels like you’re talking to them—rather than at them—they’re more likely to pay attention and engage.

Audience research is key here. Even the most polished copy won’t land if it’s not what your audience cares about.

Tools like SparkToro can help you dive deeper into their online behaviours, showing you the influencers they follow and the websites they frequent. Equipped with these insights, you can write social media copy that truly speaks to their world.

4. Underline your USP

Every business needs that one thing that makes it stand out—a unique selling point (USP) that sets it apart from the rest. Without it, you risk blending into the noise, with little chance of grabbing attention or carving out a place in the market.

So, ask yourself: Why should customers choose you over your competitors?

Then, flip the script: Why might they choose your competitors instead of you?

By looking at both sides, you’ll gain clarity on what makes your business truly unique.

Once you’ve pinpointed your USP, distil it into one powerful sentence that’s clear, concise, and unmistakable. This should become the foundation of your social media presence. Build your content around it, ensuring every post aligns with and highlights what makes your business special.

If your social content doesn’t reflect your USP, it’s time to tweak it. Your USP should be the heartbeat of your messaging, reminding your audience why you’re the go-to choice.

5. Use the PAS formula

The PAS formula—Problem, Agitate, Solution—is a dynamic way to create social media content that hooks your audience. It works by first identifying a problem, then intensifying the urgency of that issue, and finally offering a satisfying solution.

Imagine you’re promoting an app for remote work productivity called WorkWizard:

(P) Struggling to stay focused while working from home?
(A) Distractions can sabotage your productivity and throw your whole day off.
(S) Boost your focus with WorkWizard—organise your tasks and stay on track, no matter where you work.

This method isn’t limited to products either—it’s flexible enough to fit any kind of content.

Let’s say you’re promoting a travel blog post about hidden vacation spots:

(P) Tired of overcrowded tourist destinations?
(A) Fighting through crowds can ruin the vacation experience.
(S) Discover hidden gems off the beaten path with our latest travel guide.

The magic of the PAS formula lies in its simplicity and adaptability. It speaks directly to your audience’s concerns and provides a compelling solution—all in one tidy message.

When promoting anything, focus on how it helps the reader, not just what it is. Features are cold; benefits are what make your audience feel invested. Highlighting the impact of a feature touches on emotions and desires in a way that dry facts can’t.

6. Keep it short and sweet

On social media, you’ve got just a few seconds to catch someone’s attention before they scroll away. To cut through the noise, your message needs to hit home fast.

Keep your sentences concise and use straightforward language that gets the point across without any extra baggage. Ditch the fluff, filler, and repetitive phrases. Every word should pull its weight, moving your audience closer to understanding or taking action.

Streamlined, no-nonsense copy not only respects your audience’s time but also delivers a clear, compelling message that’s hard to ignore. In a world of endless scrolling, concise, intentional content is what keeps people hooked.

7. Write in the active voice

Passive voice makes the subject seem acted upon, often leading to wordy or indirect statements. On the other hand, active voice cuts straight to the point, putting the subject in control and creating a more dynamic connection with your audience.

A lot of the time, passive voice can dull your message and bury its impact, making it harder for your audience to connect. In contrast, active voice delivers clarity, urgency, and excitement, helping you write sharp, engaging, and easy-to-follow copy.

Here’s what not to do:

“Our pastries are loved by many. They are made with the finest ingredients. If you haven’t tried them yet, maybe you should stop by.”

Why doesn’t this work? The message is passive and lacks excitement. It doesn’t create urgency or a compelling reason to visit the bakery.

This is a stronger, active version:
“Love fresh, gourmet pastries? Indulge in our newest creations, made daily with the finest ingredients. Stop by today and treat yourself!”

This version is direct, inviting, and full of energy. It speaks to the reader’s love for quality pastries while encouraging immediate action. Active voice turns a dull message into a lively invitation.

By using an active voice, your copy will be more engaging and impactful. And if you want to catch passive phrasing quickly, tools like Hemingway Editor can help you polish your content and make it more dynamic.

8. Craft a hook

Being on-brand doesn’t have to be bland. Your copy should make people stop scrolling and engage. Don’t be afraid to throw in a bold, surprising statement—as long as it speaks to your audience’s interests.

When crafting hooks for social media, aim to capture attention right away. Give your audience a reason to pause—whether it’s to agree, disagree, or simply wonder what’s next. Humans are naturally curious, so if you give them just a taste of something intriguing, they’ll feel the need to dig deeper.

But remember, there’s a fine line between intrigue and clickbait. Keep it real and stay true to your brand’s voice—no cheap tricks.

Nailing the balance between curiosity and authenticity will naturally boost your engagement.

9. Spark conversations with open-ended questions

Asking open-ended questions is a great way to get your audience talking and create meaningful interactions. Stay relevant to your brand while tapping into their interests and experiences, giving them something they’ll be excited to chime in about. People love to share their stories!

For example, if your brand is focused on fitness, you could ask, “What’s your favourite way to stay active on the weekends?” or “What’s a workout routine you swear by?”

This encourages your audience to not only share tips but also connect with others who have similar interests. You could also ask what they’d like to see from your brand in the future, showing you value their input.

Using tools to track comments can help you stay on top of the discussion and reply to followers quickly. And if you’ve got a team, consider assigning someone to manage the comments, ensuring that no conversation gets missed.

10. Skip the CTA from time to time

Not every post needs to push a sale. While Call to Actions (CTAs) have their place, constantly bombarding your audience with links and promos can turn social media into a sales-only space, which misses the point of social media.

This channel is about more than driving traffic—it’s about building relationships. So mix up your content. Share something purely educational, entertaining, or thought-provoking without asking for anything in return. This approach can foster a stronger bond with your followers and keep your feed fresh.

When you do use a CTA, make sure it’s focused and clear. Jamming too many links into a post can confuse your audience and weaken your message.

Sometimes, the best call-to-action is no action at all—just a genuine connection with your audience.

11. Use softer CTAs

Writing for social media shares a lot of the same principles as crafting blog posts—just in a shorter, punchier format. But your social CTAs don’t have to be as direct or sales-driven as those in your website copy.

The goal is to nudge people towards your blog, website, or to spark engagement like a comment or a share. Once they’re on your site, that’s where you encourage bigger actions like signing up for a newsletter, subscribing, or making a purchase.

So, focus on creating engaging CTAs like “Take this quiz to see…” or “Click to learn how…” that invite interaction without feeling too pushy. You don’t need to go for the hard sell in every post—sometimes a more engaging, conversational CTA is all you need to pull your audience in.

12. Don’t overdo it with the hashtags

Hashtags can help boost your content’s visibility, but only when used thoughtfully. Before posting, do a little research to pick hashtags that are relevant and will extend your reach. Creating custom branded hashtags for campaigns or product launches can also help elevate your content, but make sure they’re unique to your brand.

Be careful not to overload your posts just for the sake of exposure. Too many hashtags can clutter your message, making your content harder to digest.

Different platforms have their own rules for hashtag success:

• Instagram: Max 30, but 3-5 works best.
• X: Stick to 1-2 hashtags for clarity and engagement.
• Facebook: Hashtags are used but aren’t popular.
• LinkedIn: Same—hashtags are available but not widely embraced.

In the end, less is more. Make sure each hashtag has a purpose and enhances your message rather than burying it.

13. Sprinkle in some emojis

Emojis aren’t just for decoration—they add personality and emotion to your social media posts, helping make your message more relatable and engaging. They can create excitement, convey tone, and even save on character count by adding visual emphasis.

See for yourself:

“We’re excited to announce the grand opening of our new store! Come visit us this Saturday to check out our exclusive deals and products.”

Versus:

“We’re excited to announce the grand opening of our new store! 🎉Come visit us this Saturday to check out our exclusive deals and products. 🛍️”

They’re also a great way to keep your copy concise. Instead of using extra words, a simple emoji can get the point across in fewer characters, making your content more digestible and eye-catching.

For example, here’s an emoji-free event post:
“Get ready for our beach day event! We’ll have free drinks, great music, and games.”

And one that comes to life with them:
“Get ready for our beach day event! 🏖️🍹🎶🎯”

That said, it’s important to choose emojis that reflect your brand’s tone. If your brand has a more formal image, stick to subtle, purposeful use of emojis to maintain professionalism.

If your brand has a more playful vibe, feel free to incorporate more fun and expressive emojis, like confetti 🎊 or smiley faces 😄, to boost engagement.

Ultimately, emojis help liven up your posts and make them more interactive, giving your audience something fun to engage with while still staying true to your message.

14. Don’t forget about accessibility

Keep accessibility front of mind when tackling social media copywriting. With the following tips, you can create an inclusive experience for all users, even those with screen readers:

• Start with the most important information to grab attention.
• Keep your messaging clear and simple to ensure it’s easy to read, including for non-native speakers and individuals with cognitive disabilities.
• Avoid jargon and complex words, and keep your sentences short and concise to prevent confusion.
• Spell out acronyms the first time they appear to avoid any misunderstandings.
• Use “CamelCase” for hashtags, like #SocialMediaCopywriting instead of #socialmediacopywriting, to make them easier to read.
• Avoid using all caps, as screen readers may interpret them as acronyms.
• Limit special characters to keep the content readable for screen readers.
• Place @mentions and emojis at the end of your post so they don’t get in the way of clarity.

With these tweaks, your social posts will be clear and inviting, no matter who’s reading your content and how.

15. Repurpose top content

When writing for social, find high-performing content from other channels and give it a fresh spin for your platforms. This not only saves time but maximises the reach of content that already resonates.

For example, take a hit article and turn it into multiple posts:

• Grab a standout quote or bold statement for a quick, impactful post.
• Write a one-liner summary, and link to the full piece in your bio or comments.
• Turn key data or visuals into a carousel, highlighting the main takeaways.

Recycling content like this helps keep your feed fresh without needing to waste time reinventing the wheel.

16. Take advantage of AI copywriting tools

AI isn’t about taking your job—it’s here to help you work smarter. By speeding up content creation and helping overcome writer’s block, AI can be a useful tool in your copywriting toolkit. Feed it your brand’s style guide and content examples to get more tailored results.

That said, AI isn’t flawless. While it can handle the basics and kickstart ideas, it still needs a human touch to ensure your content fits your audience. With the wrong prompts, AI will struggle to nail your brand voice and sound a little too stiff – especially on socials.

For larger content projects, AI formulas in spreadsheets can also be a game-changer. Whether you’re prepping hundreds of social posts or planning bulk content, AI-driven tools like formulas in Google Sheets or Excel can automate repetitive tasks. They can help format text, generate variations of copy, and organise posting schedules—saving you loads of time and ensuring consistency across large campaigns.

At the end of the day, AI is a helpful tool to enhance your work, not replace it. Use it to boost efficiency, but your copywriting expertise will always be the key ingredient.

For more tips and tricks, check out our comprehensive guide to AI copywriting.

17. Optimise messaging by analysing metrics

Hitting ‘share’ isn’t the finish line—it’s just the start. If you move on without tracking performance, you’ll miss golden insights that could elevate your copy even further.

Once your post is out there, pay attention to how your audience responds. Use dedicated social media analytics tools to keep an eye out for trends in engagement and ask:

• Which topics ramp up comments, likes and follows?
• Do snappy posts or longer reads get the best reactions?
• Which CTAs are making people click, and which fall flat?

Let these insights fuel your next round of copy, keeping your strategy sharp and evolving.

Leave the social media copywriting to Redback

Whether you’re growing email subscribers, driving website traffic, or selling a product, social media copywriting is key to any digital marketing strategy.

With the right words, even the simplest post can build brand awareness, fuel engagement and cultivate lasting customer relationships. Remember that every platform has its own rhythm, which should be factored in while staying true to your brand voice. Keep copy concise, authentic, and crafted for meaningful interactions.

Rather leave it to the professionals?

Our in-house wordsmiths are ready to write.

We take care of social media copywriting for businesses big and small. That means embracing your brand, optimising for scrollers, and ensuring each post resonates with the right users.

For start-to-finish support, give us a call at (02) 4962 2236 or enquire online today.