The growing world of social media marketing necessitates a comprehensive social media plan. Social ad copy can not only be the shortest, but also the most challenging to create. In this video, Mike explains the social revolution and then learn when to engage, and how, on social media platforms. In addition, he emphasizes the importance of being authentic.
- [Voiceover] There's been no greater change in our culture over the past generation than the rise of social media. It seems nowadays, everyone's checking their feed or updating their status. And this is important for you as an ad copywriter. So how does writing for social media differ from other methods? To begin, while there's countless networks out there across the world, we're only gonna talk about the two biggest players for social media ads, Twitter and Facebook. Although completely different, hosting to both involves using the same component parts, an image, a headline, a post title, and a description.
My first time for writing for social media: make sure all four of these components parts work in unity. Your image should reflect the title, and the description should impart the value implicit in the headline. Saying one thing and then linking somewhere unexpected is a big no-no. Examine each of the four pieces of you post and ask yourself, are they all related? Do they tell the same story? If the answer is no, do not post it. The next tip: when writing for social media, remember your place.
A facebook timeline is a very personal place to advertise. Your audience is scrolling down their timeline, looking at pictures of their friends and family, and then here you come trying to advertise something. Sure, you want to get their attention, but sticking out like a sore thumb will make someone, well, sore. What I'm saying is, your post should kind of be like a chameleon, sticking out when needed but also blending in to avoid super close detection. How can you do this? Make sure your image features people.
Since most people on a facebook feed are of people, it creates a consistent flow that isn't too jarring. Avoid screaming about a special limited-time offer. Mention your product in a conversational manner, as if a friend was a posting about it. "Get your free whitepaper about winning business tactics," doesn't sound like something your friend would post. "Are you running a triathlon? "Maybe this can help." That sounds a bit more like it. When it comes to don't do this tips, Twitter offers an interesting lesson. When you're limited to 140 characters, there can be a tendency to go shorthand or too conversational.
Don't. Whatever you do, don't change your brand's tone for Twitter. Using P-P-L instead of people can seem like a great way to save characters, but it's the best way to decrease your brand value on Twitter. Don't give in just because that's how people are talking. Stay true to your brand. My final tip: always be aware that every single post you make available can get instant feedback. Your ad goes out, bam, you get replies. Some are positive. Some are negative. What do you do? I always advise clients that engaging customers can be a great way to build brand evangelists.
However, and I bet you know what I'm gonna say here, always stay on tone and on brand. Now, you'll notice one topic I didn't talk about in this video is if it's even worth advertising on social media. If this course was three or four years ago, we probably would've talked about that. However, the answer today is a definitive yes. Companies that do not advertise on social media are left behind. Adopting a comprehensive social media campaign strategy is simply a must in today's digital marketplace. Hopefully, these topics can help you get that campaign off the ground or sharpen your already-in-motion social media efforts.
Making money on social is something we should all follow. And like.
- Writing relevant, eye-catching ads
- Defining your goals and metrics for each campaign
- Writing ad copy for different media types
- Understanding your audience
- Using personas in ad copywriting
- Avoiding passive voice
- Including a call to action