How to Write Captivating Social Media Posts

Updated: Jun 13

While social media is a rapidly evolving environment filled with trends and apps that come and go, there are some steadfast principles to keep in mind when you write your next post.

In 2019, people spent an average of 2 hours and 24 minutes on social media every day. In that amount of time, it is impossible to estimate the amount of content that we come in contact with daily. Social media is becoming more widely used and increasingly saturated and it is important that you know how to write captivating social media posts so that your brand stands out from the crowd.

While social media is a rapidly evolving environment filled with trends and apps that come and go, there are some steadfast principles to keep in mind when you write your next post.

Keep Your Platform in Mind

Many content writers mistakenly believe that one post can be shared in the same format across different platforms. While this works efficiently, it ignores the nuisances of each distinct social media site. Differences in audience and formatting change the way followers interact with your content.

Here are some things you should know about the following platforms in order to tailor your content:


While Instagram is a visual network, captions are still key to creating captivating content. Most platform users are social media natives, meaning they have grown up with social media and tend to be between the ages of 18 to 34. The familiarity of users with the digital landscape allows for the creative use of emojis and hashtags to replace words to create short and sweet captions.


Facebook remains one of the most widely used social media platforms, making it the perfect place to reach a lot of people. To captivate audiences, make sure content is short and peaks users interest through outbound links and videos to keep users engaged with your brand.


The hashtag is king on Twitter and should be utilized to find and engage your audience. Be wary though: the character limit requires you to keep content concise, so stick to using no more than two hashtags that relate the most to your content and consumers. Set your short messages apart from others by utilizing images, gifs, and emojis.


Make sure your writing reflects the professional nature of LinkedIn by keeping copy clear and concise. While content should get to the point, don’t be afraid to add a couple of hashtags at the bottom of the post to increase discoverability. Limit hashtags to those that are commonly used within your industry.

The Shorter, The Sweeter

One of the most repeated pieces of advice is to keep your messaging clear and concise, but it’s repeated for good reason. People have short attention spans and tend to skim copy. To catch people’s attention, create short sentences that lead with the most important information.

To keep short copy captivating, ditch industry jargon that is overused and under-effective. Users skim over these words. Instead, make sure your messaging reflects your specific offer to a consumer.

Write for Your Audience

To pull in your audience, you have to know them. Understanding their pain points and interests is vital to creating content that makes users stop, read, and engage. What problems do they need solved? What do they value most? Who do they trust? Knowing the answers to these kinds of questions will help you provide solutions to your followers.

To know how to answer these questions, create a customer persona. Personas may differ across social media platforms to reflect differences in demographics and psychographics, but will always represent your ideal consumer. Writing messaging for a target audience will help you focus on their wants and needs.

Create a Clear Call to Action

You should have a goal in mind when you post and it’s important that the goal is clear to the audience. Whether you want them to leave a comment, tag a friend, share a post, or click on a link, audiences should know what to do without too much thought.

Having a clear call to action that focuses on the benefits you can offer to your followers will boost engagement and drive traffic where you want it.

Keep Media in Mind

Writing for social media platforms is about more than just text. You also have to know how to appropriately use images, hashtags, and links to captivate your audience and hold their attention.


Images should work with your copy to tell a cohesive story that enhances your message. Select High quality photos to aid in storytelling and distinguish your post from the rest of the clutter on social media.

If you’re not a graphic designer, use Canva to easily edit and enhance your photos with words and graphics. Edits in Canva create images that not only attract attention but also connect the picture with the caption.


Hashtags are a great way to help you increase discoverability, but they are often used the best when they are noticed the least. With every platform, it’s important to keep your message clear by not clogging up posts with hashtags. This can be done by keeping hashtags relevant by incorporating them into the content.


Links should always connect your audience to a landing site that is relevant to the copy. On Twitter, LinkedIn, and Facebook, add links to posts that easily navigate viewers to your intended site; however, Instagram is different.

Because Instagram only allows hyperlinks in your bio, consider using third-party apps like Linktree or Later to help your audience reach pages that relate to your content.

Want more help writing captivating social media content and developing your social media presence? Book a consultation call with one of our top social creatives and build your online footprint today!

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