Social Media Copywriting Services: Messaging Strategy That Powers Engagement

Social networks have their critics, but their ongoing importance in numerous industries means that it's more crucial than ever for SMEs to adopt the best possible social media copywriting services to compete online.

Since the early years of the 2000s, we’ve seen platforms adapt to changing consumer trends, evolving from text-based Facebook updates to the striking 24/7 visual content of Instagram and TikTok.

Today, the ubiquity of smartphones makes consuming a variety of content in the form of short videos, infographics, gifs and memes more accessible than ever, which in turn is set to steadily expand business generated through mobile devices over the coming years. This is specifically why having mobile-friendly copywriting formats is so important.

Source: International Trade Association

Yet, while the blitz of easy online content is great news if you’re a digital marketer, you’ll also know that the restless nature of today’s networks presents a huge challenge.

Sometimes it feels like everyone’s posting everything all at once, and the chaotic nature of the social media world can make it hard to focus on your business’s objectives.

On top of this, you may find that you throw money at the problem by employing expensive content copywriting services to overhaul your strategy and start from scratch.

At Brinc, we cut through the noise (and expense) to get the message across to your target audience in the most efficient way possible. Contact us to find out how we can help your business.

So, what makes a great social media copywriting service?

As well as just throwing money at a “social media manager”, another common mistake that SMEs make when it comes to social media campaigns is conflating their approach with that of an individual user.

A business’s social media strategy needs to be more methodical. It has to convey your brand’s authority, constantly work on reaching new customers, and focus on increasing engagement rates.

A successful content copywriting service must, then, follow a range of commonly understood rules, including the following:

Tailor content to each platform

According to research firm Sprout Social, the average person bounces between seven different social networks per month, making it imperative for SMEs to have a presence across a variety of them.

Yet, the varying nature of today’s top platforms means a one-size-fits-all approach won’t cut it. What works for LinkedIn users probably won’t appeal to your average Instagrammer (and vice versa), which demands a different copywriting style tailored to each network.

The key is then to interlace all of this content into an overriding social media copywriting strategy that maximizes engagement, increases conversions and gives you the best return on investment.

Diversify content

Delving deeper, we know that diversifying content within each platform is a golden ticket to success.

Great social media operatives know which type performs best for each target audience, which means reaching into a toolkit of vibrant material, including short videos, infographics, gifs, memes, as well as the meat and potatoes of text, press releases and links.

Whichever type you opt for, the bottom line is to make it visual: even text can look striking if presented in the right way, along with a strategically placed emoji or two!

Keep it interesting

The greatest crime of any social media copywriting service is to be boring. Making people yawn as they read your copy – or even worse scroll past it – is not a good look.

The most captivating social media content uses an array of proven techniques to grab and hold a user’s attention, such as:

• Building questions into your posts. This engages the reader and gets them thinking.
• Posting about things unrelated to your business to build a general sense of authority. Your company will also avoid appearing self-obsessed.
• Creating shareable content. People love passing on funny gifs, memes and videos to their friends. It’s one of the things that makes these networks ‘social’.
• Being authentic. A brand that can convey its own unique identity is onto a winner with consumers looking for a product or service that stands out from the rest.

Analyze data

Data is the gold of the 21st century. And social media analytics are a way of mining that gold, giving companies the ability to measure their performance and learn more about their target audience.

Going deeper than just looking at likes, follows, and impressions, cutting-edge analytics use specifically designed software to trawl through search queries and keywords. These are fed into a database where companies can analyze them to glean meaningful insights.

Businesses who indulge in this type of social listening will steal a march on less data-efficient rivals.

Contact us today to find out how our bespoke charity and nonprofit animation video service can help build an execution-focused marketing campaign that maximizes your return on investment.

4 social media trends your business should be aware of

The break-neck pace of social media makes it difficult to keep up-to-speed with its latest trends. With our ear constantly to the ground, Brinc is in the ideal position to pick up on them as they happen.

1. Short video content is king

Ever wondered what’s powering TikTok’s unstoppable rise? The answer is quick and catchy short videos that stop people from scrolling.

Social media agency Influencer Marketing Hub estimates that 82% of all online content is now video, and that TikTok is piggy-backing off of this trend, with its use rising 32% since 2020.

The platform has supplemented this by providing a selection of useful tools for businesses to make use of, such as ads and business profiles, which means it's no longer just a place where teens can mime to their favorite tunes.

In short, companies who can get TikTok users dancing to their tune hold the keys to a vast social media audience of millennials and Gen Z consumers.

2. Augmented and virtual reality becoming more mainstream

Augmented reality (AR) has already made its mark on Snapchat and Instagram via the make-up and bunny-ear filters that seem to have enchanted so many users, but this is just the tip of the iceberg.

Facebook’s announcement that they would move into the ‘metaverse’ in 2021 opened the floodgates to a social media world with many more virtual or augmented features. Rather than simply altering our faces, we’re about to see many more immersive tools that alter reality.

For companies, this could involve leveraging the technology to create a virtual shopping experience, or brand-oriented AR filters that allows users to generate their own content, like when shopping chain Zara brought virtual models to life via its app.

3. Personalization is everything

Businesses now have the power to show the right ads to the right people at the right time via social media.

Methods such as advanced targeting and customization options are making it easier for marketers to adapt their ads for as many target segments as they like.

Take Instagram as the prime example. The more ads a user clicks on, the better the platform understands their tastes, allowing it to curate personalized content for them.

The onus then falls on the businesses to create diverse content that appeals to several target segments, so that the platform can channel it to the appropriate customers.

4. Paid advertising is essential

Paid advertising and great copywriting shouldn’t be seen as mutually exclusive. The two often work together to form a hard-hitting ad campaign that uses a combination of incisive copy and network algorithms to reach the right target customer on the right platform.

According to Hootsuite’s 2022 Social Media Trends survey, social media accounts for a third of all digital advertising spending. This amounts to $134 billion, with much of this is for paid ads on Facebook and Twitter business pages.

It’s why having a streamlined copywriting service that hits all the right areas at a fraction of the cost of big agencies is all the more necessary: it frees up money for those paid ads that open up organic reach.

Brinc Case Study: How our copywriting services turned out to be the smart move for Smart Options

Smart Options is a leading industrial goods supplier based in the Philippines that counts Bosch, Phillips and Karcher among its clients.

After a recent company expansion, its management team wanted to transform its website to reflect its new status. They were looking to upgrade a functional site into a sleek, well-oiled machine with intuitive functionality that engaged with visitors.

This is where Brinc got involved.

After an in-depth assessment, we developed a tight-knit communication schedule with the firm to build the framework for a site overhaul.

Our creative team of designers and copywriters used feedback from key individuals to build a mood board and wireframe to map out the new design.

Once these building blocks were in place, our developers revved up the website’s UI/UX so that its actions spoke just as loud as its words.

The overhaul involved several key changes, including:

• Redesigning over 10 pages
• Reorganising 8 brands and 100+ featured products
• A full content rewrite
• Sourcing an extensive range of images and videos

The hard work paid off. The Smart Options team were thrilled to launch a clean, informative user-friendly website that showcased their standing as a leading distributor in their field.

Source: International Trade Association

The quick and efficient communication between the two sides powered this major upgrade, allowing us to deliver the project on time and deliver Smart Option’s dream of having a website that transmitted their company objectives to a broader audience.

Want to integrate Brinc’s expert know-how into your marketing strategy? Get in touch today and start the journey towards increased engagement, conversions and return on investment.