Social media is still considered by many to be the useless pastime of young people with nothing better to do with their lives. The reality is that social media can be considered to be one of the most massive advertising platforms in existence. Billions of people of all ages and walks of life use social media to keep up with friends, family, organizations, and their interests. The fact of the matter is, a savvy business can reach more people through social media than it ever could through traditional means of billboards, newspaper advertisements or even television commercials.
That being the case, any modern business should invest in public outreach on social media. Unfortunately, public outreach in the form of organic social media is becoming more and more difficult to do due to declining reach in the social network algorithms. That’s why Paid Social, or social media advertising, is mainstream today. However, like all advertising, there is a most efficient way to go about it. These tips will help you maximize the amount of interest you can generate for your ads through improving your social media writing on the most expansive public communication platform that exists today.
1. Knowing the Target Audience
No matter what kind of topic is being discussed, it’s always aimed at a specific person or group, and promoting your business on social media is no exception. It will require a bit of time and research, but it is always worth knowing who exactly you’re trying to influence with your promotion, where you can find them, and what will speak to them the most. Knowing these things, you can fine-tune the content of your promotions and advertisements to better match the people you’re trying to influence in the first place. You’re used to fine-tuning your targeting options in the Facebook advertising manager for any given social network. It’s time to replicate that targeting by providing targeted audiences similar targeted advertisements.
2. To the Point
Whether it’s Facebook, Twitter, Instagram, or something in-between, social media is chock full of content. Everywhere someone looks, there are posts, comments, images, videos, and of course, advertisements. The level of saturation in content to focus on means catching the attention of an individual is not as simple as having your advertisement somewhere on their webpage. As with all advertising, the attention span of the audience is limited, and they will swiftly lose interest in something that doesn’t catch their notice immediately.
Building up to the point you are trying to make is just a luxury you don’t have in the sea of information that is social media. Any individual you are trying to reach will give only a few seconds of consideration to your advertisement before they deem it worthy of their time or not. Because this is the case, you need to command attention as swiftly as possible through concise social media writing. State the problem that your company is designed to solve and state how your company solves that problem. No amount of flowery language or fancy photos will make someone interested in a product or service they don’t want or need. No matter how eloquent you try to be, the majority of people on social media will pass your advertisement without much thought, it is far more efficient to simply cater to target those who actually need your services.
3. Using the Right Lingo
Just because you can catch someone’s attention doesn’t mean you are guaranteed to keep it. It is important to know who your target audience is, and what exactly they want to hear when they are perusing your ad or promotion. Take, for example, computers. The average person does not know very much about the specifics of a computer’s hardware. The statistics of a graphics card, hard drive, or operating system will not provide meaningful information for the average viewer, and they will quickly lose interest in the promotion. It is far more beneficial to provide simple but useful information, such as whether or not a computer has the newest version of an operating system, how much space it has, or if it will be able to play the newest games at top quality.
The same is true for any service or product. Regardless of what it is you’re offering, there is usually no need to bore the audience with technical details. Generally speaking, people don’t care how a product or service solves their problem; they care only that it does. This is not to say that you shouldn’t explain how your service or product works at all, as most people don’t take things at face value. However, a simple explanation will serve far better than a complicated one.
However, this extends to more than just discussing your product or service. The language you use in and of itself plays a big role in whether or not it will keep someone’s attention. You may feel inclined to use a larger vocabulary, to shower the viewer with fancy words dragged out of a dictionary, but the more complicated the wording gets, the less likely people are to follow it. The same is true of any acronyms your company might use. While they may save time and effort for you, the average reader is not going to know what an acronym means, and they probably aren’t going to bother looking it up. The less the reader knows about what is being said, the less likely he is to stay invested in it, so in both descriptions and word usage, staying as clear and simple as possible is your best option
4. Sounding Familiar
Formality is not your ally when advertising to the masses. When attempting to convince people that your product or service will work for them, they need to feel welcome and important. A conversational tone is critical to doing this, so they feel like they’re in a casual setting. It’s not like the reader doesn’t know they are being advertised to; ultimately they are aware that you are out to make a profit off of them. But even though they know that instinctively, whether or not they feel like that is what really matters.
If you sound like someone that is actually aiming to improve their lives by providing something valuable, they’ll be more likely to listen to what you have to say. If you come across as a business just looking to make a profit off yet another customer, they’re more likely to be turned away. The key to having the audience invested in you is for you to sound invested in them.
Remember, social media was made for people, and not for business. The more you can relate to the social media user as a person communicating with another person, the better your chances that someone will take the time to spend a second or two on your advertisement.
5. Make Statements, NOT Claims
Nothing causes a reader to roll their eyes and move on faster than ridiculous exaggerations that aren’t believable. Claiming that your company is ‘the best in the whole world’ is not something anyone is going to buy into. After all, anyone can claim to be the very best at just about anything, but that kind of boasting is practically never true. That said, convincing your audience that your service or product is actually the real deal isn’t making numerous claims, but providing proof.
Testimonials are a great example of legitimate evidence you should use to support your product or service. By allowing your audience to see the praise other customers have for your company, they’ll be more inclined to believe that you are in fact reliable and trustworthy. Claims are baseless and some people may be inclined to believe them, but facts are irrefutable and add real worth to what you’re saying.
6. Active vs. Passive Voice
If you remember any of your lessons from grade school, the one that was repeated the most often in English class was usually ‘don’t write in passive voice.’ Passive voice is generally regarded as indecisive or simply uninteresting, while the active voice is more gripping and decisive. For example, ‘our product aims to improve your life’ is passive. But ‘our product will improve your life’ is active. The difference between these two lines is small but significant, and it is even more noticeable when your entire advertisement uses one voice or the other.
As stated previously, you really have to reach out and command the attention of the audience on social media through excellent social media writing, because there are many things to easily distract them there. Something as simple as the tone of your words is more important than it seems because every tool you use to grab and keep the reader’s attention is important.
Of course, understanding the differences between active and passive voice is a lot more complicated than a single sentence example, and we certainly don’t have enough time to dive into it here. Purdue University’s Owl Writing Lab is an excellent source to use for all things writing, and here is a link to their article on active versus passive voice.
7. Expert Writing Services You Can Rely On
Let’s face it, not everyone was born to be a great communicator.
If writing for business, on social media, or just, in general, isn’t your strong suit, it can be somewhat difficult to master the many different elements of creating gripping, informative advertisements and promotions on social media platforms. Of course, as a business, there is nothing wrong with employing the services of other individuals to do that for you. AdvancedWriters.com is an excellent place to get expert expert social media writing assistance for nearly any occasion, including social media advertising for your needs. Making the most effective use of the resources available to you is ultimately just as important as knowing the ropes of making your own advertisements and promotions.
Have you focused on perfecting your social media writing for more effective social media advertisements? Please share your experiences with our readers!
This is a post written by me on behalf of one of our many marketing partners. All opinions are 100% mine.