Long vs. Short Social Media Copy: Which is Right for Your Business
By Lauren Trujillo | April 4, 2023
Let's bffr – nowadays, it is NOT easy to establish a brand online, even if you've been around for a while!
With fluctuating algorithms and trends circulating constantly, it can be seriously tough to have a clear direction for where your business fits. This can get incredibly confusing when it comes to your social media captions. Should they be long? Should they be short? Should they be salesy? Bold? Soft? Who knows?!
Depending on who you are, what your business does, and your online goals, the answer to short vs. long copy may not be black and white. The truth? Both can have advantages and disadvantages, and it's up to you as the leader to decide which will work best for you. If you're intimidated by this, don't be! Let's dive a bit deeper.
What is Long Copy?
Before jumping into which copy length might be better for your business, let's first discuss the basics: what constitutes long copy exactly, and when is it best used?
On social media, long-form copywriting allows any business to sell who they are at the core. From a marketer's eye, writing long-form social media captions should do just that – really tell your story and allow your audience in, incentivizing their trust and loyalty to your business!
Perks of Long Copy:
It gives new businesses or businesses just starting on social media a chance to explain better who they are and what they bring to the table.
Provides more information for products and services that are more complex.
Answers the questions your audience may have been curious about if it weren't for your messaging.
* Pro-tip: If long copy is the best option for your business, break it up! Adding headlines, bullet points, hook lines, and calls to action will make your long caption feel a little less… long!
WHAT IS SHORT COPY?
Short copy on the other hand, immediately captures your attention if done effectively. Most copy doesn't need to be long or wordy to be highly effective. While long format is excellent for informing, telling stories, or introducing new products and services, short copy is powerful, bold, and can pack a punch!
As a business owner, writing shorter and more effective captions for your social media accounts means you have the expertise to make every word matter. You have a strong tone and style, and of course, use strong action verbs to convey your point concisely!
When it comes to social media specifically, short copy might just be your best friend. Scrolling quickly from post to post is very different from sitting down and reading the newspaper. One of the most effective ways to grab your audience's attention is to be short, hook them in, and take out the fluff!
Perks of Short Copy:
Hooks audience immediately.
Works well for products or services that need less explaining or convincing.
Allows the other elements of your business, besides the story or mission, to shine! (i.e., if you have great photography or videography of your product, sometimes it's better to let that speak for itself instead of diverting the attention to a long, drawn-out caption about it!)
*Pro-tip: You can still break up a short caption for social media with a hook, body, and call to action. Do this more effectively by rereading what you wrote and taking out all words/sentences that feel unnecessary, as well as plugging in strong action verbs!
So, which is better?
Sorry, but, the answer isn’t up to us at AMR Digital Marketing! It depends on your specific business, mission, product/service, and your goal with social media marketing. But one thing that is universal and vital no matter which route you take? No one wants to read fluffy marketing copy, especially when scrolling social media. Both long and short copy can be compelling if every word you say is meaningful and drives your main point home. What are some ways to do that within both long and short-form copy? Here are a few pointers:
Before diving in, it's strongly encouraged that you understand your audience to a T. Their age, likes, dislikes, other accounts or brands they follow and why, and social and financial status. These are all things that will come in handy when crafting your caption. Speak directly to who this person is.
Less sales jargon, more conversation. It's called social media, not sales media, for a reason! Be social with your followers and make them feel like they can relate to what you're offering instead of feeling like they're being pitched to!
Utilize clear and concise calls to action, so your audience knows what you're asking of them!
Don't focus on the algorithm and trends as much as staying true to your business and what feels most authentic. Your engaged audience will remain loyal to you if you do the same!
Now that we've covered the basics of long and short-format copy, which do you think is right for your unique business? As with most things, there's no harm in testing out both formats and seeing which works best for you! Developing your brand on socials is no easy feat, and we applaud you for taking charge of your social media marketing one step at a time!
Of course, if you need a little advice from the social media pros – we're always here to help. Give us a call!
Lauren Trujillo
Lauren is a Social Media Content Creator at AMR Digital. When she’s not curating awesome content for her clients, she can be found at the beach in Wilmington, NC where she lives, taking care of her plants, going on solo dates, and pursuing a plethora of other creative passions!