Why High-Quality Copy Matters in Social Media Marketing
By Sarah Knowles | January 31, 2023
The truth is, social media marketing without high-quality copy is like a Lamborghini without an engine. It might be cool to look at, but… what’s the point if it doesn’t do what it’s supposed to do?
What I’m saying is, you can have the absolute best product/service in the world with the most perfectly laid out social media campaign — audience targeting refined to a T, design immaculate and on-brand, etc. — but, if you fail to capture their attention or communicate your value sufficiently, nobody will ever know or care. Therefore, rendering it, like the Lambo, essentially useless.
Good copy, ultimately, makes or breaks your brand, helps you rise above the noise, creates long-term fans of your brand, and, most importantly, gets results!
Make or Break Your Brand
Your messaging is a strategic tool that allows you to define and shape public perception of your brand as well as connect with your audience. Copy is often the first impression people have of your brand and — because you only have a few seconds to capture someone's attention — if it’s not clear, concise, and compelling, it might be their last.
Rise Above the Noise
People are bombarded by social media marketing messages every day, getting sold to by everyone with every click. Your unique brand voice is what differentiates you from your competitors and helps you stand out in an oversaturated market.
Copy done right will grab your reader’s attention just long enough to convince them that you understand their problem more than anyone else does — and what you have to say is worth their time and energy.
Create Long-Term Fans of Your Brand
No matter how perfect your product/service technically may be for someone, people are driven by emotion. When people resonate with your copy — and it evokes an emotional response — they form a personal connection with your brand that will be remembered the next time they have a problem you can solve.
Furthermore, in this day and age, your brand can no longer simply sell a product or service behind the veil of a “set-it-and-forget-it” mission statement. You have to sell a commitment to something bigger, which can be a monumental task. Good copy has the power to move people from customers to loyal brand advocates when they can clearly pinpoint and identify with the ethos, or beliefs, of your organization.
And, Most Importantly, Get Results!
Social media is all about numbers and fantastic copy is vital to the successful performance of any SM marketing campaign. Persuasive, creative copy, written with a strong brand voice, can often be the difference between driving high engagement and conversions — and a catastrophically low ROI.
Want to improve your copy? Avoid four of the most common copywriting mistakes!
Sarah Knowles
Sarah is a Social Media Content Creator at AMR Digital. Sarah is a professional wordsmith, and when she’s not behind a keyboard, you can find her in the window seat of an airplane on her next adventure or in the constant pursuit of trying to be a morning person