Prior to writing any copy, it’s important to know your audience and who you’re wanting the message to resonate with. Your copy and messaging should be answering your audience's questions, bring value to their lives, or relate to something they’d understand.
Please keep in mind, Facebook copy is NOT weighted as high a priority as the image you’re pairing it with. The key to writing copy on Facebook is brevity, speaking to your audience, complementing the image, and including the call-to-action (clickable when possible). Please note if putting copy in your actual image, it’s best to limit this to less than 20% of your image.
That said, the business best practices for copy on facebook, include:
Tie your text to a visual
Create different copy for different audiences
Tailor your message to the audience - choose a character for your audience and talk to them
Be recognizable - stay on brand with your messages
KISS - Keep it short and sweet and focus on one thing you want to iterate to your audience
Stick to one call-to-action
Mention price (when appropriate) - this is a motivator for people to purchase
Include a time frame (“now” “this week” to create a sense of urgency and limited time)
Please note, the above is specific to Facebook Ads and Paid content. It is encouraged to experiment with your organic posts and post content that is performing well and resonates best with your audience. Long form content can perform well if it connects with your audience.
For Instagram:
Put the important content at the beginning. Be punchy in the first 125 characters.
Include a call-to-action
Use Hashtags
Use Emojis (when applicable)
Be creative in the copy and let the visual and copy complement each other
Tag other people/brands if in the image or when cross-promoting
Website/Blog:
Depending on the context in which the copy will be placed, length will vary. If you want your reader to move quickly through a page toward a goal, include informative, but brief sentences or bullets. If you’re hoping to engage a user to spend more time with your content, a general rule of thumb is to plan for 1,000 quality words.
Begin with the main purpose of the article/blog in the first sentence
Speak to the target audience by answering questions they are seeking around the topic you’re writing about
If there are people in your niche you have access to that are experts in the topic, consider having them guest write or interview them and bring in quotes
Promote Your Content:
Cross promote your content through your other social channels and any guest featured writers
Consider posting links to the relevant content you’ve created in forums such as local
facebook groups related to your niche, reddit or quora when folks are asking questions
that your copy/content answers