How to Write Killer Copy for Social

You have 1.3 seconds before someone scrolls past your post forever. In that blink, your copy needs to grab attention, spark curiosity, and drive action—or it dies in the feed.

After analyzing thousands of social campaigns, the difference between copy that connects and copy that gets buried comes down to five core principles:

  1. Decode Your Audience Like a Psychologist

    Your followers aren't demographics—they're humans with specific anxieties, inside jokes, and late-night thoughts. Stop writing to "females 25-34" and start writing to Sarah, who's scrolling Instagram at 11 PM questioning her career choices.

    The move: Dive deep into comments, DMs, and social listening tools. What words do they use? What keeps them up at night? What makes them laugh? Then mirror their language back to them.

  2. One Clear Objective Per Post

    Every post should have a singular, crystal-clear objective. Want engagement? Ask a question. Want clicks? Tease valuable content. Want brand awareness? Tell a story.

    The trap: Trying to educate, entertain, and sell simultaneously. Pick one lane and dominate it. Your audience's attention is finite—don't waste it on mixed messages.

  3. Master the 3-Second Hook

    Your opening line is your only shot. It needs to stop the scroll dead. Use pattern interrupts, controversial opinions, or curiosity gaps that make ignoring your post impossible.

    Examples that work:

    • "Everyone's doing [X] wrong..."

    • "Plot twist: [surprising revelation]"

    • "Tell me you're [relatable situation] without telling me..."

  4. Make Your CTA Feel Like a Favory

    Nobody wants to be sold to on social. Your call-to-action should feel like you're offering value, not begging for engagement. Frame it as helping them, not helping you.

    Instead of: "Buy now!" Try: "Save this before you forget" Instead of: "Follow for more!" Try: "Save this if you agree.”

  5. Write Like You Talk (But Better)

    Your brand voice should feel like that friend who always knows what to say. Whether you're snarky, sincere, or somewhere in between, consistency in personality builds trust and recognition.

    The secret: Read your copy out loud. If it sounds like a corporate press release, start over. If it sounds like something you'd actually say to a friend, you're getting warm.

Final Thought

Social copy isn't about clever wordplay or perfect grammar. It's about understanding human psychology, respecting people's time, and creating moments that make someone think, "This brand gets me."

Julia Mitri