Size Matters: Microcopy is Becoming More Effective for Social and Ads
You need really good copywriting. How are you going to relay a message to your consumers? How are you going to share your story or get exciting content out? It’s all about your copywriting. It’s the backbone of marketing, as Neil Patel has mentioned before. But, as attention spans shrink, what’s the best length for a social caption or a Facebook Ad? That’s where this idea of microcopy comes up. Keeping your copy short and concise oftentimes does significantly better than something that looks like a short story.
The Goal: Microcopy
Every brand works differently and what might be “best” for one social platform might not be the “best” for another. With that said, short copy tends to do better. We all know Facebook to be a long-form platform, meaning that posts can be longer in order to share more information (usually personal stories). But, the numbers show that Facebook posts with 40 characters or less do 86% better. When you put that into perspective, Twitter only allows for 140 characters per tweet. So, we’re talking about very concise ideas and sentences.
Copywriting is what your consumer is reading to either a) find out about you or b) determine whether or not they want to buy your product. So, it needs to be engaging from beginning to end. If you’re writing a long post that’s repetitive and doesn’t give the consumer valuable information, they aren’t going to finish reading the post. Therefore, when you’re thinking of your Facebook Ad or your Twitter post, think of the important details. Think of ways to make your statement short and to the point. With microcopy, you’re thinking of ways to creatively say something with fewer words. It’s a lot harder than it seems.
Forming Great Copy
We live in an internet world. And it’s full of content. So, how do you come up with copy that is going to make people interested? Start with one step at a time. First, you’ll want to write down or think of the idea or message you want to convey. Then, take out the details that aren’t important, the “fluff”. In the case of good copywriting, keeping your adjectives sparse is key. Use words that are going to be impactful, not make the text “sound pretty”. From there, you can create an ad or include the right photo/visual that is going to help your message. Which leads us to images being used for ads. Facebook has a number of words—20%—that can be included in the image so that it will perform better. Any more than that, and there is less of a chance that the image will be seen or engaged with.
Another helpful tip is looking at what is currently trending. Look at Twitter hashtags, popular stories on Facebook, or what people are talking about on Instagram. These can all help you gather ideas to incorporate in your message or delivery.
Remember when your teachers/professors preached the KISS method in class? Keep It Simple, Stupid. This is the strategy to have when you’re producing copy. So, the next time you’re about to write an entire description for your product you’re advertising on social media hit the backspace and keep it down to 40-80 characters. It’s the sweet spot for your posts.
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