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6 Steps to Writing Effective Social Media Content

It’s amazing how much social media has developed over the years. Once created for communication, they’ve become something much more complex and bigger now. And while many people still use social media for communication purposes only, the others learned how to make them work for their businesses.

Of course, it’s impossible to build an impressive social media presence, to promote goods or services effectively enough, and to achieve other marketing goals effectively without a good content. But what does make a content good?

While there are no strict rules and guidelines to follow in order to create amazing social media content, there are some tips you might want to consider.

So here’s what you need to focus on while crafting content for the most popular social channels.

Step 1: Ask yourself if your content is tailored to all social Channels

Of course, you don’t need to tailor the content to each and every social channel. Moreover, doing so could be incredibly challenging sometimes. But if you do need to create one piece of content to share on all social channels, it’s okay. A lot of people do that and benefit from it.

However, you still should tailor this content to different social channels as they all have their specifics. This means at least coming with unique headlines and descriptions for the posts you’re going to share.

For example, while Twitter allows posting a 280 character long tweets, you are still quite limited by symbols. This means that you should focus on making your Twitter headlines and descriptions shorter. When you prepare the same post for Facebook, however, you can make headlines longer (just don’t forget that 12-15 words are a maximum).

Moreover, publishing one post on all social channels might not be a good idea as well. You can post it on one social profile then wait for a day or two and post it on the other. This would allow you to drive more traffic, not even mentioning that the content might actually be liked and shared more effectively this way. After all, there are preferred days and time for social media posting and they differ not only from niche to niche but also from social channel to another.

But if you want to create a piece of content for a specific social media, here’s what you need to keep in mind.

Step 2: How to write content for LinkedIn

LinkedIn is the place where you can network with the industry experts and businesspeople in general. The audience there could be very beneficial for you – but you need to keep its specifics in mind.

Your LinkedIn posts need to be written in a more formal style and provide real value. While you can voice your opinion and even try using jokes, you should be careful with it. It’s always better to check out other content written for your niche to get a better understanding of how you should sound like.


It’s also better to write posts for LinkedIn specifically, without sharing them on other social media. It’s also good when the posts are short enough (up to 600-800 words) and as specific as they can be – after all, the audience on LinkedIn is busy and wants to read only what’s useful for them.

The best time to post on this social media is during the week when your audience spends more time there. But while the posts should be short, don’t compensate for that with their number: you should aim for fewer posts to give the audience a chance to read them all.

Step 3: How to write content for Twitter

Twitter could be one of the most challenging social media to many marketers – after all, you’re quite limited by length there even despite the latest update that allowed to write 280 characters at a time. That’s why it is so important to focus on the point of your tweets and to use power words to maximize the impact on your audience.


Write about one topic at a time and try to fit the character limit. If you are unable to do so but consider the most important, you can use various tools to help you: for example, add the post with the help of TwitLonger or include an URL to the complete post. But be sure that it’s really necessary.

Using hashtags on Twitter is a great idea too but you need to use them wisely. Instead of including all the hashtags that are more or less relevant to the topic of your post, pick one or two and use them in a text.

Step 4: How to write content for Facebook

Facebook is one of the most effective social media. Becoming visible there, however, could be hard. So the first thing you need to make sure of is that your content is really good and useful. At the same time, it should be quite brief and timely posted.

It’s okay to not write posts especially for Facebook and share the links instead. By in order to make them more noticeable and appealing to the audience you need to add something that helps them stand out, be it an interesting headline or an image.


Speaking of images – it’s important to use the ones that do fit the context or your article and meet all the copyright demands. However, you don’t have to be straightforward in here. You can pick the images that do correspond to your post but not directly. For example, if you’re writing about personal development and overcoming obstacles, you can post a picture of a runner crossing the finish line – it would be relatable to your post and noticeable at the same time. And if you’re writing about cause and effect essay topics, you could use a picture that symbolizes cause and effects the best instead of settling with an image of a working student.

Of course, it’s not all social media out there – but it’s the ones most people include in their content marketing strategy. However, there are a couple of things you need to keep in mind besides that in order to ensure that your content is not simply tailored to the right social media but is also easy to view and understand.

Step 5: Know what makes your content so special

Even if you do your best to cover the latest trends and offer the most valuable content, this still doesn’t guarantee your competitors won’t do the same. Your goal is to make your content look different and more interesting even when articles on the same topics already exist.

Think of what can you do to stand out. Maybe you’ll dare to try a completely different writing style: for example, write informally about serious topics, write about complex things using simple words, even joke (though you should be careful with it, especially when your topics are serious). Maybe you’ll add value to your articles by contacting the niche experts and including their opinions in your writing. Maybe you’ll be able to stand out by illustrating your content in an interesting way: creating infographics, drawings or even taking photos (the latter would work extremely well if you’re writing DIY articles, for example).

You can choose one thing that makes your content unique as well as is seems the most appealing to you, and stick to it. However, we would recommend you to try different things and check the impact they have on your audience. Sometimes the experiments with style might not work well but infographics will, and so on.

Step 6: Ensure your content is easily scannable

According to comScore’s 2017 Future in Focus report, almost 66% of all time spent on social media happens on mobile devices. What does it mean for you and how can it affect your content?


These days people don’t spend much time reading every line and focusing on every word you write. On the contrary, they tend to scan content quickly – and to quit reading it if they don’t like it or aren’t able to understand it clearly. This happens especially often when people view the content on mobile devices.

While you might not be able to predict how people would react to your writing, there’s one thing you can do even now – this is trying to make your content more mobile-friendly. Don’t put too many images into it as they might take too much of a screen’s space. Choose simple words, make both sentences and paragraphs short. If your content is easy to understand even when people are reading it quickly, this will increase their chances of finishing reading it.

Building a right social media strategy and learning how to create content that gets a lot of likes and shares is a process. Sometimes this process can be long and challenging, especially if you don’t have much experience in the field. But as long as you’ll keep your audience in mind, analyze the impact, and experiment, you will be progressing – and you will definitely succeed.

Authored by

Kevin Nelson

Kevin is a professional educator and a private tutor with over 8 years of experience. He is also a content writer for various blogs about higher education, entertainment, social media & blogging. During his off time, Kevin enjoys traveling and cooking. Feel free to connect with him on Twitter, LinkedIn & Google+.