As a business owner, you may know that you should be building your presence on social media. But sitting down each day to write interesting and engaging posts, somehow finds its way to the bottom of the growing to-do list. It’s made even harder by the fact each platform sets different character lengths. And, then you have the confusion over what type of content works best on each channel. 

I know how bloody hard it is to create content for social media. Even as a copywriter I sometimes struggle. So, this article offers my top tips on how to write for social media. 

Why you can’t ignore social media as a business owner 

Whatever your feelings are about using social media as an individual, as a business owner you can’t afford not to be on social media. Why? I’ll let the stats answer that: 

  • 60% of the global population is online
  • 3.8 billion people use social media
  • The average time spent on social media each day is 2 hrs 24 mins
  • 27% of purchases result from a search using social media
  • Facebook remains the largest social platform with approximately 2.60 billion monthly active users
  • Tik Tok is becoming the new go-to social platform for businesses. It already has over 800 million monthly active users
  • 89% of apps on mobile phones are for accessing social networks


Tips for writing for social media

Firstly, whether you’re a one-bod business or a large organisation, the key to writing content for social media that’s both interesting and engaging is to sound human.

Yes, you may operate in a professional industry. Yes, the product or service you offer may be boring or it may be highly technical. But, social media audiences are more likely to stop, read and engage with your posts if they have a clear message that’s written using simple language. 

Some brands have nailed this. The Innocent Drinks brand is an example of this. 

Source: Innocent Drinks on Twitter

This tweet is about the launch of their CSR report. This is an important business document but there’s no business jargon used at all in this tweet. They’ve even designed the report in the style of a newspaper. I wouldn’t expect anything different from Innocent Drinks! 

This style works well for them as it fits their brand and it’s used across all of their communications, so people expect to see it. But, it may be too ‘matey’ for your organisation. It’s important to find a tone that fits with your business and your customers. 

In other forms of marketing writing, you may be able to tell a story but with social media content, you’ve only got seconds to tell your narrative. So, don’t babble. Get to the point quickly. Use imagery, emojis or gifs to help you tell your story. 

On platforms like Twitter where the character count is quite low, including long links can eat up valuable characters. Use a site like to create shortened URLs. 

Hashtags are a must on Twitter and Instagram posts. They will help your post to be seen by the people you want it to. If you’re not sure what #s to use, a site like Hashtagify will help you to find the best hashtags for you to use on Twitter and Instagram. 

Lastly, always include a CTA (Call To Action). This can be a couple of words or a sentence explaining what you’d like the reader to do next. For example, ‘Click on the link to download the ebook’, ‘Click here to send us a message’. If you’re selling something, it may be as simple as ‘Buy now’. 

Character length for the most popular social channels

There’s nothing more annoying than spending the time writing the perfect post, only to find out that it’s too long for Twitter’s character length. So, this doesn’t happen again, I’ve gathered the maximum character length for each of the top four social media channels: LinkedIn, Twitter, Facebook and Instagram – for you to use as a guide when writing for social media.


LinkedIn offers a whole host of places to place content but we’re interested in posts. For posts made on an individual’s pages, it allows 1300 characters. For posts made on company pages, you get 700 characters. 


Facebook is really generous with their character limit, giving you a massive 63,206 characters to play with. 


Twitter’s the king of the short, snappy messages. Until 2017, it had a character limit of 140. This has been changed to 280. Giving you a little more space to craft your tweets. 


Instagram offers a respectable 2200 characters for its posts. 

Take the stress out of writing for social media 

Don’t be rushing each day to write a social media post that misses the mark. Get a professional copywriter (well, get me) to write them for you. Knowing you’ve got a batch of social posts ready to put out eases up your time. 

So, click on the link 👉 contact me and let’s schedule a chat. 

About me: I’m Emma a copywriter and content manager based in Harrow, London. I have a passion for writing and for creating amazing content for brands that have a strong sustainable, social and ethical mindset.