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avril 10, 2018

Comment écrire de meilleurs messages de médias sociaux (et couper à travers le bruit!)17 minutes de lecture



Il n'est pas facile de réduire le bruit sur les réseaux sociaux.

De plus en plus de marques créent et partagent du contenu. De plus, les algorithmes de réseaux sociaux (en particulier sur Facebook) réduisent de plus en plus la portée biologique.

En effet, c'est un monde hostile, et seuls les meilleurs posts arrivent en tête.

Cela signifie-t-il que vous devriez renoncer au marketing organique des médias sociaux? Absolument pas!

Au lieu de jeter l'éponge, il est temps de redoubler d'efforts pour développer ses compétences.

Et un bon point de départ est d'apprendre à écrire une meilleure copie des médias sociaux . Suivez avec nous et nous vous expliquerons:

  • Pourquoi bien écrire sur les réseaux sociaux
  • Quelles sont les meilleures pratiques de copywriting à retenir sur chaque réseau social?
  • Qui est votre véritable audience sur les réseaux sociaux? (et comment pouvez-vous les atteindre?)

Préparez-vous à allumez vos claviers et allumez les flux sociaux de vos suiveurs. Nous sommes sur le point de faire de vous un maître des mots sur les médias sociaux.

Vous voulez planifier et planifier votre contenu sur les médias sociaux à l'avance? Voici votre guide pas à pas !

Comment écrire de meilleurs messages sur les réseaux sociaux (Et couper le bruit!)

Premiers pas: Mécanique d'écriture des médias sociaux

quand vous écrivez une copie de médias sociaux?

Il y a une meilleure façon: de planifier tout votre contenu (texte, images, liens, et tout) à l'avance.

Cela vous donne l'opportunité d'élaborer Avant de pouvoir impressionner votre public avec une copie créative et nette, il est utile de comprendre certaines bonnes pratiques d'écriture sur les médias sociaux

] Différents réseaux de médias sociaux ont des limites de caractères différentes.

Certains d'entre eux sont suffisamment élevés pour être effectivement non pertinents (comme sur Facebook), tandis que d'autres font partie intégrante du fonctionnement de ces réseaux (comme sur Twitter).

Voici un aperçu de vos limites de caractères sur chaque réseau majeur:

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D'autres, comme la limite de 140 caractères de Twitter, imposent des contraintes intentionnelles à votre écriture (vous assurant que vous allez droit au but). 19659024] Comprendre les longueurs de colonnes optimales

Nous savons donc de combien de place nous disposons pour chaque réseau.

Cependant, cela ne nous dit pas grand-chose sur le nombre optimal de caractères, cependant.

Le contenu convaincant battra la mécanique du son n'importe quel jour de la semaine. Rédaction de messages qui correspondent à un certain nombre de lettres et de mots ne mènera pas automatiquement à plus de succès.

Mais, savoir quelles plages fonctionnent généralement mieux peut aider à faire pencher la balance en votre faveur.

Cela étant dit, prenons un regardez quelques recommandations basées sur les données pour la longueur de la publication, par réseau.

Facebook:

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 Picture3.png "width =" 832 "height =" 340 "style =" affichage: bloc; marge-gauche: auto; margin-right: auto; "srcset =" https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts%20(And%20Cut%20Through%20The% 20Noise) /Picture3.png?t=1523303237211&width=416&height=170&name=Picture3.png 416w, https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts% 20 (et% 20Cut% 20Through% 20The% 20Noise) /Picture3.png?t=1523303237211&width=832&height=340&name=Picture3.png 832w, https://www.postplanner.com/hs-fs/hubfs/How%20to% 20Write% 20Better% 20Social% 20Media% 20Posts% 20 (et% 20Cut% 20Through% 20The% 20Noise) /Picture3.png?t=1523303237211&width=1248&height=510&name=Picture3.png 1248w, https://www.postplanner.com/ hs-fs / hubfs / Comment% 20to% 20Write% 20Better% 20Social% 20Media% 20Posts% 20 (et% 20Cut% 20Through% 20The% 20Noise) /Picture3.png?t=1523303237211&width=1664&height=680&name=Picture3.png 1664w, Plus d'informations 11 & width = 2080 & height = 850 & name = Picture3.png 2080w, https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts%20(And%20Cut%20Through%20The % 20Noise) /Picture3.png?t=1523303237211&width=2496&height=1020&name=Picture3.png 2496w "sizes =" (largeur maximale: 832px) 100vw, 832px

Instagram:

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Pinterest:

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LinkedIn:

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Google +:

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Qu'en est-il de la copie d'image?

En plus de écrire des médias sociaux poster et des légendes, vous pouvez également envisager texte sur les images elles-mêmes.

Mécanique-sage, la clé à retenir ici est la suivante: les publicités Facebook et les posts boostés imposent une restriction de superposition de texte d'image de 20%.

Cela signifie que si plus de 20% de votre image est couverte de texte, poste recevra une portée réduite. C'est une mauvaise nouvelle si votre objectif est de réduire l'électricité statique dans les flux de vos fans.

Même si vous créez des messages 100% organiques sans promotion payante, sur n'importe quel réseau, il vaut mieux être attentif à la quantité de texte appliqué aux images

Avec les exceptions pour les graphiques de citation (qui sont devenus des clichés borderline sur les médias sociaux, encore une fois, pas idéal si votre objectif est de se démarquer), trop de texte peut paraître criard.

Définir votre voix et ton

Votre publication sur les réseaux sociaux devrait ressembler à votre marque.

Mais, vous pourriez ne pas toujours sonner exactement la même chose sur le social que sur les autres canaux.

Assurez-vous que chaque article que vous écrivez est sur-point en prêtant attention à votre voix et à votre ton. Ce sont deux concepts apparentés, mais distincts, qui se confondent souvent les uns avec les autres.

Voici comment nous pouvons les définir tous les deux:

  • Voice : Le style et la personnalité de votre marque. Que ressentez-vous sur les réseaux sociaux?
  • Tone : L'émotion ou l'inflexion que vous appliquez à votre voix. Cela changera en fonction du contexte de chaque publication que vous publiez.

Ce graphique illustre comment la voix et le ton se chevauchent et se croisent:

 Picture8.png "width =" 832 "height = "695" srcset = "https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts%20(And%20Cut%20Through%20The%20Noise)/Picture8 .png? t = 1523303237211 & width = 416 & height = 348 & name = Picture8.png 416w, https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts%20(And% 20Cut% 20Through% 20The% 20Noise) /Picture8.png?t=1523303237211&width=832&height=695&name=Picture8.png 832w, https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better% 20Social% 20Media% 20Posts% 20 (et% 20Cut% 20Through% 20The% 20Noise) /Picture8.png?t=1523303237211&width=1248&height=1043&name=Picture8.png 1248w, https://www.postplanner.com/hs-fs/ hubfs / How% 20to% 20Write% 20Better% 20Social% 20Media% 20Posts% 20 (et% 20Cut% 20Through% 20The% 20Noise) /Picture8.png?t=1523303237211&widt h = 1664 & height = 1390 & name = Picture8.png 1664w, https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts%20(And%20Cut%20Through%20The % 20Noise) /Picture8.png?t=1523303237211&width=2080&height=1738&name=Picture8.png 2080w, https://www.postplanner.com/hs-fs/hubfs/How%20to%20Write%20Better%20Social%20Media%20Posts % 20 (et% 20Cut% 20Through% 20The% 20Noise) /Picture8.png?t=1523303237211&width=2496&height=2085&name=Picture8.png 2496w "tailles =" (largeur maximale: 832px) 100vw, 832px

Ecrire pour le bon public

Si vous écrivez pour tout le monde, vous écrivez réellement pour personne.

Vous devez écrire chaque message pour le bon public. Et le bon public est celui qui est le plus susceptible d'acheter vos produits et de défendre votre marque.

Si votre organisation a effectué des recherches sur l'audience en général, utilisez-la lors de la création de contenu social. Il est possible, cependant, que votre audience spécifique sur les médias sociaux soit légèrement différente de celle de l'ensemble de votre audience.

Par exemple, vous pouvez constater que certaines données démographiques vous suivent sur Twitter, tandis que d'autres sont plus fans de votre page Facebook. En retour, votre audience idéale sur chaque réseau social peut être différente de celle de votre liste de diffusion, lire votre blog, etc.

Il est donc important de prendre le temps de comprendre exactement à qui vous parlez sur chaque réseau.

Commencez par construire un public de médias sociaux Persona

Si vous avez été dans le jeu de marketing pour une durée quelconque, les chances sont que vous connaissez les personnages.

Ce sont essentiellement des descriptions brèves des personnages de la personne moyenne que vous essayez d'atteindre

Un personnage de base devrait être un document qui couvre les informations suivantes:

  • Âge
  • Sexe / genre
  • emplacement
  • Occupation
  • Intérêts et loisirs
  • Problèmes et points de douleur

Vous pouvez obtenir plus de détails si vous le souhaitez, mais en général, cela couvre les éléments de haut niveau que votre personnage devrait inclure.

Puisque ce processus mérite un poteau (ou deux, ou trois …), consultez ce guide de Column Five Media et celui de Clickz pour construire le vôtre rapidement

Connaissez le bon vocabulaire que votre auditoire utilise

Les marques abordent souvent les médias sociaux comme s'ils s'adressaient aux stéréotypes stéréotypés de la génération Y.

À quelle fréquence avez-vous vu, par exemple, une entreprise locale de CVC ou une marque héritée de 50 ans abandonner un «bae» ou sept emojis de feu dans un tweet sans raison? Ou quelque chose d'aussi flagrant?

Probablement quelques fois de trop

Snark et la culture pop règnent sur beaucoup de médias sociaux. Cependant, cela ne signifie pas que votre écriture doit suivre.

En fait, vous êtes probablement beaucoup moins susceptible de vous démarquer de l'assaut des memes et des GIF si tout ce que vous faites est de partager les mêmes choses périmées. et en réalité, le marketing de proximité est lié à votre marque.

Au lieu de cela, les marketeurs intelligents utilisent la même langue que leur public actuel. Voici quelques conseils pour vous aider à limiter le choix des mots de votre public:

  • Passez du temps à analyser les profils sociaux de votre suiveur . Prenez note de ce qu'ils disent, de ce dont ils parlent et du langage qu'ils utilisent pour décrire tout ce qui touche à votre marque, votre produit ou votre industrie.
  • Lisez les mêmes sites et publications que votre auditoire . Cela pourrait inclure des sites de nouvelles, des blogs et des publications de l'industrie.
  • Construire un fichier de travail de termes et de langage couramment utilisés . Cela ne doit pas être super formel, mais noter des termes et des phrases couramment utilisés quelque part peut être utile ici.

Maintenant, en tant que marketeur, vous pourriez vous retrouver à écrire sur des industries que vous ne connaissez pas. , pour les gens qui ne sont rien comme toi.

Plus cela est vrai, plus vous aurez de devoirs pour vous assurer que votre copie est bien ciblée

La messagerie multimédia sociale qui parle au public s'intéresse aux points de douleur

Une fois que vous savez qui est votre public et quel type de langage ils utilisent, assurez-vous que votre message est ciblé vers:

  • Leurs intérêts . Quel genre de choses est-ce que votre public cible aime?
  • Leurs points de douleur . Quels types de problèmes rencontrent-ils que votre produit ou service peut adresser?

Prenons ce tweet de Microsoft par exemple:

Lorsque vous écrivez vos propres messages sociaux, essayez de suivre cette formule:

[PROBLEM] + [SOLUTION] + [URL/CTA].

Voici un exemple hypothétique illustrant cette formule en action:
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Comprendre les meilleures pratiques d'écriture de médias sociaux de base

Peu importe le réseau sur lequel vous êtes, il y a quelques principes de base que les messages bien écrits suivent.

Couvrons quelques notions de base (y compris certaines qui s'appliquent plus largement au contenu et à la rédaction, ainsi qu'aux médias sociaux).

Optimiser chaque publication avec l'Optimiseur de messages sociaux

La façon la plus simple de créer Social Message Optimizer .

Cet outil en ligne gratuit facilite la saisie de votre article et permet une analyse rapide:
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Entrez le texte de votre message et cliquez sur Score Mon message. Ensuite, vous obtiendrez un score pour votre message sur chaque réseau social majeur:
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Ensuite, vous verrez une analyse approfondie de votre message:

 Picture12.png par une ventilation de votre type de message, nombre de caractères, et l'utilisation de hashtag:
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Enfin, vous obtiendrez quelques conseils rapides sur la façon d'optimiser votre timing de publication et emploi du temps:
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Essayez-le vous-même ici .

Faites attention à la correspondance des messages

Vous ’ve written a killer post and it’s driving tons of traffic back to your site (or maybe a campaign landing page).

There’s just one problem: your copy isn’t relevant to the page it’s linked to.

This kind of oversight is way too common. Fortunately, it’s easy to avoid.

When you’re writing social posts, keep the following two points in mind: 

  • What kind of messaging is on the page I’m linking to? This sounds like a basic question to ask. However, it’s enough to help you avoid headaches later.
  • Does the voice and tone match the destination page? A light and fun social post linking to a dead-serious fundraising landing page for heart disease research (for example) isn’t likely to go well. Match the sentiment to the page you want people to visit.

Here’s an example of strong message match in action from Ford Motor Company:

Once readers arrive on the destination page, the headline makes it immediately clear that the tweet delivered on its promise to show them something relevant: 
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This tweet also accomplishes the following:

  • Establishes a problem to be solved.
  • Sets up a call-to-action that leads users to find the answer.
  • Delivers with a link that continues to discusses the issue at hand, matching the tone and sentiment of the social post.

It’s not rocket science, it isn’t ground-breaking, and it doesn’t need to be. It’s just well-written and compelling content that speaks to the reader’s interests.

Use Active Voice

Social media is action-driven. It moves fast and you often have little time to hook people’s attention. So, to keep your post copy gripping and intriguing, use active voice over passive voice.

If you need a refresher on active vs. passive voice, let’s take a step back to high school English class (and personally, this writer never gave their high school English teachers enough credit): 

  • Active Voice: The subject of the sentence performs the action.
  • Passive Voice: The subject of the sentence has an action performed onto it.

What does this actually sound like in real life? Here’s two takes on one post in active and passive voice:

  • Active: “Our car cleaning polish gets finishes looking 75% more glossy.”
  • Passive: “The car was cleaned using the polish that’s 75% better.”

In the first example, the subject (car cleaning polish) performs the action (getting car finishes looking 75% better). The post copy in the second example, however, has the subject (the car) being acted upon by the polish.

As a result, it sounds less action-driven and sounds, well, awkward.

Use Emojis (Tastefully)

Did you know emoji is considered its own language? 

It might sound weird, but those little emotive icons have taken on a life of their own.

And they can be surprisingly effective for infusing feeling into your posts.

The key is to use them tastefully and effectively.
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Say More With Fewer Words

Use only as many words as you need to make your point.

This doesn’t necessarily mean writing short every time. It does, however, mean that anything extraneous should be removed from your posts. Crisp and clear copy will cut through the crap more easily than something difficult to read.

As an exercise, review every post you write. Then, eliminate every possible word you can, without losing the meaning and intent behind your message.

For example, let’s say your post starts like this:

“How many different ways can you possibly wash your car with our latest car polishing   product? Let’s count them all!”

So, there’s plenty of opportunity to cut out some text here. We can start with the first sentence. Which words could we delete without losing meaning? 

So, let’s cut those two words out and see how this sounds:

            “How many ways can you wash your car with our latest car polishing product?” 

That definitely sounds tighter, right? It’s still a little clunky though, and lacking the creative sizzle social media audiences typically expect. The last part of this sentence could probably be switched up to focus more on benefits, and less on the product itself.

Another pass at this post might sound like this: 

            “How many ways can you get your car to sparkle?” 

Now, we’ve got a creative adjective (“sparkle”) in there, and we’ve conveyed a clear benefit to our reader. With our second sentence, we’ll put some spin on our CTA: 

            “Show us your best work!” 

Let’s put it all together:

            “How many ways can you get your car to sparkle? Show us your best work!” 

We’ve now taken a clunky piece of copy, tightened it up, and given our audience a call to get involved that lets them show themselves off (instead of just promoting the product).

The accompanying image could do that instead, displaying the product in use, along with some crafty copy on the graphic itself.

Here’s a quick mockup I made using Canva and a free stock photo from Pexels: 
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I spent about five minutes on this example (for demonstration purposes), so obviously, it doesn’t look or read the best.

But, this process should give you an idea how you can make your posts more concise, creative, and effective all at the same time.

Plan Cohesive Campaigns to Drive Your Message Home

Social media posts have a short lifespan. According to Moz, a tweet’s visibility lasts about 18 minutes. That isn’t a lot of time to get attention to your post (and drive traffic toward a conversion step).

What’s the solution? Write coordinated campaigns that drive home one consistent message across multiple posts (and maybe even multiple networks).

First, you’ll need to plan a campaign idea intended to promote a specific message, goal, or piece of content. That’s worth an entire post by itself though, and you can find one right here.

For the scope of this post, we want to focus on writing for social media itself. So, once you have a campaign idea generated or a creative brief to follow, start by creating a Word or Google doc.

Next, write each post as if it were a piece of a greater whole. Keep your messaging consistent, driving home one point in sequential order from one post to the next. For each post, include:  
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  • Post Copy. This is the actual text of your post.
  • Link URL: If your post will direct to another page, include the link.
  • Image Direction: Make sure your designer has an idea of what you want your graphic to look like. If your image will have text on it, include that as well.

Once you start crafting your social content, your doc will start to look something like this:
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Again, these are quick examples, but the key takeaways are: 

  • Write multiple posts pushing one message. That will increase the chances your message gets heard.
  • Don’t just wing it with each post, though. Put some time and thought into your content.
  • Think through your images (and corresponding image copy) too. Do better than just slapping a witty caption onto a random GIF that has nothing to do with your business.

Map Social Posts to Your Content Calendar

Finally, once you’ve written your posts, it’s time to map them out on your social media calendar.

If you need a social media calendar template, you can grab one free here (hosted via public Google Sheets file). Here’s what it looks like: 
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Go Forth And Out-Write Your Competition

Now that you’ve got all the knowledge and tools you need to write better social media contentthere’s only one thing left to do.

That, of course, is get down to work!

If you have any awesome tips we missed, drop a comment below and help get the conversation started.

Best of luck!




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