Social media copy should have a reason to exist
The problem with most social media copy is that it was written to fill a schedule, not to say something. Posts that exist because it is Tuesday and something needs to go out are recognisable to the audience even when they cannot articulate why. They scroll past them.
We write social media packs built around content purposes: posts designed to drive awareness, posts designed to build trust, posts designed to convert followers into buyers or leads. Each post in the pack has a stated goal, and the copy is written toward that goal rather than toward a vague aspiration of engagement.
We deliver 20 posts per pack. Each one is written for the specific platform it is intended for -- LinkedIn copy and Instagram copy are different registers, different lengths, different relationship with the caption versus the image. We write accordingly.
- 20 platform-specific posts per pack
- Purpose stated for each post
- LinkedIn, Instagram, and Twitter or X formats available
- Hashtag recommendations included
- Caption and hook variants for A/B testing
How the brief works
We need your brand voice guidelines (or examples of content you consider on-brand), your content goals for the period, and any specific products, announcements, or themes to include in the pack.
For ongoing clients, we typically build a content themes document after the first pack that makes subsequent briefs significantly faster.