Before you can begin to start to write, the first thing you want to do is to identify who your audience is and where they are. Meaning, what platforms are they on or are they even on social media at all?
Do your research about the different platforms (Facebook, Instagram, TikTok, LinkedIn, Twitter, etc.,) and then identify where your ideal audience is in order to effectively get in front them.
After you identify who your audience is (who is it that you are talking to) and where they are (what platforms are they using) you can then begin to learn and understand their pain points in order to create a content strategy to fulfill that.
In addition, by identifying who your ideal audience is and understanding their pain points you will then begin to understand how to write to them as well.
How to write to your audience means doing things like establishing your tone of voice and the type of jargon or words and phrases that you will use. For instance, there's a good chance that there is jargon within your industry that you are familiar with and seems like common knowledge to you. However, be mindful of the fact that the people you are trying to reach might be people that you also have to teach.
For example: "CTA."
Some people might immediately know that this stands for "Call-to-Action," however, others may have never come across this abbreviation. You need to be mindful of this. In order to effectively do this when writing, use the entire phrase when you first introduce it within your copy/caption, followed by the abbreviation in parenthesis, "call-to-action (CTA)." You only have to do this once, in the introduction, and then use the abbreviation for the remainder of your copy/caption.
One of the most important things to note when it comes to creating content for social media is that people look for good content that they can consume quickly. Also known as 'snackable content.'
This is because attention spans are getting shorter and shorter.
Now days, people do not read, they scan.
This means you need to simplify the message.