There’s a lot of talk about “excellent copywriting” on the internet. And it’s versatile, too: Copywriting techniques can be used for multiple formats — from e-commerce websites, landing pages, sales, pages to product descriptions and content marketing.
But what about social media — where holding attention is harder than ever before? Someone might revisit your website even if you have a poor copy, but your audience is aggressively skimming on social media. If you don’t stop the scroll and give them their time’s worth, you’re invisible.
In this article, you’ll learn about ten copywriting formulas that can help you package your social media content in a more engaging way.
Why do you need copywriting formulas?
Copywriting formulas aren’t cheat codes. They won’t buzz your phone with thousands of new followers overnight. But you should try them anyway.
Why? Think of creating social media content like cooking a meal. You already have the ingredients — your ideas. Copywriting formulas are the recipe. They help you understand what order you should implement with your ingredient list, how long to cook (a hook) for, and when to simmer down with a call to action (CTA).
Think of copywriting formulas as templates within which you can fit your social media content for maximum engagement.
Why do copywriting formulas work?
Copywriting formulas work because they play on primal human psychology. They embed core persuasion techniques that have stood the test of time.
For example, many copywriting formulas help you appeal to the emotion behind your content. This is because emotionally connected customers have a whopping 306 percent higher lifetime value versus satisfied customers.
Another reason copywriting formulas work is because they’re designed to stop the scroll. Getting (and holding!) your target audience’s attention is getting more and more challenging. Copywriting formulas are designed to grab attention and deliver value without losing your audience in the doom scrolling void.
But copywriting formulas aren’t clickbait
Clickbait is writing misleading, sensational, or controversial headlines to attract attention. Hooks (or the opening of your social media posts) are a part of copywriting formulas, but they aren’t clickbait.
The core distinction is that clickbait is usually deceptive while copywriting formulas are rooted in truth. For example, if I write, “Learn more social media growth techniques in seven minutes than I learned in seven years,” the red alarm blares off. It’s transparently designed to draw the audience in — even if the technique is shady. That’s clickbait.
Most of your audience will be able to recognize it because most consumers today know PR speak like the back of their hand. Even if you use clickbait and attract people falsely, you’ll lose their trust because you won’t be able to deliver on the promise of clickbait.
Copywriting formulas stitch the content you already have in a more appealing dress — no lies or exaggeration needed.
And copywriting formulas don’t exist in a silo
When people think of “copywriting formulas,” they typically think of text-based templates. But social media content is a combination of visual design, video editing, scriptwriting, and captions.
Using copywriting formulas in your caption while your images & videos are lackluster will suppress your engagement potential. All the elements of a social media post work in tandem. If one element performs poorly, the whole post performs poorly.
Similarly, you can also use copywriting formulas in your videos. For example, you can use copywriting formulas in your TikTok transcript or showcase an element of a copywriting formula (like desire) via video or voiceover instead of text alone.
All this to say, don’t think of copywriting formulas in a vacuum. They exist with all the other elements of your social media post. And don’t be afraid to be creative if you want to use them in innovative ways using visuals and videos! There’s no rulebook on how to use copywriting formulas.
10 copywriting formulas to craft engaging social posts
If you start to look, you’ll find hundreds of copywriting formulas. But here’s the secret: You don’t need to know, remember, or even use them all. Many copywriting formulas are different derivatives of the same core concept. You don’t need the 100+ list if you learn those primary ideas.
Here are the ten most common and effective copywriting formulas for creating social media content.
1: Awareness–Interest–Desire–Action (AIDA)
Best for spurring up action
AIDA shows the various steps a follower needs to take to become a customer.
- The first stage is awareness: This is when you introduce your potential customer to your product or service. Let them know you exist. What do you offer? Who is it for?
- The second stage is interest: This is when you showcase why a potential customer should care. What’s in it for them? How are you helping?
- The third stage is desire: This is when interest converts into want. Is there a limited-time offer? Is there social proof to back you up?
- The fourth stage is action: This is the stage of conversion — usually when you move your audience beyond social media. Should they visit your website or subscribe to your newsletter? Where can they make a purchase?
In some places, you might see that in AIDA, the A stands for “attention” instead of “awareness.” If you go by the attention-interest-desire-action formula, the only difference is that you’re writing copy with an attention-grabbing hook instead of making the audience aware of your product/service.
AIDA works best when you’re enticing your audience to take a specific action. Maybe that’s visiting your website, buying your products, or even subscribing to your newsletter. A CTA is the final punch in the AIDA copywriting formula, so it’s best to use it for social media content where you want direct conversions for a specific goal.
Example
Bryan Guadagno’s Instagram Reel about Skinny Pasta is the perfect example of the AIDA copywriting formula in action.
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