Web writing not only contemplates the creation of content for blogs and web pages. A good content marketing strategy must also involve creating information adapted to the RRSS. So what is web writing for social networks like?

Social Networks and their Characteristics

As far as web writing for social media is concerned, “different channels, different styles” have always said that. And is that the central premise for success with content marketing is how to adapt the information to the requirements and characteristics of each communication channel.

In this sense, social networks are special since each has its peculiarities. Therefore, it makes it necessary for the professional in writing web content to know every one of them before publishing.

What type of public exists in each social network?

Before working with web writing for social networks, we must know what kind of people we will target. For example, on Facebook, users between 25 and 44 years old predominate. On the other hand, Twitter has a younger audience, encompassing people ages 18 to 40. This is because these social networks consider communication platforms for adults, while others, such as Instagram and Tumblr, are used more by much younger people.


Facebook has been and still is the king of the Internet. All companies know its power. For this reason, they do not want to stop being present between their timelines.

The creation of business pages for Facebook allowed brands to enter directly into people’s lives. The social network thus became another advertising channel from which to access potential customers. But watch out. Advertisers soon realized that traditional strategies were of little or no use anymore.

Features for social media copywriting specifically to Facebook:

Be conversational and not promotional: before asking a client for a call to action, we must give them an inspiring reason to do so. Good web content on Facebook can attract attention without the need for a large amount of text. In this social network, a person who feels drawn to a piece of content will share it in such a way that an ever-widening chain begins. That should be the goal of content on Facebook. Therefore, we must be more conversational (generate debate) than promotional (try to sell at all costs).

The power of images proves that images have great power within Facebook. A post without a photo, video, or GIF can quickly go unnoticed. In general, multimedia content must be present in all your posts.

You have to be clear and concise: long texts on social networks are not effective. Users will not start reading excessive content messages and, much less, on their mobile devices, the format most used by the public using Facebook.

Choose the right time to publish: in content marketing, the quality of the information is just as important as the moment in which said information is shared. There is an option within the Facebook fan pages that allows the content creator to know the best time to publish. Within the insights/posts tab, you can see the time and day of the most successful posts.

Steps to follow to publish content on Twitter

Facebook and Twitter ( microblogging ) have little or nothing to do with each other. Both are social networks, but their concept and, therefore, their methodology are very different.

To carry out a real content marketing campaign on Twitter, you have to:

One hundred forty characters: Here, the space is already reduced by itself. Web communication professionals have only 140 characters to communicate with their users.

The importance of hashtags: The famous Twitter pads have using to better organize information on a social network with more than 300 million tweets a day. For this reason, you must review the content that is a trending topic, looking for the most popular hashtags and keywords related to the activity of the company or brand. It is within that environment that your posts should always occur. An excellent option is the creation of the company’s hashtags.

Talk: Dialogue is one of the keys to a content campaign on Twitter. It is the way to establish a personal connection between potential clients and the brand. However, this topic is delicate. Each company must know perfectly which debates it is interested in and which it is not. It is essential to listen to users and thus understand their response needs. Once you locate the current topics, enter the conversation using the company’s hashtag.

The schedule of the publications: The hours and days in which the tweets have to be scheduled should never be neglected in web writing for social networks. There are several theories about the best time to work on Twitter according to the objectives to achieve:

  • Increase the CTR or percentage of tweets: publish between 01:00 am and 03:00 am.
  • Generate more interactions: post between 00.00 and 03.00 am.
  • Get more favourites and retweets: post between 9:00 pm and 12:00 am.


In short, social networks are an aspect to consider in any content marketing strategy. Either share the information of a blog or web page or generate commercially productive interactions with our target audience.

The important thing in web writing for social networks is not to jump into the pool without knowing the waters in which we will not move. So, if you liked this article, we invite you to continue on our blog and read the exciting post “how to plan a social media campaign”.