The Subject Matter

Tone of voice and B2C copywriting
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The formula to make your social copy stick

social media
tone of voice

Hello there,
I'm Harley, I'm a copywriter and if my job were a delicious cake, the biggest slice served up would be catchy copy for social media. Mmm, tasty!

But this article isn't about me, nor cakes, it's about helping you and your brand sound right on social media...

Let's talk about consistent tone of voice, baby

You don’t want your brand sounding fickle as a whole, so my secret is to let the brand be the brand. I bet, if you're writing copy for social media you’re tempted to draft the same spiel as the cool kids on the digital block. A bit of copy and paste here and there, paraphrased into something new-ish. But, let's take a step back and see how it fits in with all your other brand content and compare it to that voice you've worked so hard to cultivate.

Once you’ve understood how the brand speaks, adjust your tone to match

This brings us to the second point: think about your target audience and adapt your brand voice accordingly. Remember, if you’re not saying it in the right way, they’ll just swipe away. Does your audience even use words 2️⃣ ✍️?

The secret ingredient you need

You're in luck if your brand has a tone of voice in place because it makes your job easier. So let’s look at an excellent example of when that happens.

Netflix’s voice is famous for being fun, chatty and relaxed, so what better opportunity to play with that special twos-day 22/2/22 we saw this year.

Magic don’t you think? Copy doesn’t need to be so, let’s say static. When writing your captions, think outside the box and play with the language of the brand, that’s all you need. The more creative your captions are, the more likely people are to engage with them.

Put your spy hat on

How do you know what your target audience likes and dislikes when it comes to your brand? Quite simply by looking at the (brand) accounts they follow. What do they sound like? How are people interacting with them? These insights should give us ideas on what we want to be known for and how to structure copy in our own way, in our brand’s voice.

Think of your brand as a person - what does it sound like?

OK, so you're good to go, but don't overdo it... Try to keep your captions short and sweet and aim for a length of around 125 characters so that your beautiful words are easy to read on all devices.

If you want to know more, drop me a line I'd be happy to help where you might need a hand with consistency or delivering the right message.

Last thing! Don't forget to read what you've written out loud and be sure to proooofread!

What’s the latest in the world of writing?

Read my thoughts on language, consumer behaviour and branding.

Make contact

A digital copywriter, based in Paris, France.
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+33 6 51 57 69 50
harley [at]

Ideas beyond the written word