5 Simple Copy Mistakes to Avoid on Social Media

Copywriting Mistakes

By Michelle Greenbaum

Excessive #Hashtags

Pick one or two and stick with them. Switching hashtags weekly or coming up with a new one for any given tweet is not necessary. On Twitter and Instagram, your brand should have a hashtag that audiences can immediately recognize. For example, if you were McDonalds, you would choose #McDonalds or #ImLovinIt. Don’t try to get too creative. The hashtag should be simple and memorable if you want your audience to get in on the trend. 

The second opportunity for a hashtag is during a campaign. Let’s look at McDonalds again. For their All-Day Breakfast campaign, their hashtag is #AllDayBreakfast. Easy enough. 

Lastly, use hashtags that already exist when you’re participating in brand-relevant real time conversations. See the example below.


McDonalds Twitter


Mystery Links

Just because Alice followed a rabbit unknowingly down a hole doesn’t mean your fans will follow your mysterious Facebook link to an unknown abyss (aka probably just your website). Internet privacy is important to a lot of people and that means they always want to know what they’re clicking on. Your link copy should be so clear that you fans should never have to fear if the destination is NSFW.


Recycling saves the Earth, but recycling content does not save followers. Remember that time you noticed your kid wearing the same pair of underwear twice in one week? Your fans will notice you posting the same tweet twice in one week. Brainstorm a few minutes longer. There’s always another way to say the same thing; 140 characters leaves more room for creativity than you think. 

Busy Post Copy

If your post is paired with an image, the audience is likely to look at the image first. That means you don’t need a paragraph of capitalized text or excessive exclamation points to get your message across. Put the most important details in the image and keep your post copy short and snappy. 

What Not To Do:
It’s finally here!!!!! At our BLACK FRIDAY SALE we are offering TWO pieces of furniture for the price of ONE! Don’t forget to mention THIS post for a FREE gift! ONE DAY ONLY!!!!

Inconsistent Targeting

Consistency is key. Even if your brand is reaching multiple audiences, make sure that in individual posts, the person identifying with the copy is the same person identifying with the photo. For example, you wouldn’t drop a One Direction lyric in a post paired with an image of alcohol, even if that alcohol is British and makes you feel like you can pull off a swoopy haircut.

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