Building a following on social media as a marketing copywriter isn’t just about slinging words. It’s about creating a magnet that pulls the right people in, keeps them hooked, and makes them want more. You’re not just crafting sentences; you’re crafting a reputation.
I have some bad news for you though. As a marketing copywriter, you're going to be under more scrutiny than the average poster. While we usually tell our clients at Write Wiser that, "an imperfect post is better than no post," you do not have that luxury.
After laying out the 4 starter steps to build a following on social media as a marketing copywriter, we'll tell you how to get a head above the rest, but start with the basics.
How to build a social media following in 4 steps
Start with a killer bio. It’s the first thing people see, and it needs to say, “I know my stuff, and I’m here to make your business shine.” Be clear about what you do—no fluff, no jargon. Say it like it is: you help businesses grow through words that sell.
Next, your profile picture. I've nothing against a moody, artsy shot but most people prefer clear, friendly headshot that says, “I’m professional but approachable”. People want to see the person behind the words, not just the face, so don't be afraid to include something key to your personality that will make you memorable, like a pet or a distinctive accessory.
Content is king, but engagement is queen. And she rules the house. Post consistently, but more importantly, interact. Like, comment, share. Show up in conversations. You want people to recognize your name in their notifications. That’s how you build relationships, and relationships are how you build a following.
Your posts need to be sharp, punchy, and relatable. Nobody’s scrolling through social media looking for a novel. Keep it short, keep it sweet, and most importantly, keep it useful. Tips, tricks, and insights that show you know your stuff will go a long way.
Once you've nailed these basics, you can elevate your content to show your true prowess by following these insights, gleaned from our CWO, Nadine Heir who's built an engaged community of 15k LinkedIn followers.
Which matters on social media, the topic or the style?
When you write, remember: you’re not just writing to write. You’re writing to solve a problem, answer a question, or offer something valuable. For that reason, you don't need to speak to a topic that surprises people, merely speak on a topic many people can speak to, in a surprising way.
"I'd prioritise a consistent style that's unique, and very you over aiming to impress people with big, intellectual topics. You're more likely to garner engagement on your posts if many people can easily relate to them." - Nadine Heir, CWO.
The reason why you want to go simple in the topic, but surprising on the style, is not that people are dumb—they're busy. How often do you personally go on LinkedIn hoping to have a cerebral debate with a rocket scientist? Us neither.
Most of us want content that's comforting, a trend that's been growing since 2022 according to Roya Zeitoune at YouTube.
How to get engagement on social media posts
Rather than writing a post to impress people, aim for familiarity. To garner engagement:
Ask a straightforward question at the beginning of the post.
Add images, especially of you, to as many posts as you feel comfortable with.
Format for scan reading. That means no long blocks of text.
Write the main points of your post as short sentences, separated visually from the context.
Share lightly personal insights into your life.
These tips will help you not only aid you to build a following on social media as a marketing copywriter, they'll help you build an engaged following.
And don’t forget the humour. It humanises you! Here's how you can slip more humour into your writing. That said, don’t force humour. If you’re not funny, that’s fine—being real is better than trying to be something you’re not.
Topics that draw an audience on social media
Here are topics that inevitably work on social media, especially on LinkedIn:
Quick tips that your audience can apply immediately
Personal anecdotes that tie into broader lessons
Industry insights that show you’re in the know
How to elevate social media posts as a marketing copywriter
Visuals matter. Yes, you’re a writer, but people are visual creatures. Break up the text with images, infographics, or videos. Use tools like Canva or Visme to create simple, eye-catching graphics.
Share a glimpse of your process, your day, or something that inspires you. Why not record a time-lapse of you working? This builds trust and lets your audience see the person behind the keyboard.
Hashtags are your friends. Use them strategically to reach the right people, not just anyone. A mix of popular hashtags and niche ones is the sweet spot. Do some research and find out what’s trending in your industry, but also create your own branded hashtag. It’s a subtle way to start a movement around your work. Here's how you can find the right hashtag for LinkedIn.
Collaborations are gold. Partner with other creatives, businesses, or influencers. It doesn’t have to be a big name; someone in your niche with a similar audience can be just as powerful. When you cross-promote each other’s work, it’s a win-win!
Don't ignore what’s not working. Social media platforms give you the tools—use them. Track which posts get the most engagement, and figure out why. Was it the timing? The topic? The way you phrased something? Learn from it, and double down on what’s effective. Most importantly, kill your darlings—just because you love a certain topic or style, doesn't mean your audience has to.
One last tip for marketing copywriters: Be patient.
Building a following doesn’t happen overnight—not even for marketing copywriters! It’s a slow burn, and if you’re consistent, engaging, and authentic, you’ll attract the right people. If you see the process as not just building a following on social media but building a community—as cheesy as it sounds—you're more likely to succeed.
An audience that values what you bring to the table and is eager to see what you’ll serve up next.
If you're new to marketing or building an audience, Command Your Content will prep you in just 6 hours. You'll learn how to market yourself without a team, without a big budget, and most importantly—without agonising over every decision.
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