During the month of May 2021, I'm intensively working to launch my home cupcake business, 'Phoebe's Cupcake Treasures'. My main focus will be on social media marketing and managing the business' finances. The entire project is a massive and exciting challenge, since I'll be learning a ton of entrepreneurial skills and monetizing my baking passion. This blog post is one aspect of my project. Please click here to see the rest of it!
Why effective copy is important on social media
Although success on Instagram and Facebook is largely dependent on the visuals, captions have a big part in it too. In this blog post, I walk you through the copywriting tactics I’ve learned since starting my business social accounts, and how I’ve implemented them.
1. Promoting the features and benefits of my products
My largest goal with my business Instagram and Facebook accounts is to increase sales. Therefore, I primarily write copy that mentions the features and benefits of my cupcakes, such as the example below.
With the caption below, I intend to make readers realize that my cupcakes taste just as flavourful as they look.
2. Promoting my USP (unique selling proposition)
In various posts, I aim to promote what is unique about my cupcakes compared to other brands. Whilst most other cupcake shops tend to compromize flavour in order to make their cakes look pretty, I prioritize taste above everything else.
For example in the post below, I mentioned that the color of the cupcake will change (which can be seen as a ‘weakness’ of my product). By commenting that this is due to the pure matcha I use, readers can understand that I won’t skimp on flavour even if doing so slightly compromizes presentation.
3. Promoting my business’ mission
A major source of motivation for my business is the joy I can give to others when they eat my cupcakes. By inferring that my business is much more than just about making money, I hope readers are more able to resonate with my mission.
4. Keeping it short
By scrolling through the feeds of successful cupcake businesses in my area, I noticed that shorter, simpler captions did better. Also, social media consumers tend to skim through captions, so chunky paragraphs are less effective at quickly communicating a message. Therefore, I limit my captions to three sentences and use dot points.
5. Emojis to spice up my captions
I scatter emojis throughout my copy to make it more visually interesting. I avoid excessive use though, as I want to maintain a relatively professional impression for my business. My favorite emojis to use are the food ones, especially when I’m describing the components of my cupcakes. Those emojis add a visual component to my captions.
Wrapping it up
These are the five things I keep in mind when I write copy for my social media posts. I’m still learning how to use copy most effectively to grow my business’ following, and I’ll appreciate any feedback I receive on it! Please head over to Instagram (@phoebes.cupcake.treasures) or Facebook (@phoebescupcaketreasures) to check out what my business is up to!
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