How to Write for Different Social Media Platforms: Facebook, Instagram, LinkedIn, and More

I want to promote my new graphic novel on Facebook, LinkedIn, X, and other social media platforms. But they’re all so different from each other! How can I adapt my message to fit each platform?

—Riya

Riya has the right idea—she understands that a one-size-fits-all approach will not work when it comes to promoting something on social media. Each social media platform has its own atmopshere, audience, and purpose. If you want to promote your product or brand, you need to tailor your writing to fit each platform’s unique characteristics.

So let’s take a look at some of the most popular social media platforms and explore some ways you can adjust your writing for Facebook, LinkedIn, and more.

Facebook: Engaging and conversational

Facebook is primarily a platform for discussions, storytelling, and building communities. It attracts a broad range of users in terms of age, location, and interests.

Best Practices:

• Use a friendly, conversational tone (informal or “business casual”) with a healthy mix of text, images, and videos.
• Ask questions to start conversations and encourage comments.
• Facebook’s character limit is large enough to allow you to post articles, essays, and short stories, but 1-2 paragraphs will usually get the job done.
• You can use emojis, but don’t overdo it.
• Be sure your spelling, grammar, and punctuation are correct or you will lose credibility.

Did you know that TextRanch has a Facebook page? Click here to check it out!

Instagram: A picture is worth a thousand words

Instagram is all about photos and videos. Your writing should support the visuals rather than dominate the post, so a line or two—or even just a brief caption—might be all you need.

Best Practices:

• Keep your captions short and impactful.
• Use line breaks and spacing for readability.
• Include relevant hashtags to boost your post’s visibility.
• Photo captions do not need to be full, complete sentences, but they still need to flow naturally and be free of errors.
• If you need to write a longer caption, start with a strong hook to keep your readers engaged.
• Your writing style can be a little more casual than what you typically find on Facebook.

LinkedIn: Professional and insightful

LinkedIn is a platform for professionals. If you post here, your audience will expect valuable insights, industry updates, and career-related content. Of all the major social media platforms, LinkedIn is by far the most serious and “grown up”.

Best Practices:

• Use a formal or “business casual” tone—you want to sound professional when you’re on LinkedIn. Also, make sure your post is well-written and free of errors.
• Provide useful information, industry news, or personal experiences from a professional point of view.
• Structure your posts with clear headings or bullet points (or both) for easy reading.
• Avoid excessive emojis and hashtags.
• Although you should avoid jargon on most other social media platforms, it’s okay to use it on LinkedIn since you are targeting other professionals in your field.
• Some LinkedIn users complain that the platform has too many obnoxious people who like to brag about themselves, so a little humility will serve you well.

TextRanch has a LinkedIn account, which you can find—and follow—by clicking here.

 

Twitter (X): Short and impactful

Twitter is now officially known as X, but many users still use the original name. Whatever you call it, this platform is meant for fast, attention-grabbing, and even controversial content. You have limited space, so your message needs to be clear and direct.

Best Practices:

• Since each “tweet” has a limited number of characters, choose your words (including power words) carefully.
• Include relevant hashtags, but don’t overuse them.
• Add images, GIFs, or links to increase engagement.
• Stay on topic and include a strong call-to-action.

Bluesky: The new neighborhood

Bluesky is a growing social media platform—many users who are unhappy with Twitter/X are migrating here. Its structure is similar to Twitter/X, but some of the “bells and whistles” haven’t been added yet. If you like the idea of moving to a fresh, new platform, then Bluesky is for you.

Best Practices:

• Bluesky has a character limit, so your posts should get directly to the point.
• Share insightful content that encourages discussion.
• Avoid excessive marketing language—Bluesky users prefer authenticity.
• Use hashtags strategically to reach your target audience.
• Engage with the community through replies and thoughtful discussions.

TextRanch now has a Bluesky account. You can check it out here.

TikTok: Fun and trendy

TikTok thrives on creativity and trends. It works best if your target audience is under 30. Even though TikTok is video-based, captions still matter. If you are reading from a script, that matters even more.

As of this writing, TikTok’s future is uncertain. However, given the platform’s immense popularity, it will probably find a way to survive and thrive.

Best Practices:

• Keep your captions short, engaging—and correctly written.
• If you are reading from a script, make sure it sounds conversational and natural. You don’t want to sound formal here!
• Use humor, trending sounds, and challenges.
• Include a strong call-to-action (e.g., “Follow me for more tips!”).
• Hashtags are key—use trending ones to boost visibility.

Writing for different social media platforms can be challenging, especially if English isn’t your first language. Our team of TextRanch editors will be glad to proofread and edit your posts, captions, and scripts to make sure everything is correct and that the language flows naturally. Just click the blue button below to get started.