Why Google’s “social copywriting best practices” are wrong (and what I do instead)

When I first started writing social copy, I looked for advice.

All the “best practices” I found said:

• Use hashtags
• Use emojis

And as illustrated above, they still say that.

Sorry to break it to you, but that is not social copywriting.

That’s BS social media hacks that flat out don’t work.

And after writing over 10,000 posts, earning 50,000,000+ views and 200,000+ followers for myself and clients, I’m in a pretty good spot to confirm that.

Here’s 5 actual social copywriting best practices (so you don’t waste time using out of date tactics):

1. Stop relying on “hacks” like emojis and hashtags

Emojis don’t “make your post pop”.

They don’t “add personality” or “add colour”. They’re just gimmicks. People read words. People resonate with emotion. Use your words to create emotion.

Focus on writing that captures reader attention naturally.

2. Understand who you’re talking to

If you don’t know your audience, nothing you write will stick.

I took time to figure out who I was writing to and what they cared about, because that gives me a higher probability of attracting attention of the right person.

In this case, the right person is a client or customer.

Do the research first. Takes time upfront, but it’ll save you years.

3. Use hooks that grab scrollers by the brain

People see 100s of posts online every day.

Why should they stop and read mine?

I always aim to include three elements to a hook:

1. Create curiosity
2. Touch a pain point
3. Hint at value

Emotion is what grabs people.

That is what will stop them scrolling and get them reading.

4. Make sure the post delivers

I hate clickbait.

You know what I mean. When you click on a headline, open up the article/post and it’s nonsense that isn’t what you thought you were getting.

Or it’s written in such a horribly, unengaging way that you don’t bother reading it.

If I make a big value promise in my hook, I make sure I deliver.

But I deliver in simple, conversational language.

(not a bunch of stupid jargon that the average person doesn’t understands)

5. End with a call to action

I always sign off every post with a call to action.

I want my audience to read my post then feel inspired to:

• DM me to work with me
• Or sign up to my newsletter
• Or give me their opinion in the comments

Create a bridge between your post and you, that your reader can quickly walk across.

TL;DR:

1. Stop relying on “hacks” like emojis and hashtags
2. Understand who you’re talking to
3. Use hooks that grab scrollers by the brain
4. Make sure the post delivers
5. End with a call to action

Social copywriting isn’t hashtags and emojis.

It’s being a smart, modern marketer and:

• Knowing your audience
• Using strong hooks
• Delivering on the value you promise

Do yourself a favour:

Don’t Google best practices. Skip the cheap hacks.

And start focusing on real connection.