Verbal identity

Member lesson

Writing for social

Lesson 9 of 10 in Verbal identity.

How To Write Engaging Instagram Captions (6 Copywriting Tips & Examples) · Alex Cattoni
Lesson

Social writing fails in a predictable way. A brand takes its press-release voice, shortens it, adds an exclamation mark, and posts it into a feed where every other item was written by a person for other people.

voicewho the brand isthe sameeverywheretonehow it sounds in each momenta welcomean errora receiptbad newsseriousplayfulthe tone changes with the moment. the voice never does
A brand's voice stays the same everywhere, while its tone changes with the moment: playful for a welcome, serious for bad news.
A guest in a grey suit stands on a crate reading a scroll through a megaphone at a house party while nearby guests turn away, cover an ear and roll their eyes.
At a relaxed house party, one guest in a stiff suit reads a scroll through a megaphone while everyone turns away. A brand posting press-release copy in a feed looks just as out of place.
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Members answer these 2 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “Written as the platform is actually used, rather than repurposed from elsewhere.”

    • Native
    • This not that
    • Alphanumeric
    • Community management
  2. Question 2, locked

    Which of these words means this? “The replies. Usually where a brand's voice is genuinely decided.”

    • Descriptor
    • Front of pack copy
    • Tone
    • Community management

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