How to Write Engaging Social Media Content: Key Takeaways from Google's Webinar

How to Find Your Brand Voice

Step 1: Define Your Brand in Three Words

To create a distinct brand voice, start by identifying three words that best describe your brand. These words should reflect your brand’s personality and help guide your content tone.

Step 2: Establish Your Brand Personality

Your brand personality shapes how your audience perceives you. It consists of:

• Tone of Voice: The way your brand communicates (formal, casual, friendly, professional, etc.).

• Colors: The colors you use in branding and what they symbolize for your audience.

• Values: The principles and beliefs that define your brand’s mission and identity.

Copywriting Best Practices

Focus on Benefits Over Features

When writing copy, emphasize benefits rather than just listing features. Use the “So what?” formula to ensure your content answers why your product or service matters.

Example:

Features

• Waterproof up to 5m

• 5mm thick glass

• Comes in black, white, blue, or gold

• Smart interface

Benefits

• Take it swimming!

• Smash-resistant

• Choose a colour to suit your personality

• Convenient communication

Use Clear and Simple Language

Avoid jargon and make your content easy to understand. Simple, concise messaging is more effective in engaging your audience.

Include a Strong Call to Action (CTA)

Every post should guide the audience toward the next step—whether it’s visiting a website, making a purchase, signing up for a newsletter, or engaging with the post.

Optimizing Content for Different Platforms

Each social media platform has its own best practices. Tailoring content for each ensures better engagement and visibility.

Facebook

✔ Use a mix of long- and short-form content. ✔ Tell a story. ✔ Share updates and successes.

Twitter

✔ Great for quick-fire conversations and PR. ✔ Short, snappy content (280 characters max). ✔ Can post multiple times per day.

LinkedIn

✔ Ideal for recruitment and professional networking. ✔ Supports both long- and short-form content. ✔ Best for articles and thought leadership pieces.

Instagram

✔ Highly visual platform; focus on images and videos. ✔ Short-form content supported by visuals. ✔ Post up to three times per day. ✔ Utilize stories for additional short-form content. ✔ Use relevant hashtags for better reach.

Effective Content Creation Techniques

AIDA Model

AIDA (Attention, Interest, Desire, Action) is a proven technique for writing content that drives engagement:

1. Attention – Capture interest with a strong hook.

2. Interest – Provide valuable, relevant information.

3. Desire – Show how your product/service solves a problem.

4. Action – Include a clear CTA to guide the audience.

“What’s in It for Me?” Approach

Before publishing any post, ask: Does this content solve a problem or pain point for my audience? If not, refine it to ensure it delivers value.

Avoid Trying to Appeal to Everyone

“Create content for everyone = create content for no one.” Define your audience clearly:

• Demographics: Gender, age, location, marital status, job status, income level.

• Interests: Hobbies, values, causes they care about.

• Professional Details: Job title, industry, decision-making power, budget ownership.

• Social & Political Views: Issues that resonate with them.

By understanding your audience, you can craft messages that truly connect.

Google’s webinar reinforced that effective social media writing comes down to clarity, relevance, and platform-specific optimization. By defining your brand voice, focusing on benefits, and tailoring content for each platform, you can create compelling posts that engage and convert.