Writing for print vs. digital (and social) platforms

“Do I need to write differently if I’m writing on different platforms?”

Whether you're drafting an ad for a local newspaper, updating your website, or crafting the perfect Instagram caption, you're employing the art of copywriting. But take it from a seasoned copywriter: not all writing is the same. Depending on the platform, your tone, language, and style can — and should — vary. So let’s explore how you can adapt your message for different media: print, digital, and social platforms.

Print Media

I love, love, love print media — always have, always will (and maybe that’s because I come from newspaper!) There's something tangible and real about print media that gives it a sense of authority (and who doesn’t love the scent and feel of turning pages?)

Copywriting in print tends to feel more formal and structured — however, hat doesn't mean it should be stiff or unapproachable! The key is to write clear, concise copy that is both informative and engaging.

Using short, catchy headlines to grab attention and longer, compelling body text to hold it is the secret. Space is at a premium in print, so every word counts. And even though you're being formal, you can still infuse warmth into your message, using personal anecdotes and a conversational tone, which ensures connection with your audience, on a deeper level than through another medium.

Digital Media

When it comes to digital media (like websites or emails), the rules change slightly. Online readers have a shorter attention span, so your copy needs to be concise, scannable, and engaging. Bulleted lists, subheadings, and short paragraphs make your content easier to digest.

However, it's not just about the format. The tone of digital copy is often more casual and conversational than print. Think of it like you're having a friendly chat with your audience. This means there’s no need to shy away from a little humor or personal stories. These add warmth and personality to your brand, making it more relatable.

And let's not forget about SEO (Search Engine Optimization). Incorporating relevant keywords into your copy can help boost your website's visibility on search engines. But remember, your priority is always to write for people first, not algorithms.

Social Media

Welcome to the world of hashtags, emojis, and bite-sized content! Social media copywriting is all about creating engaging, shareable content that resonates with your audience. The tone here is typically casual and playful. You want to sound like a human, not a faceless corporation.

Unlike print or digital media, social media thrives on interaction. Ask questions, encourage comments, and respond promptly to keep the conversation going. Hashtags can also help increase your visibility, but use them sparingly and make sure they're relevant.

When it comes to length, less is more on social platforms. Think crisp, clear, and punchy. However, platforms like Facebook and LinkedIn allow for longer posts, so you’re free to explore more in-depth topics there.

Whether you're copywriting for print, digital, or social media, always remember that your ultimate goal is to connect with your audience. By adapting your message to each platform, you can ensure that your brand's voice is heard loud and clear across all channels.