New: 📱 What's Working on Social #6

Hey friend,

I have been a social media manager for the last four years.

For a huge part of that, I worked in B2B.

I worked for a fintech company, played for a logistics startup, and spent the last two years in media.

Now, we all know that most B2B social media is boring. Part of the problem is management treating it like another billboard, and part of it is the stale writing—corporate jargon with no spice or personality.

Honestly, I donated to this dilemma for a small part of my career. And looking back, I see how it not only hurt your eyes and your heart but also the company’s balance sheet.

But It wasn’t until I took a course on Writing for Social Media (and learned how to apply it to platforms like Twitter) that I realized something crucial:

There’s more to B2B content than “Excited to announce…” posts.

I started experimenting at work. Instead of sticking to dull updates, I focused on storytelling, relatability, and clear calls to value. Our posts started to resonate.

The result? 50% to 200% more engagement than before.

This shift was a result of creativity, and largely, it was about writing.

I don’t think writing (and writing for social media is optional for social media managers or anyone trying to grow a social media following on any platform) is optional. I think it is essential.

Most job descriptions for social media managers highlight creativity as a must-have. But creativity without strong, persuasive writing is like designing a beautiful car with no engine.

Writing is the fuel that drives social media success.

Even if a company has an in-house copywriter, social media managers need to know how to craft posts that are clear, compelling, and actionable. Without it, all the creativity in the world won’t cut it.

At my current job, this approach has paid off. We’re consistently outperforming major tech publications in engagement—even with a much smaller audience. So, how do you learn to write so well for social media?

Step 1: The Main Idea 

Don’t make the mistake of starting with your audience in mind, or worse, just winging it. That leads to mediocre posts that don’t perform. Instead, begin with the main idea, which serves as the foundation of your post.

Your main idea should reflect your brand’s point of view (POV) while staying aligned with what your audience cares about.

To refine your POV, ask yourself:

- What is the core message I want to convey? 
- What emotions or actions do I want to inspire by the end? 

With a solid main idea, your post will resonate better with your audience.

Step 2: The Hook 

Your hook is your post’s opening line, the key to stopping the scroll. It needs to make readers think, “Why should I care?” and your haters say, “So what?”

Here’s the difference:

- A negative “So what?” means they scroll past because your post doesn’t resonate.
- A positive “So what?” hooks your ideal reader and pulls them in for more.

How to write a great hook: 

1. Start with a moment in time.
2. Start with a weird, unique insight.
3. Start with a controversial opinion.
4. Start with a vulnerable statement.
5. Start with a strong, declarative sentence.
6. Start with a thought-provoking question.

Your hook determines whether someone reads your post or keeps scrolling. So make it count.

Step 3: The Body 

The body is where you fulfill the promise of your hook. It’s your chance to develop your POV with clarity and provide value to the reader.

To keep readers engaged:

- Deliver on what you teased. If your hook promised a bold insight, share it.
- Maintain curiosity. Use open loops (questions or teasers) to encourage readers to stick around.
- Ensure smooth transitions. Use words like “but,” “yet,” “until,” “next,” or “however” to guide the flow.

Make your content scannable with short paragraphs or bullet points. This respects your audience’s time and attention span.

Step 4: The End 

The end is just as important as the beginning. This is where you tie everything together and inspire your audience to act. A weak ending can undo the impact of a great post.

A strong ending should be:

1. Direct: Make it clear what action you want the reader to take.
2. Actionable: Include a specific, easy-to-follow call to value (CTV).
3. Memorable: End with a striking insight or emotion that lingers.

Think of your ending as dessert—it’s the final taste that stays with your audience. Whether it’s encouraging a click, a share, or simply leaving them thinking, your ending should make the effort worthwhile.

Talk soon,

Darius ✌🏻