With platforms like TikTok and Instagram Reels take centre stage, the demand for punchy content is at an all-time high—and many digital copywriters may be feeling the pressure.
These platforms thrive on short, direct content. So, how can you deliver a powerful message when you’ve only got a handful of words to work with?
Cut to the chase
These days, attention spans are shorter than ever. People are time-poor and they move fast online, so if your copy doesn’t grab them in the first few seconds, they’re already on to the next thing. And this is why brevity is your best friend.
But being brief doesn’t mean your copy has to be bland and boring. The challenge is to pack a punch with every word you choose.
Say you’re writing a headline, for example. Instead of saying “Our product is the most reliable and efficient on the market,” you could say, “Trust. Delivered.” It’s sharp, direct and makes an impact.
This approach works especially well on platforms where space is limited. No need for fancy language or lengthy descriptions—just say what needs to be said, and let the message speak for itself.
Leverage the power of emotion
Even with short copy, words can still create a strong emotional response. Emotions like excitement, curiosity, or empathy often drive people to take action. The trick is figuring out what matters most to your audience.
Think about what motivates them. Are they looking for inspiration, reassurance, or a solution to a problem? Once you know what drives them, you can write copy that taps into those emotions.
Think about the last time you scrolled through your Instagram feed or TikTok FYP. What made you stop? Chances are, it was content that made you feel something—a laugh, a relatable moment, or even a shared experience. If you can make an emotional connection in a few words, you’ve already won half the battle.
Pair words with visuals
Even on platforms dominated by images and video, words still matter. In fact, your words and visuals should work hand in hand to reinforce your message, as this copy can add depth and encourage people to take action.
When writing for these platforms, your copy shouldn’t just repeat what the visuals show, it should add meaning. Use the limited space to explain why your product/service is important or what you want the user to do next.
Test, tweak, repeat
Writing effective short-form copy isn’t a one-and-done deal, it’s a process of trial and error. A/B testing is a great way to help you test different versions of your copy, so you can understand what works and what doesn’t.
For example, you might test two versions of a headline—one that’s playful and another that’s more straightforward. The headline that performs best will help you get a better understanding of what style your audience prefers.
The results might surprise you, because sometimes the version you think will work best doesn’t perform as expected. That’s why testing is crucial. It helps you fine-tune your approach so you can craft copy that hits the mark every time.
It’s time to make every word count
In short-form content, every word plays a role. When your message is clear and direct, it’s easier for people to understand and act on it. It’s challenging, sure, but when you get it right, the results can be phenomenal.
Whether you’re writing for TikTok, Instagram Reels, or any other platform—our Copywriting services can help you.
Talk to us today to see how we can help you create copy that connects with your audience and gets results.