3 seconds. That’s how little time it can take to determine whether someone likes you and/or your business. That’s according to Business Insider, although I would say that often online users’ attention spans are even shorter than that.
That’s why having a social media bio that captures your target audience is crucial. It’s not enough to copy and paste some wording from your website or to ramble on about why your business is the bee’s knees. What you need to do is convey your business in a simple and impactful way that gets the readers attention and makes them want to Like your Facebook page or follow you on Twitter, Linkedin and Instagram.
Let’s get into what your business social media bios are missing.
A strong statement
Think about billboard advertising or magazine ads. You stop to look when you see a big, bold statement. That statement could be an image, but more often than not it’s a few words that resonate with you for one reason or another.
Here are a few examples of social media bios that start with a strong statement that reflects their business:
Innocent Drinks Twitter bio:
“Hello. We make healthy drinks and give 10% of our profits to charity.”
That’s all their bio needs to tell you exactly what they are about. The friendly greeting reflects how they communicate with their customers, and the second sentence tells you in plain English what they do – all while throwing in that they are charitable, too!
The Body Shop UK Twitter bio:
“A force for good since ’76. Follow us for new product previews and make-up inspo. 💋 Customer care available from 9AM – 5PM, Monday – Saturday”
Although longer than the Innocent Drinks bio, The Body Shop starts with a strong statement that reflects their brand mission and values. They also tell their followers what to expect from their social media presence.
A buzzword cull
Buzzwords can easily sneak into our business content – but they don’t mean anything. Cut them out! Here are just a few examples of buzzwords that need to go:
They are “filler” – and don’t tell anyone about your business or more importantly, how you are going to help your customer achieve what they want from your product or service.
You need to give people a reason to follow your social media platform. What content are you going to share that’s going to enrich your followers’ lives?
For example, Sainsbury’s Twitter bio says:
“Follow us for the tastiest food updates and news to snack on. Got a question? Our customer service team is here to help.”
And just like that, you know that from following Sainsbury’s on Twitter, you’ll see recipes and food product promo with a friendly customer service team on hand to answer any customer service tweets you send. Simple, but effective. At the time of writing, Sainsbury’s have over 509k Twitter followers.
You need to give people a reason to want to follow you, and a realistic expectation in order to keep them around. It’s no good promising them the world and not delivering – as that Unfollow button is too easy to click!
Like any good online copy, you need to include a strong call-to-action. Your social media bio is not just a description of you or your business, it’s a way to invite people to discover more and lead them further down the sales funnel.
Instead of just linking them to your homepage, consider sending them to your latest blog post, a mailing list sign up or a page on your website with promotional offers or discounts. You can use a URL shortener like Bitly to save character count.
These are just some of the things that your social media bios may be lacking – so get logging in to your social accounts, read your existing bios and ask yourself the following questions:
Does it have…
- a clear, succinct explanation of what your business does for its customers?
- the personality and/or tone of voice which reflects your business?
- the reason why someone should follow your page?
- a strong call-to-action?
While Twitter’s 160 character limit and Instagram’s 150 character limit makes answering all of these above questions tricky, you have more flexibility on Facebook and LinkedIn. But remember – less is more!
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