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Every post is an opportunity — and the copy that accompanies it determines whether that opportunity is taken or missed. A caption that grabs attention, communicates clearly and invites a response can turn a scroll into a click, a comment or a conversion. One that doesn't, gets passed over without a second thought.
Post copywriting creates that engaging content for each individual post. On-brand in tone and voice, tailored to the platform and the audience, and crafted with a clear purpose — so every piece of copy earns the attention of the people who see it.
Post copywriting is the creation of written content for individual social media posts. It involves writing the caption, hook and call to action for each post in a way that is on-brand in tone, suited to the specific platform, relevant to the target audience, and designed to drive the type of engagement — comments, clicks, shares or saves — that the post is intended to generate.
You need this when you want to reach a new or wider audience through creators who already have their trust, when you’re launching a product or service and want a credible, peer-to-peer endorsement rather than a brand broadcast, or when your own social channels don’t yet have the reach to drive the awareness you need. Influencer marketing can build awareness quickly and authentically when the partnership is well chosen.
This service includes influencer strategy development, identification and vetting of relevant influencers, outreach and negotiation, brief development, campaign management and performance reporting. Delivered as a managed influencer marketing campaign or programme with full reporting on reach, engagement and conversion outcomes.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The craft of writing captions, headlines and supporting text for social media posts — adapting tone, length, structure and vocabulary to each platform and audience while communicating the core message compellingly and driving the desired action.
Social media copy must earn attention in a fast-moving, competitive feed. It typically needs to land its key point in the first line (before the ‘see more’ truncation), be conversational in tone and suit the specific platform’s content culture.
The opening line. On most platforms, only the first one to three lines are visible before the reader must choose to expand. If the opening line doesn’t generate curiosity, create relevance or state a compelling point, the rest of the caption won’t be read.
Platform-dependent. LinkedIn long-form posts (800–1,200 characters) that tell a story or share a substantive insight consistently outperform short captions. Instagram performs well with medium-length captions (100–300 characters). Twitter/X requires brevity by design.
A specific instruction for what the reader should do next — ‘comment below’, ‘click the link in bio’, ‘save this for later’, ‘share this with someone who needs it’. Not every post needs a call to action, but content designed to generate a specific response performs better with one.
By writing in the brand voice as if having a direct conversation with one person rather than broadcasting to a mass audience. Using the second person (‘you’), contractions (‘it’s’ not ‘it is’), specific examples and genuine opinions rather than generic statements creates a more human register.
LinkedIn audiences engage with professional insight, industry perspective and business value. Instagram audiences respond to visual storytelling, personality and aspirational content. The same message requires materially different tone, vocabulary and structure on each platform.
Hashtags extend organic reach by making content discoverable to users following or searching those terms. On Instagram, they can be placed at the end of the caption or in a comment. On LinkedIn, two to five relevant hashtags integrated naturally into or at the end of the post is standard practice.
As a starting point. AI can draft structures and suggest variations, but effective social media copy requires brand voice, specific insight, current context and human judgment to feel authentic. AI-generated copy used without editing typically lacks the specificity and personality that generates genuine engagement.
Through a documented brand voice guide that defines the tone, vocabulary preferences, key phrases, things to avoid and examples of on-brand and off-brand copy — used alongside a review process that ensures all content meets the standard before publishing.