Part 6 – Social Media Back to Basics Series.
If you ever sit down to post on social media and draw a blank, you’re not alone. One of the easiest ways to stay consistent and avoid that “what do I say today?” feeling is to use content pillars.
Content pillars are 3 to 5 core themes that your content will focus on. They act as a guide to keep your posts aligned with your brand and relevant to your audience.
Your brand voice is how your business sounds when it speaks. It’s the tone, language, and personality that come through in every caption, comment, and piece of content you post.
Having a clear and consistent brand voice builds familiarity. People start to recognise your posts even before they see your logo. That kind of recognition is powerful.
Your voice doesn’t have to be formal or fancy. It just needs to feel like you and reflect your values as a business.
Some brands sound friendly and chatty. Others are straight-talking and professional. Some use humour. Others are warm and nurturing. None of these are better than the others – the key is to choose a tone that feels right for your audience and to use it consistently.
If you’re not sure what your voice is, start by thinking about how you speak to customers in real life. That tone – whether it’s relaxed, motivating, knowledgeable, or compassionate – is usually a good fit for your social content too.
Here are a few tips to help you define your voice:
- Make a list of three to five words that describe how you want your brand to feel (e.g. helpful, inspiring, down-to-earth)
- Think about how you want people to feel after reading your content
- Look back at past posts – which ones felt the most natural or got the most engagement?
- Avoid switching between tones. It’s confusing to your audience if one post sounds corporate and the next sounds super casual
Your brand voice also applies to the small things – how you write greetings, how you sign off, whether you use exclamation marks, how formal or informal your grammar is. These choices shape your identity online.
If you want your business to feel more human, your voice is a great place to start.
Need help finding your voice or writing in a way that feels true to your brand?
Drop me a message.
Sarah
Freelance designer, artist and writer.
