An exploration into copy-based social media content and its return to the feed
In the early 2000s, well before Facebook or YouTube were household names, blogging was one of the most popular mediums online for content. As you probably already know, this phase didn’t last. Social media websites and other forms of entertainment took over the internet and nowadays running a blog might be something you'd do to accompany a website or in addition to running a social media channel.
Nonetheless, the excitement and buzz that started with online blogging is not to be forgotten. And while the internet of today is teeming with a wide variety of video content, from TikTok dance trends to YouTube vlogs, copy-based content is slowly creeping back into the mainstream once again.
Everyone has a preference for how they express themselves. And while some people find it easier to communicate verbally, many find expressing themselves to be much simpler in writing.
Writing takes as much skill and craft as filming and editing a video. But, in many ways, it is a rawer form of content that allows for less distraction, while also being a less intimidating form for those who wish to avoid judgement on their appearance or the sound of their voice. Moreover, writing can be a more accessible way to create content as it doesn't require the use of a camera or other tech for better quality footage, such as a mic, lighting, or editing equipment.
While brands, businesses, and influencers might breathe a sigh of relief at the comeback of copy-based content and its less complicated nature, don't be so quick to drop your video content strategy. In this landscape, video content is still the most engaging format you can work with, and any copy-based content should be introduced alongside your existing social media strategy. Regardless, if you’re looking to convey a particular message, or want your story to land with the perfect comedic delivery, using copy can be the perfect way to convey your message clearly and with precisely the intended sentiment.
It’s no secret that Twitter (or should we say “X”) has been unpredictable since it was acquired by Elon Musk in April of 2022. With this perceptible change in ownership, many longtime Twitter users may have begun to investigate other social media networks as alternative platforms with which to publish their content. This could easily explain why copy-based content has seen an increase on many typically visual social media platforms — such as Instagram and TikTok — and could also be responsible for an increase in copy-based features on these platforms too.
Often, our favorite social media channels can spot rising trends before we notice them ourselves as marketers or users. Therefore, Meta’s release of a copy-based social media alternative to Twitter known as Threads is a huge clue that copy-based content is officially back in style.
If you scroll through your Instagram feed right now, it's easy to spot the signs. Many Instagram posts nowadays are simply images with words, screenshots of posts from X (previously Twitter), or even regular posts accompanied by long-form written captions. Even Instagram’s new “Notes” feature is a way to expand Instagram’s copy-based content options by allowing users to write status updates that appear within the direct messaging area.
However, it’s not just Meta making the shift to include more copy-based content on their platform. LinkedIn has also been pushing for more copy-based content by adding improvements to its newsletter feature, as well as introducing a “Post Ideas” feature that suggests content ideas using AI.
It’s also worth noting how Reddit (a predominantly copy-based platform) has been affected by this trend. Not only has Reddit’s monthly active users been increasing over the last few years, but Reddit has also been getting more visibility on other social media platforms, such as TikTok and Instagram Reels, with written content from Reddit being repurposed as short-form videos with voiceover narration.
Many trends in life are simply cycles — and social media, in some regards, is much the same. Could this rejuvenated love of copy signal a step towards simpler times and a yearning for less over-stimulating content? Similarly, as the yearning for more authentic and stripped-back content increases, could the interest around copy-based content be due to a desire to express oneself in an unembellished manner?
Regardless of why, we’re expecting to see a gradual increase in copy-based content on social media over the following months and years, particularly in the form of short-form content as a way to compete with short attention spans. It’s also likely we’ll see an increase in content that mixes the two formats together, especially with Reels and TikToks making use of words on the screen with voiceovers to narrate the text.