11 tips for SMM copywriters about work, creativity and efficiency

Rules and tips for maintaining social networks for beginners and experienced SMMers: how to build work, earn more and not burn out.

In SMM, it is easy to enter the flow of a “comfortable routine” when you start to forget why you are running a social network for a client at all. In this article, we have collected tips on how to do a better job and not burn out, based on our experience and the experience of colleagues.

Tip # 1


Don’t be fooled by good performance and think about the product

It’s good when the audience grows and the average number of likes increases every week. Progress is visible, and it can be recorded – it means that the work is being done. But who is behind these numbers? Living people. It’s easy to forget about them – social networks are designed in such a way that we only see reactions in the form of likes, saves and comments. And we start thinking about metrics, not efficiency.

Example: memes are getting a good number of likes, and the audience is growing due to reposts. We start posting more memes, and the feed eventually turns into an entertainment channel with jokes. The audience is growing, but it only came for jokes. We post advertising – unsubscribes begin. We want to make useful content – zero reaction.

If the audience is used to advertising, then there will be no shock. Illustration: Dana Moskvina / Skillbox Media

Don’t forget about the capabilities of the tools

Social media tools are constantly updated: new stickers, emoji. Video requirements or ad placement policies may change. If you don’t follow such things, then you can still think that Instagram “cuts the coverage” of repost posts in stories, although recently the social network stopped doing this.

Example: a client was promised that Instagram ads for a new account could be launched immediately, but the account was blocked – it turns out that Facebook does not like “sudden bursts of activity.” I had to wait a couple of months and first fill the page with content, but now I have to create a new account.

Tip # 3


Allowing to do “spontaneous SMM”

The world is dynamic, and social media is moving even faster. Yesterday the meme was cool and trendy, and today it is a button accordion. Therefore, sometimes you can deviate from the content plan and quickly post content that gets on the agenda.

Example: we have agreed on a content plan and have been writing for the whole month about the advantages of electric scooters. Moscow enters into a law on restrictions and fines for speeding and leaving the carriageway. Instead of a post-reaction or a useful story with an explanation, we continue to write about the fact that electric scooters are cool. At this time, part of the audience is in thought: “Should I take it now, but I will not be fined?”

The content plan can be coordinated for so long that you have to either look for evergreen themes, or agree on the situation. Illustration: Dana Moskvina / Skillbox Media

Tip # 4


Plan work

A notebook with a plan for the day or a file on google docks with a schedule is not a bad thing. One can hope to the last that “the head will remember everything by itself,” but the brain does not work like a computer and does not store everything on the shelves. Better to write it down. There is a moment when planning: you can incorrectly calculate the amount of work. At first it seemed that the task would last for a couple of hours, but when I started to do it, the work lasted for a day. This also happens.

Example: there is a task – to find bloggers to advertise your account. If the task is not written down (and not broken down into stages), then at some point the customer may remind about it, and then you will have to urgently look for bloggers, move your business and with horror find that it is unrealistic to agree on an advertisement in one day. Although it was possible to break down the work into stages (understand the product, find bloggers, make a list by group, find out prices) and gradually complete it over the course of a week.

Tip # 5


Don’t spend too much time on content

And if you have spent, then ask yourself honestly: “Wasn’t it garbage I did it?” You will understand that this is bullshit (or not) if you look at the post or story from the side of the subscriber: was it interesting or useful? Did the content cover up problems or amuse the reader? If not, it’s bullshit, and you’ve spent too much time on it.

Working for work is an insidious state that is easy for beginners and pros alike to fall into. Sometimes you need to stop yourself if you realize that you have been choosing a font for an hour.

Example: we picked up an illustration for several hours, but the post got fewer likes than we wanted. If we stopped in time and saw that the text and message were weak, then this would not have happened.

Tip # 6


Don’t waste time on a routine

Deferred posting  is your friend. It is better to write ten posts and stories in advance and set a release date than go into the phone every day and stick to the screen. Use SMMplanner and analogues.

Example: SMMschik makes posts according to the template – these are product cards for the store. Instead of writing new ones every day, he can make product posts in the editor on a computer in a couple of days, and then throw them into a postponement.

Sometimes writing a post can take until the morning. Illustration: Dana Moskvina / Skillbox Media

Tip # 7


Remember that good ideas can end

Therefore, repackaging is our everything. Keeping an eye on competitors and picking up ideas is a natural process. Drawing inspiration from related fields is a way to develop creativity.

Example: in a year they wrote everything that can be done about phone repair. There are no ideas. Solution: find popular old posts, update information and post again. Another option is to redesign posts into stories and add stickers and animation. Another option is to combine posts into cards and illustrate with pictures.

Tip # 8


Reports are not evil

Writing a report is a chore and mechanical job that not everyone likes. But if you introduce statistics collection and minimal analysis as a daily rule, then it will become easier at the end of the month. If you are lazy anyway, use automators who collect statistics themselves into interactive dashboards. For example, DataFan .

Example: by the end of the month, we set aside a day to collect statistics and track indicators. We see that the data has sagged and this will have to be presented to the client. If we collected mini-reports from ourselves every day (or once a week), we would have noticed long ago that the “Interview with a Tomato” rubric did not reach the audience and should be replaced with something else. For example, “Thoughts from a tomato.”

Tip # 9


Don’t be afraid to ask for more money

We work for money. Stop convincing yourself that work is joy and “self-realization”. You can’t pay utility bills, and you can’t buy a new phone for the “feeling of happiness” from a job well done. At the same time, you should not strive to inflate the price tag just like that: if you feel that you are bringing benefits that are not equal to your efforts and talent, it makes sense to ask for an increase in your fee or look for a new client.

Example: a client asked to start making more stories. Working hours have doubled, and the salary has remained the same. A good reason to discuss a pay increase.

The feeling of a job well done is even better when paid accordingly. Illustration: Dana Moskvina / Skillbox Media

Council number 10


Burnout is ok

As a psychological state, burnout is bad. But his appearance is normal, we are all tired and exhausted. We noticed signs of fatigue from work, cutting content is no longer a joy – an urgent need to rest. And it’s better to choose a vacation without social networks.

Example: burnout is realistically planned and prepared for. You can save money from your salary in a personal fund for a “quiet life” or accumulate a safety cushion that will last for six months.

Council number 11


In conclusion: you are in your place

Impostor Syndrome can occur the moment a specialist leaves their comfort zone. Yesterday he did SMM for the barbershop, and today he was appointed director of social networks for the entire barbershop network. Uncertainty, fear and shoals in work can develop into an “impostor syndrome”: a person feels that he is not in his place, and colleagues “know” that he is a bad specialist. Remember that you were not hired by stupid people, you are now in your place.

Example: The SMM man is driven and thinks that he was appointed by mistake and he does not pull. Instead, you can look at your work from the outside – evaluate what has already been done, and with good relations with colleagues, you can get their opinion. If you devalue your work, the project can really bend – it is better to be proud of the steps taken and confidently look at the next. You can handle it!

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