I've been an e-commerce copywriter for 17 years. It seems that social media is inescapable to the point where I've been overlooked for jobs because I don't have explicit experience. I have an ambivalence towards it at best, but I'm tired of making less than $70,000 a year in NYC.

I say all this to ask, which platform should I learn how to write for in 2024 going towards 2025: Threads, Facebook, Instagram, LinkedIn, or YouTube (I thought about TikTok but I have no idea if it'll be banned)?

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Instagram + TikTok imo. Even if TT gets banned, you should still know how to communicate an idea in a quick, similar format.

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YouTube = long form scripts, which is a good skill to develop (and highly marketable). How to distill complex info into a simple, digestible storytelling format.

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If you’re going to call yourself a social media copywriter, you need to know how to write for all channels, because a client isn’t going to let you pick and choose. You need to spend a considerable amount of time on social, regularly, to learn the TOV and vibe of each channel. You don’t have to post on your personal account, just see how others talk, and keep up with trends. And you’ll need examples of social posts in your portfolio so work with whoever you need to work with to make that happen—friends with small businesses, etc.

smart

what kind of jobs do you want to be considered for? Find a person with the job you want, look at their portfolio, and do your version of that.

If you want to go to a traditional advertising agency, at a sr level, they’ll be looking for big ideas and creative concepts that can be executed through all funnels. For example, campaign line + how the big idea comes through in broadcast, a variety of social channels, digital and often an exciting PR execution.

Big agencies will probably require that sr writers have a few of these projects in their portfolio for real, paying clients, so you might have to take a mid-level job and work your way back up. You might have a greater chance at getting hired with spec projects if it’s a smaller firm.

From what i’ve seen, it seems be easier to get hired as a specialized social media copywriter if you’re open to going brand-side. Or look into roles that have a social media manager title rather than a copywriter title.

Hope this is helpful!

edit: Look into VaynerMedia. I know they have some Creator-positions that only do work for social. Will they pay more than 70K? Doubt it. But they do 360 work too so if you’re ambitious and clear with your goals, they could help you get the experience you need for higher paying roles later.

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Thank you FW/CD 1.

What's the best way to teach myself in real time how to actually utilize these without actually going on camera (not showing my face or voice, as I am incredibly insecure and shy)? Do I open an Instagram account (or TikTok or YouTube) apart from my personal one for one for my work? Do I watch instructional videos and see if I can mimic what is said in those videos on how to use these? I have a portfolio already, but it's literally just my copy for all the companies that work for it.

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