Social Media Copywriting – 16 Formulas + Examples More Copywriting Formulas

Being a social media marketer in 2025 isn’t easy. You have to be a master of multiple trades: multi-network management, content planning, ads, growth… the list goes on. Thankfully, Metricool is here to help with these, but what about copywriting? How can you craft captions that convert or witty tweets when your creative battery is drained? This is where social media copywriting formulas will sMore Copywriting Formulasave your life, providing frameworks that will help you create consistently impactful posts.
Discover the essential elements of effective social media copywriting, including 16 proven copywriting formulas, the best ones to use for each network, and how Metricool’s AI assistant can speed up and enhance your content generation.

What is Social Media Copywriting?

Copywriting is the art of crafting persuasive messages that drive people to take desired actions, such as making a purchase, clicking on a link, or supporting a cause. 

In social media, copywriting involves crafting compelling messages to inspire users to take specific actions. It aims to establish a genuine connection with the audience by creating engaging and informative content tailored to each platform.

To stand out in today’s social media landscape, where audiences are often bombarded with constant sales pitches and publicity, you must make them feel unique. Focus on building a genuine relationship with your audience that resonates emotionally. By doing so, you can effectively guide them to take the actions you want, ultimately driving conversions and growth for your business.

16 Social Media Copywriting Formulas & Examples

There are numerous social media copywriting formulas out there. While copywriting formulas can provide a helpful structure, it’s most important to maintain your brand’s unique tone of voice and connect with your audience on an individual level.

However, if you’re looking for some guidance, here are some popular social media copywriting formulas to consider with examples:

Problem–Agitate–Solution (PAS) Formula 

The PAS copywriting formula stands for: 

• Problem
• Agitate
• Solution

It involves identifying your audience’s problem, amplifying that problem, and then providing a solution through your product or service. 

💡 Example: “Tired of spending hours trying to grow your Instagram following? This 30-minute strategy will get you 1,000 new followers in the next 7 days.”

The PAS formula works well because it taps into your audience’s pain points, builds anticipation for a solution, and then delivers value.

The Four U’s Formula

This formula aims to make your social media content:

• Useful – Provide information, tips or advice that your audience will find genuinely helpful.
• Urgent – Create a sense of immediacy or scarcity to encourage action.
• Unique – Offer a fresh perspective or novel solution to a common problem.
• Ultra-Specific – Get granular with the details to demonstrate your expertise.

💡 Example: “The 1 Instagram hack that boosted my reach by 500% in 2 weeks (you’ve probably never heard of this before)” 

The Four U’s help ensure your content stands out and resonates with your target audience.

Awareness–Interest–Desire–Action (AIDA) Formula

The classic AIDA formula can be applied to social media copywriting as well:

• Attention – Grab your audience’s attention with an intriguing headline or hook.
• Interest – Build interest by highlighting the key benefits or features of your offer.
• Desire – Create a strong desire for your product/service by addressing your audience’s pain points.
• Action – Clearly instruct your audience on the next steps to take, such as clicking a link or making a purchase.

💡 Example: “Struggling to get your Instagram posts seen? Discover the simple 3-step system that boosted my reach by 300% in just 30 days. Click here to learn more.”

AIDA is a time-tested formula for guiding your audience through the sales funnel. 

The Four C’s Formula 

This copywriting formula focuses on making your social media copy:

• Clear – Use simple, straightforward language that’s easy to understand.
• Concise – Keep your copy brief and to the point.
• Compelling – Make it interesting and engaging for your audience.
• Credible – Back up any claims with social proof or relevant data.

💡 Example: “Struggling to gain Instagram followers? Our free guide reveals the 4 proven Instagram growth secrets used by top brands. Download it now.”

The Four C’s help ensure your social media copy is polished, persuasive and effective.

Before–After Bridge (BAB) Formula

The BAB formula demonstrates the transformation a product or service can provide – from the customer’s current “before” state to the desired “after” state, bridged by the solution. It’s used for conversion-focused copy like landing pages, sales pages, and product descriptions to help the customer visualize the benefits of your product.

• Before: Describe the customer’s current problem or pain point.
• After: Paint a vivid picture of the customer’s desired outcome or improved state.
• Bridge: Explain how your product or service is the solution that bridges the gap.

💡 Example: “Struggling to manage your social media accounts, track your performance, and grow your audience? Imagine having a single dashboard to schedule posts, analyze your metrics, and implement proven strategies to expand your reach. Metricool is the all-in-one social media management tool that gives you the insights to take your online presence to new heights.”

Feature–Advantages–Benefits (FAB)

The FAB formula focuses on highlighting the features of a product/service, the advantages those features provide, and the ultimate benefits the customer will experience. It’s best for product-focused copy like ecommerce listings, sales pages, and ads to help the customer understand why the features matter to them.

• Features: Describe the specific attributes or characteristics of the product/service.
• Advantages: Explain how those features provide advantages that solve the customer’s problems.
• Benefits: Emphasize the end results and positive outcomes the customer will enjoy.

💡 Example: “Metricool offers comprehensive social media analytics, intuitive scheduling, and a content planning calendar. These features give you deep insights into your performance, save you time on posting, and help you strategize your content. With Metricool, you’ll be able to track your growth, boost your efficiency, and take your social media presence to new heights.”

Promise–Picture–Proof–Push (The 4 Ps)

The 4 Ps formula guides the reader through a compelling narrative: making a promise, painting a vivid picture, providing proof, and then pushing them to take action. This formula is best for longer-form sales copy like landing pages, sales letters, and VSLs. It guides the reader through the full narrative.

• Promise: Make an enticing promise about the benefits of your product/service.
• Picture: Paint a detailed picture in the reader’s mind of what their life will be like after using your solution.
• Proof: Provide evidence, testimonials, or data to back up your claims and build credibility.
• Push: Strongly encourage the reader to take the desired action, such as making a purchase.

💡 Example: “Metricool will transform your social media management, saving you time and helping you grow your audience. Imagine having a single dashboard to schedule all your posts, track your performance with detailed analytics, and implement proven strategies to expand your reach on every platform. Over 1 million social media managers already trust Metricool to streamline their social media. Register for free today and take the guesswork out of social media.”

Thesis–Antithesis–Synthesis (TAS)

The TAS formula presents an initial thesis or claim, then introduces an opposing antithesis, and finally synthesizes the two into a compelling conclusion. It’s a persuasive or argumentative copy formula that’s best for opinion pieces, thought leadership articles, and debate-style content. TAS helps the reader see multiple perspectives before arriving at a resolution.

• Thesis: State an initial claim or position.
• Antithesis: Introduce a contrasting viewpoint or counterargument.
• Synthesis: Reconcile the thesis and antithesis into a final, unified conclusion.

💡 Example: “Social media is essential for growing your business in today’s digital landscape. But managing multiple social accounts can be time-consuming and overwhelming, leading many businesses to neglect their online presence. Metricool is the solution that bridges the gap, giving you an all-in-one platform to streamline your social media workflow and leverage data-driven strategies to expand your reach.”

Situation–Complication–Question–Answer (SCQA)

The SCQA formula establishes the customer’s current situation, introduces a complicating factor, poses a relevant question, and then provides the answer. This formula is best for informative or educational copy like blog posts, how-to guides, and FAQs to help the reader feel understood and provide a clear resolution.

• Situation: Describe the customer’s current circumstances or pain points.
• Complication: Introduce a challenge or obstacle the customer is facing.
• Question: Ask a question that speaks directly to the customer’s needs and concerns.
• Answer: Provide the solution that addresses the question and solves the complication.

💡 Example: “Managing your business’s social media accounts can be a time-consuming and daunting task. Trying to post consistently, track your performance, and implement growth strategies across multiple platforms quickly becomes overwhelming. What if there was a way to streamline your social media workflow and gain the insights you need to expand your online presence? Metricool is the all-in-one social media management tool that gives you scheduling, analytics, and optimization features to save time and grow your audience.”

Attention–Interest–Credibility–Prove–Benefits–Scarcity–Action–Warn–Now (AICPBSAWN)

The AICPBSAWN formula is an extensive framework that guides the reader through a comprehensive sales process, from capturing their attention to creating a sense of urgency. It’s used for comprehensive sales copy like landing pages, sales letters, and long-form ads. It covers all the essential elements of a persuasive sales pitch.

• Attention: Grab the reader’s attention with a compelling headline or opening.
• Interest: Pique their interest by highlighting relevant features and benefits.
• Credibility: Establish your credibility and trustworthiness through social proof, testimonials, or industry authority.
• Prove: Provide evidence and data to support your claims.
• Benefits: Clearly articulate the key benefits the reader will receive.
• Scarcity: Create a sense of urgency by highlighting limited-time offers or availability.
• Action: Encourage the reader to take the desired action, such as making a purchase.
• Warn: Address any potential objections or concerns the reader may have.
• Now: Prompt the reader to act immediately before the opportunity expires.

💡 Example: “Streamline Your Social Media in Half the Time with Metricool. This all-in-one platform offers powerful scheduling, analytics, and optimization tools to boost your social media performance. Over 1 million people already trust Metricool to manage their social media. Imagine having a single dashboard to schedule posts, track your metrics, and implement proven strategies to expand your online presence and reach more customers. Join now for free and get a 14-day trial of Metricool’s upgraded premium plan. Sign up now and take the guesswork out of social media. Don’t worry, Metricool is incredibly user-friendly, even for social media beginners. Our intuitive features make it easy to get started. Act now to take advantage of this risk-free trial and transform your social media management.”

The Fan Dancer

The fan dancer formula is a playful, attention-grabbing approach that slowly reveals information, building anticipation and intrigue. It creates engaging, curiosity-driven copy like social media posts, email subject lines, and content teasers to capture attention and encourage further exploration.

1. Start with a teaser or hint about the main topic.
2. Gradually reveal more details, but don’t give everything away at once.
3. Build suspense and curiosity by leaving the reader wanting more.
4. Finally, deliver the full story or solution at the end.

💡 Example: “You won’t believe the social media tool that’s transforming how brands manage their online presence. What if there was a way to save hours every week on posting, get deep insights into your performance, and implement proven growth strategies – all in one place? Introducing Metricool, the all-in-one social media management platform that’s helping over one million social media managers take their online presence to new heights. Join Metricool for free today and see the difference it can make for your business.”

Why/Try/Buy Formula 

The Why/Try/Buy formula guides the reader through the key stages of the sales process: understanding the “why” behind the product, being encouraged to “try” it, and ultimately being persuaded to “buy” it. It’s used for conversion-focused copy like landing pages, sales pages, and product descriptions to help the reader progress through to the buying decision.

• Why: Clearly explain the problem the product solves and the benefits it provides.
• Try: Encourage the reader to take a risk-free trial or sample the product.
• Buy: Provide a strong call-to-action that convinces the reader to make a purchase.

💡 Example: “Struggling to manage your social media accounts, track your performance, and grow your audience? Metricool is the all-in-one tool that gives you the scheduling, analytics, and optimization features to streamline your workflow and expand your online presence. Start for free and see how it can transform your social media management. Sign up for Metricool today and take the guesswork out of social media.”

Qualify-Understand-Educate-Stimulate-Transition (QUEST)

The QUEST copywriting formula is a 5-step framework for creating compelling and persuasive copy. It guides the reader through a logical progression, starting by capturing their attention, building understanding and desire, and then transitioning them towards taking the desired action, such as making a purchase or signing up. 

• Qualify: Identify and qualify your target audience by speaking directly to their specific needs, problems, or pain points.
• Understand: Demonstrate that you deeply understand your audience’s situation and empathize with their challenges.
• Educate: Provide information about how your product/service can solve their problems and deliver the benefits they desire.
• Stimulate: Use vivid language and imagery to stimulate the reader’s interest and desire for your offering.
• Transition: Provide a clear and compelling call-to-action that encourages the reader to take the next step.

💡 Example: “Are you struggling to keep up with all your social media accounts? If so, Metricool is the solution you need. We know how challenging it can be to post consistently, track your performance, and implement effective growth strategies across platforms. You deserve an efficient way to streamline your workflow and gain the insights you need to expand your reach. Metricool is an all-in-one social media management tool that gives you the scheduling, analytics, and optimization features to save time and grow your audience. Imagine having a single platform to schedule posts, track your metrics, and implement proven tactics to expand your online reach. Metricool’s powerful features will transform your social media management, helping you connect with your audience. Join Metricool for free today and take the guesswork out of social media.”

Tips & Tricks for Effective Social Media Copywriting

When you’re writing copy for social media, it’s important to keep a few tips in mind: 

• Tailor Your Content: Understand each platform’s requirements, including word count, tone, and strategy.
• Include Visuals: Enhance posts with high-quality images, illustrations, or videos.
• Keep it Short: Use short paragraphs and bullet points for easy reading.
• Tell Compelling Stories: Share personal experiences, case studies, testimonials, and user-generated content.
• Be Consistent: Use a consistent tone and brand identity across platforms.
• Use CTAs: Include calls to action, such as following your account or purchasing a product.

Best Social Media Copywriting Formulas For Each Channel

Choosing the right copywriting formula is critical for social media success. Just as you tailor your images to each network, you must tailor your copy structure. Here is a breakdown of the best copywriting formulas to use for maximum impact on the top social platforms.

Facebook: Awareness–Interest–Desire–Action (AIDA)

For Facebook, the AIDA formula is a powerful choice because content often appears in a user’s feed alongside updates from friends and family, requiring a proven psychological progression to stop the scroll. Start with awareness, using a bold statement or question to grab attention immediately. Next, build interest by introducing a relevant fact or benefit. Then, stoke desire by vividly describing the positive outcome or feeling the user will gain from your offer. Finally, wrap it up with a clear action telling them what to do next. This structured approach works well for longer-form Facebook posts, ads, and any content designed to move users from passive scrolling to active conversion.

Instagram: Before–After Bridge (BAB)

The visual nature of Instagram makes the BAB formula highly effective. This formula perfectly complements the platform’s focus on aesthetics and aspiration. Start with the before state: describe the audience’s current, less-than-ideal situation (e.g., “Tired of dull-looking stories?“). Next, present the after state: paint a clear, attractive picture of the ideal future you offer (e.g., “Imagine stunning, professionally designed content in minutes”). The final element is the bridge: explain how your product or service is the simple, necessary link that takes them from the ‘Before’ to the ‘After.’ The image or video does the heavy visual lifting, and the copy uses BAB to frame the content as a direct solution to a visible problem.

Twitter (X): Useful-Urgent-Unique-Ultra-Specific (The 4 Us)

When crafting copy for Twitter (X), brevity and immediate value are non-negotiable. The 4 Us formula ensures your message punches through the noise. Every character must count, so focus on making the tweet useful to the reader right now (“Get this free guide…”). Impart a sense of urgency to drive immediate clicks (“…before the link expires tonight”). Highlight what makes your offer unique to stand out from competing threads (“…it includes our proprietary growth tracker”). And finally, be ultra-specific so the reader knows exactly what they’re getting (“…to increase your click-through rate by 15%”). This structure packs maximum, actionable value into the constrained character count.

Bluesky: Clear–Concise–Compelling–Credible (The 4 Cs)

For emerging networks like Bluesky, where community building and authentic voice are paramount, the 4 Cs formula is ideal. It prioritizes trustworthy, easy-to-read communication over hard sales tactics. Your copy must be clear in its intent, concise enough to respect the scrolling experience, and compelling enough to earn a ‘repost.’ Crucially, it must be credible by referencing data, customer reviews, or transparent processes. On a platform where users are actively curating their experience, being open and building trust with simple, reliable messaging is the fastest way to gain traction and followers who believe in your brand.

Threads: Feature–Advantages–Benefits (FAB)

Threads, as a conversation-focused platform linked to Instagram’s visual identity, performs well with the FAB formula. This structure is perfectly suited for showcasing product value in a conversational, explanatory way. Start by stating a feature (what the product is or has). Then, explain the advantage (what the feature does). Most importantly, finish by detailing the benefit (what it means for the user). This educational flow easily converts into engaging, valuable threads.

LinkedIn: Situation–Complication–Question–Answer (SCQA)

LinkedIn is a platform built for professional dialogue, industry insights, and B2B communication, making the SCQA formula a natural fit. This framework mirrors how professionals present a problem to a board or a client, lending immediate credibility and structure. Start by establishing the situation: a universally accepted fact about the current industry state (e.g., “Most marketing teams report falling organic reach”). Next, introduce the complication, the unexpected problem arising from the situation (e.g., “…But continued budget cuts make paid advertising an unsustainable option”). Then, pose the crucial question that your audience is asking (e.g., “How can we efficiently increase our audience without a bigger budget?”). Finally, provide your answer, which is your product, service, or solution (e.g., “The solution lies in optimizing existing content, which our new auditing tool delivers in under five minutes”). This problem-centric approach drives engagement among B2B decision-makers seeking clear, evidence-based solutions.

Copywriting on Other Platforms

I can hear you shouting at your screen right now, “How can they forget TikTok?”. I haven’t, but as most of you will already know, platforms like TikTok, Pinterest, and YouTube are less impacted by your copy. Don’t get me wrong, your captions, titles, and descriptions are still hugely important for social media SEO, but they will only help with discovery; the visuals are what will help you convert on these platforms.

Metricool AI Social Media Assistant

The Metricool AI text generator is a powerful tool within Metricool that helps you generate high-quality social media content quickly. With it, you can save time, streamline your workflow, and overcome writer’s block.

With the social media content generator, you can quickly create social media copy in the tone and length you need. To get started, follow these steps:

1. Create a new post in the Metricool Planning tab 
2. Click on the AI text generator icon at the bottom of the page
3. Provide the prompt, tone and social media platform you want the copy for

The text generator will then provide you with optimized copy with options to refine it to the platform, your audience, and brand tone. Want more refined copy? Try adding one of the formulas above for copy that will help you convert views into sales.

Kalum , 29 October 2025