5 proven copywriting formulas for social media managers (with examples)

There's no secret trick to writing scroll-stopping social media content.

. . . But there are formulas! We’ve put together a list of 5 proven copywriting formulas you can use to freshen up your social media content – whether you’re writing an ad, an organic post, or a video script.

Maybe you’re looking for some copywriting inspiration. 

Maybe you’ve caught a terrible case of writer’s block. (It happens to the best of us!)

Or maybe you just landed on this blog post and aren’t sure how you got here. (In that case, welcome! We’re HeyOrca, the social media scheduler for teams and agencies.)

These copywriting formulas and examples will help you write persuasive content faster. Let’s get started!   

5 copywriting formulas for social media managers 

Here are our favourite copywriting formulas for social media managers, in no particular order. 

1. Attention-Interest-Desire-Action (AIDA) 

This copywriting formula has been around since 1898. And it’s still just as effective today. Here’s how you can put it into action. 

• Attention: Grab the user’s attention with a punchy hook. (You can get inspo from our list of top TikTok hooks.)
• Interest: Encourage the user to continue reading your post or watching your video. What problem do you solve? Can you surprise the user with an interesting fact? 
• Desire: What does the user wish for or want to accomplish? Make them feel empowered to achieve their goals or experience a transformation.
• Action: Time for your CTA. Tell the user what you want them to do! If you’re writing an ad, you might ask your reader to “Shop now.” If you’re writing an organic post or video script, maybe you want them to answer a thought-provoking question to boost your engagement. 

Let’s take a look at an example ad by SkinByAsk. The ad grabs the reader’s attention with a bold claim – you’re not sad, you just need a self-care day. Then, the ad generates interest by asking the reader to think about the last time they treated themself. 

Next, the ad creates a sense of desire by helping the reader understand their skin is in need of – and deserves – some TLC. 

Finally, SkinByAsk gives the reader a couple of options to take action: engage with the post or book a service. 

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2. Problem-Agitate-Solution (PAS)

This copywriting formula puts your community’s pain points front and centre. Let’s take a closer look. 

• Problem: Hook your reader by calling out the big problem they want to solve – or introduce a problem they’re not yet aware of. 
• Agitate: Help your reader understand the gravity and urgency of the problem. Why is the problem worth solving? What are the consequences of not solving the problem?  
• Solution: Encourage your reader to breathe a big sigh of relief by revealing the solution: your product or service!  

Want to see this technique in action? Social media agency Watermark uses the PAS approach in the below Instagram caption.  

First, they call out the problem: feeling all sorts of awkward shooting and starring in video content. 

Then, they agitate the problem by emphasizing how intimidating it can be to “act natural” when there’s a camera involved. They’ve empathized with the reader and validated their concerns. 

Luckily, there’s a solution! It’s a fun and relaxing content shoot with the Watermark team. 

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Want to see another example? Here’s a video by @thrivingwitheczema that uses the PAS formula. 

This creator hooks viewers by introducing a problem. She explains that moisturizer shouldn’t make your face sting. This may be new information for some viewers. 

Next, she agitates the problem by offering 2 potential causes – a damaged skin barrier and harsh ingredients. 

Now that she has her viewer’s attention, she jumps into her 3 favourite products to solve the issue.

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3. Before-After-Bridge (BAB)

Want to share a case study? Have an offer that sparks incredible transformations? You may want to whip out this tried-and-true copywriting formula. Here’s how it works. 

• Before: What does life look like before someone uses your product or service? Help your reader picture the problem. This hook may look similar to the one you use for the above PAS method. 
• After: Jump into the future. Paint a picture of what life looks like after someone uses your product or service. This should make the reader feel all the good vibes.
• Bridge: What made this transformation possible? Your offer, of course! So tell ’em about it.  

Let’s take a look at an example from Autoclean Detailing.

The ad begins by highlighting the bleak reality of working an unfulfilling job. But it quickly turns thing around by painting a picture of what the future could look like if the reader were to open a car detailing business. The ad provides specific examples – including setting your own hours and getting paid well – to help the reader visualize this potential transformation. 

The bridge is the brand’s offer – training to help the reader start a car detailing business. 

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Keep in mind too that you don’t necessarily have to use the entire copywriting formula. This TikTok video by Shopify and @mels.crafty.corner uses the first 2 components of the BAB formula, “before” and “after,” but omits the “bridge.” Still, the viewer can infer that Shopify is the bridge. 

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4. Promise-Picture-Proof-Push (The 4 Ps)

This copywriting formula can be effective in any scenario – but especially if you have impressive data to share. Here’s a breakdown.

• Promise: Hook your readers with a punchy sentence that communicates the main benefit or transformation your product or service will deliver. This hook may feel like a “bold claim.” You want to spark curiosity. 
• Picture: Whip out your proverbial paintbrush! Next, you’ll want to paint a picture of what your reader’s future could look like. How will your product or service change their world?
• Proof: We told you there was an opportunity to share impressive data, right? Here’s where you’ll do it. People are skeptical, so you’ll want to prove that you’re able to deliver on your promise. 
• Push: Here’s where you’ll pop in a CTA. What do you want your reader to do next? Keep in mind that your CTA may not be something direct, like “Shop now” or “Book a call.” If you’re writing an organic post, your CTA may be a simple question to prompt engagement.

Let's pretend you're managing social media for a wedding planning business. Here's how you might use The 4 Ps in an ad:

"The biggest wedding industry myth? Wedding planners are too expensive. 

Here's the truth: You can hire a planner without sacrificing stunning florals or your first-choice caterer.

We've helped 500+ brides save up to 20% on their dream day – because we have relationships with the top vendors in Dallas. 

Book a free consult with us today."

Here's how you may write an organic post for the same business using the same copywriting formula:

"Hiring a wedding planner may not be the luxurious expense you think it is.

A good planner can get you discounts on preferred vendors AND save you more than 200 hours of (stressful!!!) planning.

We've helped 500+ budget-conscious brides bring their dream day to life.

What's one part of planning that you're stressing about right now? Leave it in the comments and we'll give you our best advice."

5. Keep it short and simple (KISS) 

This one is also known as “Keep it simple, stupid.” You can call it whichever name you like best.

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The main objective here is to be concise and clear, of course. But sometimes that’s easier said than done. Want to know our top tips for pulling off the KISS method?

• Focus on one idea at a time. 
• Use active voice whenever possible. (We covered this in our first copywriting webinar.)
• Omit unnecessary words, including your fave adverbs, like “effortlessly” and “easily.” 

You can almost always count on Anthropologie to use the KISS technique in their social media ads. Here’s an ad for the brand’s après ski collection. The body copy consists of just single sentence that appeals to the reader’s desire to look chic. And the headline conveys a direct CTA in just 3 words: “Shop the Drop.”  

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You may also notice that “clear and concise” doesn’t have to mean “dull and boring.” Anthropologie manages to sneak some personality into the description with a ski-related pun: “*Carve out* some time to shop.” 

We also see the KISS method in action in TikTok and Reel captions. Here’s an example from HeyOrca. 

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The caption for this video is, “Update: she didn’t talk about social media trends for 2025 😂” 

We’re big fans of short captions for social media videos for two main reasons: 

1. Short captions are relatable. By focusing on one idea, you make your message more memorable and shareable.
2. Short captions support video-first content. They provide additional context but don’t compete with your video for attention. 

Summary 

Give these copywriting formulas a try the next time you’re writing social media posts or ads. For more free social media resources, subscribe to our free daily social media newsletter, the HeyOrca Brief.