Facebook and Instagram copy
Social media copy that gets read to the end
We create Facebook and Instagram post copy and a content plan for your brand. Your copy is written by someone who manages advertising campaigns every day — so it is shaped by data, not only by a sense of language.
Why don’t most companies’ posts work?
The reason is rarely the posting frequency or the algorithm. Most often the problem is that posts are written about the company rather than for the reader. “We offer”, “our new product”, “we are pleased to announce” — copy like this stops no one’s attention, because it gives the reader no reason to pause.
A social media user scrolls fast and stops only at content that affects them in some way — answers a question they have, expresses a thought they agree with, or shows something they want to see. A good post starts from the reader’s interests, not from the company’s announcement. It is a simple principle, and surprisingly few companies follow it in practice.
What is the difference between organic posts and advertising?
Organic posts are copy you publish on your Facebook page or Instagram profile for free — they are seen mainly by your followers. Advertising is paid content that Meta shows to people outside your follower circle as well. This page is about organic posts; advertising copy and campaign management are described on the Facebook and Instagram advertising page.
The two work together. Organic content builds the brand’s character and maintains the relationship with existing followers and customers; advertising attracts new people. For a company that advertises but whose profile is empty or dull, advertising works less well — a person who becomes interested in an ad often looks at the profile before deciding, and an empty profile creates doubt.
Who writes your copy?
At ACCESSIO, your copy is written by Lauris Krolis — someone who not only writes, but also manages advertising campaigns every day. This means the copy is built on data from real campaigns: which message stopped the scroll, which opening line brought a reaction, which wording converted and which did not.
In most cases, social media copy is written either by someone with no writing background or by someone with no marketing experience. In the first case, the copy sells but sounds clumsy; in the second, it sounds smooth but does not persuade. The combination of both in one specialist is rare.
Can artificial intelligence write social media copy?
It can write it — but the result is usually recognisable. AI-generated posts tend to be smooth, generic, and lacking in specifics: many words, little substance. The social media feed is already flooded with content like this, and users have learned to ignore it.
Human-written posts can use a specific detail from your business, refer to a current situation in the industry, or express a thought AI would not know about. We use AI tools where they speed up the work — in generating ideas, in research — but the copy itself is written and refined with human judgement. The reader often does not consciously sense the difference, but sees it in the result: at one post they stop, at another they do not.
What does the service include?
The Facebook and Instagram copy service is adapted to each client’s needs, but usually includes the following elements.
Content plan. We draw up a plan for what the posts will be about — combining different content types (educational, brand, sales, engagement content) so that the profile is not monotonous and does not become a continuous sales feed.
Post copy. We write the post copy itself — with a hook in the first line, a clear thought, and, where needed, a call to action. Each text is adapted to the platform: the Instagram and Facebook audiences and formats differ.
Brand voice. We help define how your brand speaks — how formal or informal, with what attitude, with what words. A consistent voice makes a profile recognisable and trustworthy.
Approval. All copy is shared in a Google Spreadsheets document, where you can easily review and comment on it before publication.
The core of the service is writing copy. By agreement, we can also take on publishing the posts to the profile and creating visual materials — the specific scope is discussed during the conversation, depending on how much of the process you want to entrust to us.
How does the work process go?
1. Conversation and research. We get in touch by phone or video call. We get to know your business, target audience, competitors, and what you want to achieve with your social media presence.
2. Content plan and brand voice. We prepare a content plan and define the brand voice. We agree it with you before we start writing specific copy.
3. Writing the copy. We write the post copy and add it to a Google Spreadsheets document, where you can review and comment on it.
4. Approval and revisions. We revise the copy based on your comments until it is ready for publication.
5. Optimisation. If we see data on which posts perform better, we gradually adjust the content plan and copy style to what resonates with the specific audience.
Who is this service for?
The Facebook and Instagram copy service from ACCESSIO is suitable for:
- Businesses that have social media profiles but lack the time or ideas for what to post
- Businesses whose posts get published but receive no reaction
- Brands that want a consistent, recognisable voice across all posts
- Online stores and service businesses that advertise and want the profile to look alive too
- Clients who already use ACCESSIO’s advertising services and want a unified approach to content and advertising
It is also fair to say: organic content is long-term work. If you need fast sales results within the coming weeks, you should start with advertising — organic content complements it, but does not replace it.
Frequently asked questions
How often should posts be published on Facebook and Instagram?
For most businesses, the optimal rhythm is 3–5 posts per week. A smaller number makes the profile look abandoned, but more frequent posting usually means a drop in quality that reduces engagement more than less frequent posting would. The specific rhythm depends on resources and the industry — it is better to post less often and with quality than often and with nothing to say.
How much does writing Facebook and Instagram copy cost?
It depends on the number of posts per month and whether the service includes only copy or also content planning and publishing. We name a specific figure after the initial conversation, once we know the desired scope and goals.
Do you also publish the posts, or only write the copy?
We can do both. The core service is writing copy, but by agreement we also take on publishing posts to the profile. Creating visual materials can be added as well — the specific scope is discussed during the conversation, depending on how much of the process you want to entrust to us.
Do you write for Instagram too, not only Facebook?
Yes. In most cases we work with both platforms, because for most businesses they work together. Copy is adapted to each platform — Instagram content tends to be more visual and shorter, Facebook allows longer copy and a different audience.
Do I have to provide the ideas for what to write about?
No. Creating the content plan is part of the service — ideas, topics, and content types are our job. Your contribution is information about the business, news, and offers you want to communicate; we structure the rest.
How quickly will results be visible?
Organic content is a slower investment than advertising. The first changes in engagement are usually visible within a few months of consistent posting. Follower base growth and the content’s impact on sales are long-term results. If you need fast results, organic content should be combined with advertising.
Let’s start a conversation
Tell us about your business — we’ll reply soon and personally
Tell us about your business and what your social media presence needs to achieve. We’ll evaluate the situation and tell you how the copy service could work in your case.
No commitment, no sales pressure.
Message on WhatsApp or call: +371 28632441
