SMM-COPYWRITING AS AN EFFECTIVE TOOL TO ATTRACT CONSUMER ATTENTION TO CONTENT

Abstract

Objective. The objective of this article is to delve into the realm of modern copywriting, with a specific focus on SMM (Social Media Marketing) copywriting. We aim to explore the classification of SMM copywriting types and consolidate the characteristics that define the work of social copywriters. Methods. We have employed various research methods in this study. To begin with, we reviewed the existing literature on copywriting and SMM copywriting, highlighting the gap in scientific understanding of the field despite its critical role in today's digital landscape. In addition, we conducted a thorough analysis of the development of copywriting in connection with mass media, monetary and market relations, and advertising. Moreover, we conducted a systematic examination of recent studies by domestic scientists, including Chernyshev, Shestakov, Grishchenko, Nesheva, Ilyashenko, Moroz, Romanov, Andrushkevich, Valkov, Staritsky, Terekhov, and others, who have actively explored the topic of SMM copywriting. Results. Our analysis has yielded several key findings. First and foremost, we have uncovered the critical role that SMM copywriting plays in the digital landscape. Social copywriters must create engaging content for social networks and devise effective strategies for account management. Furthermore, we have outlined the essential characteristics of SMM copywriting, emphasizing its demand for high productivity and constant engagement. We have also discussed the various specializations within the field of copywriting, such as informational articles, PR texts, and product descriptions, with a particular emphasis on the challenge of writing persuasive commercial texts that motivate purchases. Scientific novelty. The scientific novelty of this article lies in its comprehensive exploration of the relatively uncharted territory of SMM copywriting. While copywriting, in general, has been a subject of study, SMM copywriting is a rapidly evolving and promising field that requires specific attention and expertise. We shed light on the unique demands of social media content creation, where capturing a reader's interest within seconds is paramount. Practical significance. The practical significance of this research is twofold. First, it serves as a valuable resource for copywriters, PR professionals, journalists, and website owners who are engaged in content creation and promotion. Second, it provides insights into the strategies necessary for successful social media engagement, including the art of concealing advertising while encouraging user interaction.