How we write
Social media conventions
Buffini maintains an active presence on YouTube, Facebook, Instagram, X, LinkedIn, and TikTok. The brand voice stays consistent across all platforms. Tone and format adapt to how each platform works.
Platform
Tone and format notes
Formal tone, no slang. Use full sentences. Longer captions are appropriate. Lead with value. Business outcomes and coaching insights perform well.
Community-oriented and more conversational than LinkedIn. Good for event promotion, Member stories, and long-form video. Moderate caption length.
Visual-first. Caption supports the image or video. Lead with the hook. Keep the first line strong enough to stop the scroll.
X
Shortest format. One strong idea per post. No padding. Use numerals. Threads are acceptable for multi-part ideas.
YouTube
Video titles follow headline rules: sentence case, specific, no clickbait. Descriptions should summarize the content. No emoji in titles.
TikTok
Most informal. Captions are short and direct. On-screen text follows the same sentence case and voice rules. Sound-off viewing is common: captions and text overlays matter.
What not to post
Why
Engagement bait (“Comment YES if you agree”)
We earn engagement. We do not fish for it.
Urgency-only posts (“Last chance!”)
Provide context. Urgency without substance is hype and off-brand.
Unverified statistics or third-party claims
If we cite a number, we own it. Verify before posting.
Posts that treat the audience as a transaction
Social is a relationship channel. Write for the person, not conversion.
Rules for all platforms
- Sentence case for all display text and captions
- No em dashes. The same prohibition that applies to all copy applies here.
- Avoid AI-sounding language
- Hashtags: a standard set is currently being defined. Do not create new hashtags for campaigns without approval.
- Be cautious with price or discount language. Do not frame offers as deals or savings that undercut their value.
- Proof points over promises. If making a claim, use the approved proof point language.
- Numerals are acceptable at any number in social copy
