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How do you keep brand voice consistent when multiple people handle social media?
Posted by on October 15, 2025 at 12:38 pmWhen you’ve got a few different people handling posts, replies, and campaigns, it’s so easy for the brand voice to drift like one caption sounds formal, the next sounds like a meme.
How do you keep it all aligned without making it feel robotic or overly scripted?
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1 Reply
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Write a detailed TOV document, including Do’s and Don’ts, IRL referenences, checklists, examples (“If our social brand was a celebrity, who would they be?” and so on), case studies etc, and make it several people’s job to know it inside out or at least reference it on the regular. And make sure they’re all writers / copywriters unless it’s just the generic ‘unhinged’ TOV.
Remember that writing social content / posts is an entire job. Non-specialists doing what they can in their spare time will not be as good.
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It’s tricky, honestly. What worked for us was setting a simple tone guide and a shared caption bank. That way, everyone knows the vibe, but still has room to sound human and natural.
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