Social media copy
Principle
This section will ensure a consistent brand voice throughout all MnDOT social media platforms.
Standards
Copy
Keep copy short and scannable. When possible, aim for 125 characters or fewer, including spaces, for strong performance across all platforms. While Facebook, Instagram, and LinkedIn allow longer posts, shorter copy is more accessible and more likely to be read in full.
Always write with clarity and purpose. Avoid jargon, front-load key information and link out to more detail.
Refer to the below guidelines for help with voice, tone, and accessibility:
- Social media style guide (PDF)
- Social media voice and tone guide (PDF)
- Social media accessibility guidelines (PDF)
Templates
Our social media copy template provides various copy options when creating ads or posts.
Contact the social media team at socialmedia.dot@state.mn.us with any questions.