Sprout Social

Writing

Our brand voice

How our tenets inform our voice and how we communicate on ALL Sprout assets—from brand to product.

To summarize the following guidelines, and as a shorthand, the Sprout voice is:

1. Assertive

We speak with confidence and authority. We take a stance and make bold statements backed by insight, experience and conviction.

2. Provocative

We push boundaries in a way that sparks progress. Our words should break patterns, surprise and engage in ways our audience doesn’t expect.

3. Energizing

We don’t just inform—we ignite action. Our words should energize and mobilize, rallying people around a shared vision.

Fearless

What we mean by fearless

We write with confidence and authority, never hedging or second-guessing. We take a stance and make bold statements backed by insight, experience and conviction—avoiding passive or tentative language. Our writing doesn’t ask for permission, it asserts and inspires decisive action, giving our audience the clarity and motivation to move forward.

What we don’t mean by fearless

Being reckless, aggressive or dismissive. Fearlessness is about conviction, not arrogance. We don’t tear others down or claim to know everything. We also avoid overpromising or making claims we can’t substantiate—true confidence comes from credibility, not exaggeration.

Examples

don't
Too passive

Manually posting content might not be the most efficient approach, and some brands could benefit from automation.

(weak language i.e. might, could, lacks conviction)
don't
Too aggressive

If you’re still manually posting content, you’re wasting time and falling behind.

(judgmental and dismissive rather than inspiring)
do
Just right

If you’re still posting manually, you’re losing precious time. Automation frees you up to focus on strategy—and strategy is what drives results.

(confident and direct, challenges the reader without tearing them down, and offers a compelling reason to change)

Tips for writing fearlessly

Be direct and confident

  • Use strong, active language that asserts rather than suggests.
  • Avoid hedge words like “maybe,” “possibly,” “potentially.”
    • Don’t say: This approach could help you improve your results.
    • Do say: This approach improves your results. Here’s how.

Use active voice—passive voice weakens confidence

Make bold statements—but back them up

  • Fearless writing means leading with conviction, but always supporting claims with insights, data or reasoning.
    • Don’t say: This is the best strategy, period.
    • Do say: This is the best strategy for [specific outcome]—because it delivers [reason or proof].

What to avoid

  • Weak or hesitant writing
  • Needless words—don’t say in ten words what you can say in two
  • Unnecessary modifiers/hedge words
  • ‘-ly’ words, they water down your message (actually, really, simply, etc)

Forward-thinking

What we mean by forward-thinking

We push boundaries in a way that sparks progress. We stay ahead of the curve, anticipating what’s next before others even think to look. We bring fresh insights and challenge outdated thinking. Our writing positions us as leaders—not followers—by showcasing a clear vision of both right now, and the future.

What we don’t mean by forward-thinking

Chasing trends for the sake of it or making vague, futuristic claims with no substance. Forward-thinking writing is grounded in real expertise and foresight, not speculation. We don’t dismiss the present or the past entirely—progress builds on what came before.

Examples

don't
Too stale

Influencer marketing has become a popular strategy, and many brands are using it to expand their reach.

(obvious and provides no new insight or perspective)
don't
Too speculative

Soon, influencers will completely replace traditional advertising as the only way brands can reach consumers.

(overstates the trend and dismisses without evidence))
do
Just right

Influencers aren’t just brand amplifiers—they’re becoming creative partners, shaping product narratives in ways traditional advertising never could.

(highlights an emerging trend with a clear vision, without exaggerating or dismissing existing methods)

Tips for forward-thinking writing

Lead with the future, not the past

  • Focus on what's next, not just what's already known
    • Don't say: Traditionally, companies have done X.
    • Do say: The future of X is evolving—here's where it's headed.

Be visionary, but stay grounded. Don't make wild predictions—base insights on credible trends, data and expertise

  • Don't say: Everything about [industry] will change overnight.
  • Do say: We're at the tipping point of transformation in [industry]. Here's what you need to know.

Ask provocative, future-facing questions

  • Example: What if your biggest challenge today became your biggest advantage tomorrow?

Engage readers by making them think beyond their current reality.

  • Example: Likes and shares measure the present. Conversations and communities build the future.

What to avoid

  • Stale or generic thinking
  • Language that looks backward instead of forward
  • Vague, baseless predictions
  • Jumping on buzzwords without adding real insight

Rousing

What we mean by rousing

We don’t just inform—we ignite action. Our words should energize and mobilize, rallying people around a shared vision. Our tone is dynamic, passionate and never passive.

What we don’t mean by rousing

Overhyping, overpromising or forcing excitement where it doesn’t exist. Not every message needs to be dramatic. We avoid generic motivational phrases that sound empty or cliché. True rousing language is meaningful and specific—it connects with the audience in an authentic way.

Examples

don't
Too boring

Building customer loyalty is important for long-term success. Engaging with your audience can help strengthen relationships over time.

(flat, lacks energy or motivation)
don't
Too dramatic

Engage with your customers, and watch your brand soar to new heights. With loyalty, the sky's the limit—success is just around the corner.

(overused, generic clichés. Empty pep talk vs. grounded call to action)
do
Just right

This isn't about likes—it's about loyalty. When you engage with your customers, they'll stand by you. With Sprout, you'll foster connections that last a lifetime.

(rallying language, cause and effect rhythm, personalized to reader)

Tips for rousing writing

Evoke emotion and urgency

  • Speak to deep motivations—fear, ambition, frustration, excitement.
    • Example: "Your audience isn't just scrolling—they're searching. Will they find you, or forget you?"

Use rallying language

  • Inspire action with inclusive, high-energy phrasing.
    • Don't say: Brands should respond to comments to build engagement.
    • Do say: Your audience is talking. Let's make sure they're heard.

Write like you're talking to one person, not an audience

  • Use "you" instead of "customers" or "businesses" to create a personal connection.
    • Don't say: Companies that optimize their workflows see results.
    • Do say: When you streamline your workflow, you see results faster.

Use rhythm and repetition for emphasis

  • Short, punchy sentences build momentum.
    • Example: No hesitation. No wasted time. Just action.

What to avoid

  • Flat or forgettable messaging
  • Passive voice
  • Slapping exclamation points on everything
  • Facts without a call to action

Unexpected

What we mean by unexpected

We ensure that no one forgets what we say. Our writing should break patterns, surprise and engage in ways our audience doesn’t expect. Whether it’s a fresh perspective, a provocative statement or a turn of phrase that stops people in their tracks, we refuse to blend in.

What we don’t mean by unexpected

Being random, gimmicky or attention-seeking for the sake of it. Unexpected does not mean confusing or weird—it must always serve a purpose. We don't abandon clarity in an attempt to be different, and we don't contradict our own values just to be provocative.

Examples

don't
Too typical/jargon-y

Leading brands leverage social listening tools to track online discourse, extract actionable insights and inform data-driven strategies.

(stuffed with jargon, lacks interest or intrigue)
don't
Too gimmicky

Social listening is like staring into the void—if you listen long enough, it starts whispering back.

(sounds more mystical than strategic, prioritizes style over clarity, forces an unusual comparison)
do
Just right

Most brands use social listening to track what's being said. The smartest brands use it to hear what's not being said. The real insights are in the gaps.

(thought-provoking, flips a common perception)

Tips for unexpected writing

Break predictable patterns

  • Start with a surprising fact, question or statement that makes readers pause.
    • Example: Forget best practices. Let's talk about what actually works.

Use fresh, original phrasing

  • Avoid overused buzzwords and clichés.
    • Don't say: Think outside the box
    • Do say: Stop playing by the old rules. Let's rewrite them.

Flip conventional wisdom

  • Challenge assumptions and offer new perspectives.
    • Example: More isn't always better. Sometimes, it's just more noise.

What to avoid

  • Predictable or boring writing
  • Clichés and tired phrases
  • Being weird or offbeat without intention
  • Corporate jargon and template phrases (unless you’re twisting)