Voice and tone. The voice for social media can be slightly more informal than with other posts. Bring the level of expertise from “think like a guide” but imagine the voice as something closer to how that guide might speak to his or her friends.
Length. In some cases, platforms will have specific requirements on the character count. While 66˚North should be considerate and authentic to the platform, it shouldn’t shy away from longer, more technical copy if it is required to tell the product story or Icelandic Art of Living story.
Images of products. Highlight the products and build the brand equity of the product names. When posting a picture of someone who is wearing our clothes, whether on social media or editorial content, always cite the names of the products.
For a post about winter running, write: “Elisabet is wearing Staderfell running jacket, the Adalvik hoodie, and the Vik windproof gloves.”