Tone of voice examples
This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.
When it comes to connecting with your audience, the tone of voice you use in your messaging can make all the difference.
But what does each tone actually look like in practice?
In this article, I’ve analysed real tweets from well-known startups (and scale-ups) to understand how they use different tones of voice to engage with their followers.
Have a read, fill up on inspiration and discover how you could fine-tune your own startup’s tone of voice.
Casual
This tweet from Zendesk uses a casual tone of voice.
Their use of emojis makes the message feel more like a text from a friend than a company announcement.
The phrase “Celebration time” also gives it a relaxed, conversational vibe.
Even the call to action is casual. “Check out the full report here” feels a lot more inviting than a formal “View the report”.
They’ve also tagged @G2dotcom, making it seem like part of an online conversation rather than a stuffy press release.
All these elements make the tweet a casual way to share some impressive news.
Formal
This tweet from OpenAI has a formal tone of voice.
The language is precise and to the point, avoiding any slang or casual phrases.
Phrases like “current and authoritative information” and “complete with direct links to sources” make the tweet sound official and credible.
And note how they haven’t contracted “it is” to “it’s”, which is more of a casual tone of voice trait.
There’s no call to action, either. Instead, they’ve focused on providing just the key information - a hallmark of a formal tone.
The tweet also avoids the use of emojis or other playful elements, sticking to plain text to convey its message.
This tweet’s a great example of how you could communicate an important update more formally.
Funny
This tweet from Innocent Drinks uses a funny tone of voice.
Straight from the get-go, “BREAKING BAKE OFF NEWS” is a humorous take on the urgency often found in news headlines, making it a light-hearted way to grab attention.
Then, the phrase “It's with a heavy heart” sets the stage for something serious... before quickly flipping expectations with the actual reason for not live-tweeting, which adds a comedic twist.
Their admission that they “didn't realise it was on a Wednesday and we already have plans” is refreshingly honest (although you never quite know if it’s planned) and plays for laughs.
“See you next week, you lot” uses colloquial language, which adds to the overall cheeky vibe of the tweet.
All these elements come together to make the tweet a funny way to share what could have been routine information.
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Serious
This tweet from Notion uses a serious tone of voice.
Here, the language is straightforward and focused. It outlines the new integration with @RowsHQ clearly and concisely.
“import and query your Notion databases in Rows” and “analyze and transform data, build reports” add a level of technical detail that communicates the functionality without any ambiguity.
Note how the tweet avoids using humour or playful language. Instead, it sticks to the facts to convey the importance of the new feature.
Although it does use an emoji, it only does so once. And it seems to use it to emphasise the cycle of data analysis and embedding rather than to add a playful element.
All these aspects contribute to a tweet that communicates its message in a serious and straightforward manner.
Respectful
This tweet from Buffer uses a respectful tone of voice.
The opening question, “Who loves color coding to organize everything?” invites engagement without making assumptions, setting a considerate tone right from the start.
The phrase “we think you're gonna love it” is key here. Instead of saying, “you will love it,” Buffer shows respect for their audience’s own opinions by not making assumptions.
On the whole, the tweet combines light, inviting language with a respectful approach, making sure not to impose its views on the reader.
Irreverent
This tweet from Impossible Foods uses an irreverent tone of voice.
The message is short and sweet, but it packs a punch by directly comparing “Meat from plants” to “Animal meat” and declaring a ‘win’ for the plant-based option.
While it’s just a couple of lines, the tweet is unapologetically bold, almost cheeky, in its claim, showing that Impossible Foods isn’t afraid to ruffle some feathers.
There’s no cushioning or qualifiers; it’s a straight-up scorecard that puts their product on top.
The absence of emojis or additional text keeps the focus on this daring statement, making it even more impactful.
It’s about as irreverent as it gets!
Enthusiastic
This tweet from Oatly uses an enthusiastic tone of voice.
“Hooray!” sets a lively and excited tone from the very start of this tweet. Oatly is clearly thrilled about World School Milk Day!
The phrase “We can’t find our invitation though” adds a touch of humour but maintains the positive energy by directly tagging @FAO.
The line “After all, it’s 2022, and kids in school deserve to be included” also helps keep up the momentum of energy, advocating for inclusivity in a spirited way.
And did you notice that Oatly used not one but three exclamation marks? This is a common trait of the enthusiastic tone of voice.
Matter-of-fact
This tweet from Stripe uses a matter-of-fact tone of voice.
The opening line, “Data migrations are now available in the Dashboard,” gets straight to the point, informing users about the new feature without any fluff.
They then go on to add detail, with “Securely copy customer and payment data between Stripe accounts” to specify exactly what the new feature allows you to do - very straightforward.
Even the use of the clipboard emoji is functional, underlining the topic of the tweet rather than adding any emotional flavour.
Like most of Stripe’s tweets, this one provides a direct, straightforward and factual announcement to demonstrate the matter-of-fact tone of voice in action.
Hi, I’m Oli West
For over 10 years, I've written copy for some of the UK's most successful startups and small businesses. I’ve led content teams and have developed multiple brand guidelines.
Countless times I’ve grappled and dealt with the common thread that unites all new companies: the challenge of building trust with a new audience.
A consistent writing style can help build trust, but many businesses don’t have a style guide in place.
I created CopyStyleGuide.com to help.
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