7 Key Strategies For Writing Content On Social Media

By Author: Wiki Miki
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Let's be clear in advance: This post is not about the clickbait that dubious practice of click-threading, hiding information ("you'll never believe what happened next") or misleading readers ("you'll lose 30 pounds eating this strange food!").

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Instead, it's about creating quality content on social media that provides clear value and forces readers to click on your website or blog to continue interacting with you and your brand. Here are seven key ways to make your content more clickable.
1. Provide clear value to the right readers
Your audience is made up of real people who have real needs and goals, and who they are, let's face it, probably ...
... pressed for time. Before you can speak meaningfully to them, you need to understand who they are in order to adapt your content and help them solve their problems or even improve their day.
Why should they click to read more? You cannot tell them if you have not done the research to answer that question clearly and honestly.
Make sure your social media message answers the question "What do I earn from it? What benefits will readers get from reading your content? What problems can they avoid? Deliver a tangible benefit tailored to your most valuable potential readers.
2. Speak directly to your audience
An easy way to connect with readers is to write in the second person using words like "you" and "you."
Think about it: Are you interested in how companies can improve their conversion rates, or how they can improve their conversion rate? By making it personal, get potential readers to invest in your message from the start. Always ask yourself if your message feels attractive enough for you to click on it, even if you didn't know how awesome the linked content is.
3. Create curiosity
Curiosity may have killed the cat, but it can bring a social media post to life.
Asking a question is an easy way to spark readers' curiosity and make them wonder how much they have to learn about a topic. But be careful with this technique, as a question in a headline can cause your message to be marked as a clickbait if it doesn't provide any context about what a reader will actually find when they click through to your site.
Citing a surprising fact, statistic, or quote is another great way to generate curiosity, as people have been shown to be curious when they discover something that goes against their expectations.

4. Use simple language and active voice
Some of the original research on how people read online shows that they don't actually read at all - they scan.
People approach their social media in the same way, scanning instead of reading word for word, waiting for something to catch their attention, or holding their thumb up, in the mobile world. Using clear and simple language is the best way to get followers' attention long enough to encourage them to click to read more.
Never use a three-syllable word (like "use") when a one-syllable word ("use") works. Always use active (and not passive) sentences to keep your sentence structure simple and easy to understand. If you need help improving your writing on social media, check out our post on resources for non-writers.
5. Include a call to action
It's an easy thing to overlook, but if you want potential readers to click through to your content, it's a good idea to ask them to click through to your content. That request is a call to action.
6. Make your content easily sharable
Research shows that most article clicks come from posts shared by friends and contacts, rather than publishers. That means that your most viewable social media messages can be written by people you've never met - your readers and fans.
Use social sharing buttons so that others can easily share the content of your website on their own social media channels to increase the traffic of your referrals.
7. Optimize for each social network
While the above strategies are universal, there are some specific aspects that must be considered for individual networks.
Facebook
Did you know that by posting links to Facebook, you can edit the headline and extract extracted from the metadata? Just click on the text to change it. Check that both components follow the principles of this post and are not cut.
Keep in mind that excessive promotional messages do not go well on Facebook, so avoid phrases like "buy now" and "buy now".
And just in case you're tempted, keep in mind that the use of shady clickbait techniques is particularly damaging on Facebook, as the algorithm causes the clickbait to be at the bottom of the news feed. Focus on honest engagement using the strategies in this post instead.
LinkedIn
Internal data from LinkedIn shows that messages linking to "best of" lists get 40 percent more amplification, putting your content in front of more eyes and increasing your potential number of clicks.
What types of numbered lists could you create to share on LinkedIn?
Twitter
Images and links no longer count for the 140 beautiful characters in your Tweet. Since Tweets with images or videos receive three times more engagement than Tweets with text only, you should now include a compelling GIF, image or video with each Tweet to maximize engagement and clicks.
Instagram
The only place where you can include a link about organic Instagram content is in your bio. That means that while it's a great network for engagement, it's challenging for clickable content, but it's not impossible, as long as you regularly update the link in your bio to target your current content or campaign.
Pinterest
Vertical images take up a lot more space in Pinterest results and make it easier for Pinners to attract attention, especially on mobile devices, so portrait-oriented pins can be used to maximize clicks.
Now that you know how to speak directly to your audience and optimize your content for each network, you are well equipped to show potential readers exactly how your content can deliver unique and compelling value. Because, after all, there is nothing easier to click than that.

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