Writing clickable social content is one thing. Doing it without resorting to clickbait is another. Here, we share seven ways you can make your social content more clickable, provide clear value to readers, and compel them to click through to your website.
Know Your Audience
Your audience is made up of real people with real needs, real goals, and real time constraints. Before you can speak meaningfully to them, you’ve got to understand who they are so you can tailor your content appropriately. Every post should answer the reader’s first question, “What’s in it for me?”
Talk to Your Audience
This is a simple one, but it’s often overlooked. Write to your audience. Talk to them using words like “you” and “your” and make sure your message has a personal tone. You’ll make your content more accessible and readers will be invested in its message right from the get-go.
Citing a surprising fact, statistic, or quote is a great way to build curiosity — people always want to know more when they discover something that goes against their expectations. Asking a question is another great way to arouse curiosity. But be sure you’re framing the question with context that’ll tell the reader what they’ll find when they click through to your site.
Use Simple, Active Language
Remember that people generally scan online content without giving it an in-depth read. The same holds true for social media networks — people are simply looking for something to catch their eye. Use simple, clear language and you’ll increase your chances of catching attention long enough to generate a click through. In addition, be sure to use active sentences to keep the sentence structure simple and easy to understand.
Include a Call to Action
Providing your readers with compelling content is only part of the equation. You’ve got to ask them to click through to your website or sign up for your newsletter. The best calls to action give readers a clear idea of the action they should take and why doing so is of value to them.
Tailor your content for each social network. For example, Facebook allows you to edit headlines and link excerpts. “Best of” articles work well on LinkedIn. Twitter no longer counts links and images toward its 140-character limit. Instagram only allows for clickable links in bios. Vertical images work best for Pinterest, especially mobile users. You’ll want to be well-versed in these quirks and tailor your message accordingly.
If you remember nothing else, remember this: there’s nothing more clickable than social content that offers a unique, compelling value for readers.
J. Fitzgerald Group is a full-service traditional and digital marketing communications firm based in suburban Buffalo, N.Y.