9 Guidelines for Writing Engaging Social Media Content Previews

Marketing professionals manipulate graphics to persuade their target audience to stop scrolling on social media since people skim their feeds. Bright images alone shouldn’t be enough to get people to pause, click, and read.

When scrollers encounter an image, they frequently read the text to learn more about it. And the promotion efforts are useless if this content preview doesn’t compel readers to click to read more.

1.Stress how well-liked the content is.

This tactic acts as social proof, showing that other readers thought your article was worthwhile enough to click through to read more. Fear of missing out, or FOMO, is also a part of it. Scrollers don’t want to miss information that other users consider to be very insightful and worthwhile.

You can pique people’s interest and encourage them to find out what all the commotion is about by marketing a content item as the best, most appealing, shareable, or controversial resource available.

Here, honesty is essential. Don’t try to deceive readers with this advice. After all, a brand’s reputation is much more important than a few additional social media clicks.

2.Mention an incentive within the text.

Inform your readers that the piece contains a pleasant bonus. These may be cost-free templates, a rundown of the year’s top blog entries, or helpful checklists for a certain subject.

Make sure they recognise the increased value in your material, to put it briefly. In this Instagram post, CoSchedule advertises an article on how to do a content audit. But it goes further than that. Additionally, a template and a checklist are mentioned as being included.

3.Include a lighthearted but necessary image.

It can be challenging to preview technical or in-depth topics on social media. Because of a few cognitive biases that occur when the brain is presented with too much information to explore or too much content to recall, it can be difficult to communicate terminology and concepts succinctly.

Using the picture-superiority effect and adding comedy can be beneficial. Include a pleasing and entertaining image to enhance the meaning of the information. By simplifying it, you can avoid these cognitive biases.

If you’re unable to promote hilarious content, another option to draw attention to technical or in-depth content is to utilise an artwork that stands out in user feeds, such as this rainbow of colour and the vivid model used to preview an essay about social listening.

4.Display the contents page.

Give a brief summary of your article’s main points before including a table of contents. When the core idea is condensed yet still seems too generic or nebulous, use this writing technique. Users can examine the topic’s details to decide whether or not they find it useful and pertinent to their needs.

5.Write in a conversational tone.

Some writers make their previews too stiff and impersonal out of concern that they will appear unprofessional and overly warm. It may be challenging to draw in social media scrollers who are looking for exciting content with that kind of information.

You can take measures to make your previews more conversational without becoming too personal:

  • Avoid using formal language, difficult terminology, elaborate grammar structures, and lengthy sentences. The preview will be polished by additional proofreading and mild editing.
  • Write while you speak. Assume you are discussing the information with a friend who is curious.

6.Use a content citation in your writing.

This method is widely used because it is effective. Include a quotation or a statistic from the entire article when creating a preview for a piece.

7.Provide a why-should-I-care response.

The reason I separated this suggestion from the others is to emphasise it. Briefly describe in the preview the benefits of reading your material for the reader. Perhaps the author is a well-known authority whose viewpoint is significant for the market. Maybe the way the information is set up is practical. It might also provide extra perks or other advantages. The purpose is to make the scroller aware of the benefits.

8.Mention reputable sources

Mention the author or sources in the preview if they are well-known in your industry or internationally. Be sure to tag them as well. The preview will captivate your viewers, and the author or source may share it so that their followers can see it as well.

9.Speak truthfully

You are well-versed in your buyer persona. Create content previews with the reader’s motives, anxieties, and character traits in mind so they will exclaim, “Oh, that’s about me!” and click to continue reading.

Be prepared for revisions.

It takes more than one draft to create a social media preview that effectively promotes your content. Use two or three of these suggestions when composing long previews for social media posting. To determine the most appealing preview structure and tone for this specific type of content promotion, consider the audience’s response to each.