How To Write Engaging Content Previews for Social Media

Users of social media generally do a quick scan of their feeds to see what is of interest and what grabs their attention. Therefore, marketers often edit their posts to include interesting and engaging images to make them more appealing and motivate their users to click on their links. However, it’s not all about the images and we’ve put together some top tips on how you can ensure that your social media content previews turn scrollers into readers who engage with your brand and turn browsing into purchasing.    

Promote your content’s popularity

By promoting a content piece as the most likeable, shareable or even controversial, you’re evoking curiosity in your reader with almost a fear of missing out.  Don’t try to trick your readers, ensure your content is honest and remember your brand reputation is paramount so don’t do anything that could damage it.  

Bonus content

Entice your readers with bonus content! In your preview include a link to further content, such as free templates, downloads, practical checklists or magazine editorial. By including further bonuses in your preview you are giving your readers instant “added value” which will help them to connect with your brand.  

Humour and relevance

It can be very difficult to preview technical or detailed content on social media. Our brains don’t always engage when there is challenging or too much information to convey so it’s important that we address this. One of the ways can be to include humour to instantly engage your reader with a fun and attractive visual. By doing this you’ll smooth out its complexity and diminish those cognitive biases.

Table of contents

A good way of keeping it simple is to describe the main point of your article in a sentence followed by a table of contents.  This works as it allows users to see the details behind the topic to determine if it is valuable and relevant to their needs.

Write how you talk to a friend

Sometimes previews can be too formal and impersonal due to the writer being concerned about looking unprofessional and overly friendly. This type of content can make it difficult to attract social media users so consider writing as if you are talking to your friend about the content. Cut out professional jargon and complex words and simplify your preview so that it’s instantly comprehended.

Citation

Include a quote or a key statistic from your full length article. This works as it instantly draws the reader in and encourages them to want more.

Why should I care?

Explain briefly why a person should invest their time in reading your content. This could be because its niche content from a well-respected author or  because it includes free resources, guides or templates. Whatever it is always consider what’s in it for them as by doing this you have a far greater chance of them clicking further to engage with your business.  

Tag Tag Tag! 

If you are using a well- known author in your content, mention them in your preview and make sure you tag them too. The preview will grab your audience’s attention and may be shared by the author or source so their followers can see it too.

Create a wow!

It’s important to hook your social media users instantly so try to create a wow effect in the first sentence. This could be anything from exclusive facts, interesting insights, shocking information or strange expressions! All of these will make your user want more – so give it a go! 

Direct speaking

If you know your buyer persona inside out write with their character traits, fears and frustrations. Get into their mindset so that they instantly recognise that the post is about them and what you are offering can add value, so they will keep reading! 

Rewrite your content

It isn’t always easy to write effective social media previews in a single draft. Therefore, write several using some of the hints and tips we’ve discussed to see which work best. Evaluate your audiences reaction to your previews and establish which ones you are getting the most traction and engagement from – and then you’re onto a winner!

If you’d like help with your content – get in touch!