You want your social media content to be converted.
The problem is that all of your competitors want the same thing. Over 90% of American companies with at least one social media profile have never been so difficult to attract users and make them loyal followers.
In 2020, when users don't trust ads and social media engagement becomes a key metric, consider alternative ways to stay up to date on algorithms and user mood changes. Your secret weapon here?
Users come to social media to get a positive emotional response to content that corresponds to their values. So focus on your needs rather than your product. deal with the branding of social media stories they want to click on.
Here are some writing tips about it .
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"The pen is more powerful than a sword"
There are many forms of embedding content, and most of them are about visual and interactive elements to attract attention in today's world of content shock and short attention spans. In this sense, marketers forget one of the most powerful tools to trigger emotions among consumers:
In 1839 the English author Edward Bulwer-Lytton nailed it: "The pen is more powerful than a sword" which indicates that written language (ie the power of an independent press) is a more effective tool than violence is. This statement has not yet expired in 2020:
Suitable and tailor-made words can promote the desired action by people. Today we know this tactic as an "emotional narrative" that creates sales content and social media stories with certain lexical and style elements to sound more compelling and personal.
Write your Facebook posts or Instagram subtitles in mind, and the rapid engagement will not be long in coming.
Appeal to instincts
According to psychologists, we react to social media content (click, like, or share) when it serves as a reflection of ourselves or the way others should perceive us.
68% do this to "give people a sense of who they are". 69% do this for self-realization. 84% do this to inform about topics that are important to them.
In other words, people click and share the content that corresponds to their unconscious needs. These needs are also known as basic instincts and are three:
This instinct is about physical well-being: nutrition, health, safety, safe environment. Any content that contributes will appeal to the audience. (Have you ever wondered why food and fitness blogs are so popular?)
How do I write social media stories with this instinct?
Even if your brand is not about food or health, you can use in Posts so-called "tasty" words: "tasty", "juicy", "sweet" etc. Incidentally, many blogs combine their topics with something "delicious" to attract more attention from readers.
Do you need examples of social media content?
This is the most powerful and it is about attraction and seduction. Give the audience social media content about people, adrenaline or connections – and they'll respond.
This instinct could be responsible for why we react better to human photos and, incidentally, double website conversions!
How do I write social media stories with this instinct?
Use lust words such as "sensual", "kiss", "naughty", "passionate" etc. Sure enough, support your text content with high quality graphics . attractive and fascinating for users to click.
But it is obvious that you have to remember your brand nature. Know your audience and make sure your tone and lexical elements reflect their values and the mission of your brand. Stay authentic.
This is the instinct of connection, action, social role, status and consent. People yearn for fame and success, albeit subconsciously, and give them content that proves that they are fantastic .
How to do it:
Invite them to act and create the illusion of presence with your content. This is the reason why interactive content is becoming increasingly popular: it fulfills our need for action. Tests, quizzes, competitions, freebies, slides (carousel) – they all work.
Use only short sentences and active verbs when describing the idea behind your social media content.
Help them find answers. Users respond emotionally to content that solves their problems so they can get better and interact successfully with the world. Help them by writing about lifehacks, strategies, tools, tips, secrets and insights.
Show that they can. Most people believe that they are different from others and can do everything. The tiny detail: you're looking for easy ways to do this. So write in your social media content about "You can do it". Show the audience that they can succeed.
(Have you ever thought about what all the headlines with "easy", "quick", "easy" and "if you are not an expert / designer / writer / etc." have made so clickable?)
And this is how it looks on social media:
Try a pinch of neuro copywriting
You may have heard of this writing instrument before:
First explained by legendary copywriter Joe Sugarman as "the ability to mentally process the information and transfer it onto a piece of paper to sell a product or service," it is about the psychological effects of certain words and sounds for them human brain.
In other words, You write certain words in a specific order to create what are known as mental hooks that get into users' heads and make them react.
Yes, it may sound a little creepy, but it's not as bad as it seems.
Social media content is about Neuro-Copywriting:
Convincing headlines with odd numbers, sentences with useful adjectives, questions and quotes for readers, stylistic devices such as repetitions, metaphors and contrasts, active verbs and transitions, data-supported content, possibly negative metalanguage to address the dominant human motivator (it is afraid of Loss, failure or lack of something valuable) and trigger them to act.
Okay, another one for confirmation:
Another little detail that you can use here to go further is choosing certain phonemes for your short social media stories to trigger desirable emotions and associations. It is the theory known as phonetic semantics, which claims that every sound has its meaning. So if you combine them in certain orders, you can influence the perceptions and emotions of the users.
In plain text you will “see”, “hear” and “feel” your words.
The / r / here is for movement and activity. And here go / g / and / l / responsible for smoothness, gloss and brightness:
Other phonemes and their meanings (associations), for your information only:
/ i / / ee / – small size, tenderness. / b / – round, large and loud. / gl / – shiny, smooth, bright. / o / / u / / e / – powerful, powerful, decisive. / mp / – Force. / l / / n / – soft, gentle.
Telling stories (yes, again!)
I bet you've heard it countless times:
Storytelling is convincing because it is not about data, but about experiences and feelings. People don't keep information with cold facts. 70% of the information comes into the brain through stories and 95% through emotions.
In other words, if you want social media users to listen to your marketing message, tell them a story. For companies, storytelling is a combination of marketing and fiction, an opportunity to build a brand identity, and a personal connection to customers.
The power of storytelling in business helps consumers see the world through their eyes. (Have you ever wondered why Instagram stories and video marketing are the hottest social media trends?)
Stories get attention, get involved, trigger feedback, help users remember you, and motivate them to follow you. And for stories to affect you on social media, you have to be specific :
Focus on stories that reflect your brand nature. Think stories that reflect the way users should perceive your brand.
How do I write stories on social media?
Be precise. Yes, long reads are popular now, but that doesn't mean users will be ready to look at your story as soon as they notice it scrolling. You'll see the first two or three lines to decide whether you want to see more. So here we go to the next tip:
hook from the start. Make the visible part of your social media story stand out, or even raise your eyebrows: a question, a strange word, a controversial fact, or a quote – anything that can help create a wow effect achieve that users cannot get past.
Think of the structure: Every story needs a hero (you, your brand, or your product, or your customer who, thanks to your product, solves a problem) and an action with a set up narrative arc and Conflict resolution. In addition, your story must relate to the real world so that readers can recognize each other there.
This "Aha!" or "So True …" moment is what makes users like, comment, and share your social media stories. It is about the combination of emotional content that is supported by impressive images.
Storytelling on social media is not just about long texts. Look at different genres:
Share a personal story. Post interviews with niche influencers in podcasts. (It's storytelling in dialogues.) Think of video storytelling. Photo storytelling works too!
The golden rule for storytelling is "One story = one idea". Think about why users may need your story and how they can use it, and add it to your work plan for implementing your social media content strategy.
Let them see your social media posts
While boring facts or statistics fonts don't work on social media, you may want to think about putting your message there in words that users can use to see, hear, smell, taste, or even feel your content.
These lexical elements are known as sensory words which are best described and categorized by Henneke Duistermaat. As she says, "using sensory language can help captivate your audience" and "add boring content to personality and taste, and help you stand out in a sea of gray voices that all sound the same."
Nice, isn't it?
Henneke speaks of sensory words as such that describe "how we experience the world".
They refer to our five senses:
See, define colors, shapes and appearances. Hear, describe or imitate noises. Taste and smell. Touch, define textures and abstract concepts. Movement that are active words that describe movement.
To make your social media posts more visible, you should also write tricks such as:
Write a message in the visual element of your post. When you scroll through their feeds or explore pages, users see pictures first. So why not use text images (quotes, notes, infographics, etc.) to get their attention and communicate your message immediately?
Incidentally, text images are one of the top Instagram trends in 2020. Rumor has it that they are more appealing than traditional images and generate more likes and comments.
Use emojis if relevant and acceptable for your brand voice and tone. Adding spaces and line breaks (periods or emojis also work here) for better visibility. Create a motivational CTA for every post you post on social media, especially if you use Facebook or Instagram for product advertising. Tag Your fellow brands, niche influencers or followers whenever appropriate.
In a word
All of these are tiny details that a user won't even notice when reading your social media story. And that's the way it should be: it doesn't sound or seem like anything special, but it is still appealing enough to click or share. It's about pure engagement that reflexively influences the social media audience.
That doesn't mean you have to go the extra mile and combine all of these writing tricks in a single post. Everything is good if it is in the right place and at the right time. So try to compare, analyze, listen to your audience with their vulnerabilities and needs, follow your brand mission and nature – and stick to tactics that work best for you.
And yet it is always worth trying something new. Correct?