Social media users scan their feeds, so marketers fiddle with images to compel their target audience to stop scrolling. But bright pictures shouldn’t be the only hook for them to stop, click, and read.
Scrollers who catch sight of an image often go to the text to see what it’s all about. And if this content preview doesn’t motivate them to click to read more, the promotion endeavors are in vain.
These 10 tips can help ensure your social media content previews turns scrollers into readers of your full-length content.
1. Emphasize content’s popularity
This trick serves as social proof, an indicator that other readers found your content worthy of a click to read more. It also includes a component of FOMO – fear of missing out. Scrollers don’t want to miss content that others found truly informative and valuable.
By promoting a content piece as the best or most likable, shareable, or debatable resource offered, you’ll evoke curiosity and motivate them to see what all the fuss is about.
In this tweet, I promote an article, How To Deal With Cognitive Biases in Social Content, by introducing it as “one of my best writings of 2021.”
One of my best writings in 2021: 😍
How to Deal With Cognitive Biases in Social Media Content: https://t.co/johDya1T63
😊#socialmedia #content #SMM #strategies#marketing #psychology pic.twitter.com/Gckyn74v0i
— Lesley J. Vos (@LesleyVos) December 31, 2021
Honesty is critical here. Don’t use this tip to trick readers. After all, brand reputation matters far more than a few extra clicks on social media.
2. Mention a bonus inside the content
Tell your readers that a nice bonus awaits them in the article. These can be free templates, a list of the best blog posts of the year, or practical checklists on a topic.
Long story short, make them understand there’s an added value in your content. In this Instagram post, CoSchedule promotes an article about how to do a content audit. But it doesn’t stop there. It also mentions the inclusion of a template and checklist.
3. Add a humorous yet relevant picture
Technical or detailed content can be difficult to preview on social media. It’s challenging to convey terms and concepts in a brief format because of a few cognitive biases experienced when the brain sees too much information to explore or too much content to remember.
Appealing to humor and using picture-superiority effect can help. Complement the content’s meaning with a fun and attractive visual. You’ll smooth out its complexity and thwart those cognitive biases.
The example I shared in the first tip contains the funny giraffe visual to attract attention to the seemingly complex topic of cognitive biases.
If you don’t find the humorous route possible, an alternative to promote technical or detailed content is to use a bright illustration that will stand out in user feeds like this colorful rainbow and brightly dressed model to preview an article on social listening research.
4. Reveal the table of contents
Describe the main point of your article in a sentence followed by a table of contents. This writing trick works when simplified main point sounds too general or vague. It lets users see the details behind the topic to determine if it’s valuable and relevant to their needs.
In this social preview post, WordStream identifies the topic (types of emails to send in 2022), followed by a bulleted table of contents listing each type addressed in the full-length article.
5. Write as you would talk to a friend
Concerned about looking unprofessional and overly friendly, some writers make their previews too formal and impersonal. That type of content can make it difficult to attract social media users who scroll to find something interesting.
I’m not talking about being too personal, but you can take steps to be more conversational in your previews:
- Don’t use professional jargon, complex words, massive grammar constructions, and long sentences. Further proofreading and slight editing also will help polish the preview.
- Write as you talk. Imagine you are telling an interested friend about the content.
6. Use a citation from the content
You see this trick often because it works well. Write a preview for a piece by including a quote or citing a statistic from the full-length article. This social preview from the environmental company Jacobs includes a quote from the employee profiled in the article.
7. Answer the why-should-I-care question
This tip relates to the earlier ones, but I separated it for emphasis. In a preview, explain briefly why a person should invest their time reading your content. Maybe the author is a well-known expert whose opinion matters for the niche. Perhaps the information is structured in a convenient format. Perhaps it brings some extra freebies or other benefits. The point is to let the scroller know what’s in it for them.
In this example, Ahrefs promotes the reader-friendly structure (short and sweet) and mentions a new feature.
8. Tag well-known sources
If the author or sources are well known in your niche or globally, mention them in the preview. Make sure to 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. (It also indicates the content is authoritative.)
This preview from Digital Olympus identifies the participation of experts Winnie Sun and Jason Barnard for its weekly webinar.
Don’t miss a fresh episode of #KalicubeTuesdays!
🗓️ Today, 28th of Dec
⏰ 4PM (UK time)
— Digital Olympus (@DigitalOlympus) December 28, 2021
9. Mention a mind-blowing fact
You have a moment to hook social media users. Create a wow effect in the first sentence of your preview by using:
- Weird words or expressions
- Extraordinary insights
- Shocking information
- Exclusive facts
In this example, Semrush highlights that 7,000-plus word articles drive almost four times more traffic than articles of 900 to 1,200 words. (Now, that’s a wow!)
10. Speak directly
You know your buyer persona inside out. With their character traits, motivations, fears, and frustrations in mind, craft content previews so the reader would exclaim, “Oh, that’s about me!” and click to continue reading.
In this example from Elna Cain, she writes in second person: “Stop saying sorry in your freelance business! Are you always apologizing for not having the right niche, the right rate or the right type of writing? Stop saying sorry and say these instead …”
Stop saying sorry in your freelance business! Are you always apologizing for not having the right niche, the right rate or the right type of writing? Stop saying sorry and say these instead: pic.twitter.com/JVQO6WBHc8
— Elna Cain (@ecainwrites) January 11, 2022
Be ready for rewrites
Crafting effective social media previews for your content isn’t accomplished in a single draft. Use two or three of these tips to write several previews to publish on social media. Analyze the audience’s reaction to each to understand the most attractive preview structure and tone for this particular type of content promotion.
Cover image by Joseph Kalinowski/Content Marketing Institute
How is the Blockchain Shaping the Digital Marketing Automation Tools?
It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?
What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.
The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.
The Blockchain Is Creating a New World
The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.
The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).
Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).
How Digital Marketing Automation Tools Work
Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.
For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.
Prepare for the Future of the Blockchain Marketing
As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.
Below are some of the ways that marketers can benefit from using blockchain:
- Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
- Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!
Secure Digital Marketing Tool Designed on Blockchain
A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.
It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.
In general, blockchain offers marketers several benefits:
- It allows for better data sharing and storage than traditional databases
- It offers enhanced security features because there is no single point of failure
- It can help companies boost productivity by integrating both humans and machines
Blockchain Protocol That Ensures Safety, Security
Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.
Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.
This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!
By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.
It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.
The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!
Digital Technology Is Changing Everything
You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.
Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.
As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.
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