Facebook waffle just killed your content

The hard work starts when your fingers hit the keys and you begin crafting a winning intro, moving on to a masterpiece of a middle and then finishing off with the best ending ever.

But it’s not just about the words going up on your website, you also need to think about how you are going to get people to see them.

I keep seeing posts on social media that are badly written, are too long, or have nothing to do with the actual content.

But why does this matter?

Well the short piece of copy that you post on social media is just as important as the writing on your blog. It acts as a sales pitch to intrigue the reader, encouraging them to click through to read more.

Before adding a bit of waffle to your post because you think it sounds good, think about how it will work for your audience and what they are interested in. Click bait can work if it’s done well, but if you are just writing something for the sake of click bait, people will see through this, get miffed and go elsewhere.

Key tips

1. Keep the copy short and concise so that it captures the reader within a few seconds. After all, technology has reduced our attention span to 8 seconds, which is 1 second shorter than that of a goldfish.

2. Think about the words you use in this social copy. If you are posting from a brand page and want to keep a neutral opinion, phrases such as ‘better than’ or ‘x wins over x’ could mean you are siding with one part of the story over another.

3. Negative statements are good when used correctly, but remember to add something that relates to your content and make sure the argument is balanced out within the full article.

Making sense helps

4. If you are not sure, check the meaning of words before you use them. Chronic can be confused with acute and compose with comprise. Have a look at this great article from the Guardian for more examples.

5. A funny post can gain lots of attention, but If you are going to use humour in copy, run it by someone to get a second opinion  or even better, a LOL.

6. Make sure you read over the copy a couple of times before you click POST. This will minimise the risk of spelling mistakes or typos. Even better, if you have a sub editor or proof reader in your team, get them to have a look over it.

7. If you are using an image to sit alongside the copy. Make sure it’s relevant and doesn’t include anything that could be misleading or may upset your readers.

Images are often the first thing we spot before we even read the text so they are just as important. Remember ‘less is more’ at times.

Example taken from Woolworths Facebook page


If you have any examples of great posts! Please leave a comment below.

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