Good Morning, Social Rabbit here with another guest blog from Jane Thomson – enjoy peeps
Packaging your content into tasty, snack sized morsels will increase the likelihood of it being read and shared across the web. But make sure you know which words to use – and which to leave out!
Social media is changing the way we consume and share content.
With more than 3 billion pieces of content being thrown at us every day from the web, our attention is getting harder to grab and we simply don’t have the time to read as much as we’d like.
So it’s no surprise to hear that what researchers keep finding time and again is that you need to package your content as short, snappy, snack sized morsels to increase the chances of it being read and passed on to friends and fans.
Less is more
When writing your content, keep in mind the old adage “brevity is the soul of wit”.
When it comes to Facebook, shorter posts (80 characters or less) get shared 27% more frequently.
And don’t get complicated. Simple language gets shared more too.
Posting short, relevant content 2 – 5 times per day on your fan page generates better engagement than just putting up a longer post a few times a week. But don’t over do it! Too many posts will start to annoy your fans, and you’ll find them leaving you in droves.
What about on your blog? Funnily enough, people just don’t stick around anymore to read your well researched 2000 word exegesis on the many uses of the hair-pin.
Stick to a guide of 250 – 600 words per article / post. Use an image to break up the text, and keep attention spans happy.
Shorter blog posts also have a much higher chance of people sharing them with their friends and followers on Facebook and Twitter.
If you have a topic you want to cover that requires lengthier discussion, then think about breaking it up into sub-topics and covering them in several articles or blog posts.
And don’t forget to use all the other copywriting tips I outlined in my last post to ensure your content stands out from the crowd.
Fire up your power words
So, if you’re only going to use a few words – which words should you use? Which are the POWER words that are more likely to increase the chances of your content being shared?
We copywriters are always looking to use “power words” wherever we can. Words that we know are clear winners when it comes to engaging our audience and triggering the response we’re after.
While there are many power words that can be used for different purposes, the BIG 4 POWER WORDS used by a copywriter to engage readers are:
Dan Zarella, the Social Media Scientist (yep, that’s his real title!) at HubSpot, did some fascinating research looking at which words were most likely to be shared on Facebook.
Obviously, with so many Facebook users from the USA, the data is a little skewed towards their preferences! (Obama?!) But what’s really interesting is that two of our big 4 still feature prominently – How and You.
He also looked at which words you shouldn’t use!
What’s fascinating here is that tech-speak doesn’t go down too well with most Facebook users. Leave these out! (Unless you’re fans are all tech geeks!)
Don’t forget about email
If you’ve got a little more to say than can fit into just a few characters, then don’t forget about email. Email is still 38% bigger than Twitter. People still share content via email, and even more interesting, they tend to share it with their closest networks and place more trust in email over online social media.
To ensure your content gets shared online remember that less is more. Write tasty, snack sized morsels filled with words known to engage and be passed on.
Jane Thomson is an SEO web copywriter and digital communications specialist – and the owner of copyriting agency Read Write COMMUNICATE. For more tasty tid-bits of copywriting wisdom, head on over to her Facebook page.