With the advent of Social Media reaching vastly different audiences has never been easier. However, the simplicity of these platforms should not be taken for granted. To get the desired action, whether it be a ‘Like,’ ‘retweet’ or a click to purchase, you must respect your readers and the medium they are reading to become part of their world. As an entrepreneur, Gary Vaynerchuk states “People think differently when they are on different platforms.” If you are trying to entice a reader to interact with your post you must speak to them in the context of the medium they are viewing.
To illustrate this point, I’m going to dissect three different social media posts that all lead to the same action- a click to read an article about sleep and technology. Each post contains different text and visuals tailored to speak to the different audiences on Twitter, Facebook, and LinkedIn.
With its 280 character limit, Twitter is all about quick bites of information. The typical user is looking for news, information, or an energetic conversation. The post above uses a riqué image with the purpose of slowing the reader down. The tweet: “What’s more important to take to bed: your phone or your partner?” Hint: your partner will do a better job of helping you get some rest.” is an invitation for the reader to comment and to click to read more. The weight of this post is heavier on the text which is better suited for the Twitter audience.
If Twitter is your newspaper then Facebook is your playground. It’s where your friends and family go to keep up with what’s happening in each other’s lives. The best approach to connect with the Facebook reader is to share something personal and relatable. To garner more engagement, photos or videos are a must. Adding a photo filter or quirky stickers also helps the visual stand out more. The sample post quickly tells the story that I’ve struggled to sleep which is relatable for many. It’s written in a way I would talk to a friend; it also includes the excitement of a conversation with the added exclamation point. The letter ‘Z’ animating across the image is quirky and is intended to grab the reader’s attention. Unlike twitter, the focus is on the relationship with the reader and sharing something personal. There is also a greater emphasis on the visual.
Instead of entertainment, LinkedIn offers real networking solutions. The primary audience is someone looking to build business connections or advance in their career. The post above speaks to the stressed out, overworked business person. It works to teach them there is a better way to increase productivity. The idea of sleeping more to be more creative is potentially something many may not have considered before. The visual is relatable in that many people check their email before bed thinking they must be connected at all times. Because the post is not trying to sell or tout a successful business move, it works to stop the reader from scrolling and take a minute to think about their health and well being.
Compared to Twitter and Facebook, the post takes a more serious tone. The text and the image are more professional and the benefit to the reader is to improve their lives.
Even though each post speaks to the importance of sleep, each is reframed for the appropriate audience. The same article can help a journalist, and business person, and your friend. The key is to create a compelling social media post that with getting them to jump from their preferred platform to an article on a different site. By writing in the world they are currently in, I can relate to other readers and coax them into taking the action I want- to read my article.
