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To Tweet or Not to Tweet: 4 Things That Make Us Click on Social Media

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What kind of copy encourages people to share or like on social media? Good question. I’m glad you asked it.

Folks on social media engage with content for various reasons, but I have noticed some clear trends when it comes to copy.

 

1. Humor.

If you can make someone laugh, they’ll engage. The challenge here is that every brand voice is different. A joke that one brand can get away, another cannot. And while you’re making someone laugh, you also want to show them the benefit of your product or services, if possible. One brand that does this well: DiGiorno Pizza

DiGiorno Pizza humorous tweet

 

2. Identification.

What we’re going for here is the “that’s so true!” reaction. Also acceptable is, “This happens to me all the time!” And that’s just what they’ll write when they share your post. Here’s a post I recently retweeted from Bookshark, because, yes, they get me.

Bookshark: Social Media With Which You Identify
Bookshark: Social Media With Which You Identify

 

3. Inspiration.

As denizens of social media, we invariably share what inspires us. A recent post by Lifehacker drew me in (and invoked a share) with its simple, but significant message of self-improvement. And Trident Media Group pulls us into an inspiring story about a small, book-giving restaurant.

Lifehacker inspiring social media
Lifehacker inspiring social media

Trident Media Group social media inspiration

4. Human Endeavor.

As a species, we respond to the struggles of our fellow humans, whether they succeed or fail. It’s about the attempt and the obstacles we fight through. Really, this is the basis for all stories (and something in which I specialize). We all know that National Geographic has inspired people for years with its brilliant world-changing photography. But their Instagram account also does a great job with accompanying copy, telling the story that engages us, time

and again.

National Geographic tells a strong story on social media
National Geographic tells a strong story on social media
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