Kseniya I. Content Marketing Expert

How to work with texts in social networks

How long should the text be, are AIDA creative techniques useful, and what to do if the text does not touch the audience? We will tell you how we work with the texts in social networks.

How to use creative text techniques in SMM

There are some text writing techniques in marketing that have moved to SMM, they are AIDA, 4U, PMHS and others. The principles of their work as follows:

- grab the attention of the audience;

- delve into the problem;

- suggest a solution.

For beginner SMM specialists, creative techniques can be useful. They help to orientate the topic, not to indulge in lengthy discussions and to make messages shorter.

But if we are talking about efficiency, the schemes themselves do not guarantee one hundred percent success. In addition to the ready-made text structure, there is also the text itself. Its quality is affected by:

- TOV and vocabulary from the author’s side;

- perception, habit and demand from the readers’ side.

If the topic and idea of ​​the text does not fall into the target audience, no scheme will save it from failure. The template scheme is a tool, not a starting point. If you create text and know what needs to be conveyed to the audience, then 4U and other techniques will help to structurally present the idea. If there is no topic, and the understanding of the audience is foggy, grounding on a creative technique is not a good idea. It may happen that the audience will read the post and think “oh, it’s advertising again”.

There are no magic words, putting them in the right order to get the perfect post. But there are working rules that help generate content.

How to choose a topic for a post

When you study your audience and follow their interests, you will understand what topics will be interesting and what will be left without attention. But if there is still no topic for publication, then you can:

- use Google Trends to see popular queries;

- check topics on competitor accounts;

- read comments and reviews.

The latter method can give content topics months in advance. Even if you have no activity on your account yet, you can always look at popular posts on other accounts and check the comments, what they ask, how often, whether the requests are repeated.

How to write a post

After choosing a topic, work on the text begins. The process is individual, but for medium and large texts, you can do this:

1. Write down every position, fact, detail, and thought that needs to be revealed in the post.

2. Then logically build all these provisions: where to start, what is the main topic, what conclusion you need to come to.

3. Gradually, a general plan is being assembled so this will be a “skeleton” on which content is built up: you add sub-items, go into details.

As a result, according to such a detailed and structured plan, it is easy to write a text.

How to come up with a title

You can come up with a title after writing the post. Magazine headlines are good examples. You can get inspired by them as they often use jokes, puns on covers and large page spreads.

Another approach is to use the first suggestion. The main thing is that it briefly reflects the essence of the post and attracts attention. To do this, you can add intrigue, a joke, a pun, or some kind of current event to the first sentence. You can also start sorting through in your head some references, famous phrases, mainstream situations that relate to the target audience. Further, after the first sentence, you can already show some kind of expertise, tell and explain. But in the first sentence it is better to add some intrigue.

How to check and improve text

If there is no editor or senior social media manager, you can check the text yourself and find problem areas.

Technique "Voice". Often, when you create a text, at some point you become so involved that you stop looking at it as a reader. As a result, you can no longer understand whether the reader will be interested in the text, whether it will be clear to him, whether it will be difficult to read or not.

Read the text of the post in a loud voice or whisper. Where the voice stumbles, stops or rereads several times so these are the problem areas of the text that need to be corrected.

End Reading Technique. SMM managers often write 10 posts per hour and lose their concentration, so it is better to double read the texts. If you cannot focus, you can read the text backwards from the last sentence to the first. So you move away from the meaning and your brain will not complete the wrong sentences, in which there is an error, a typo or an extra word.

How to work with attention

Posts are often divided into entertaining, selling, engaging, and then mixed in certain proportions, trying to find the perfect combination. Content categorization is also a tool that puts thoughts in order. When there are a million ideas in your head, but you can’t materialize them into a specific text, examples of posts can be useful.

But in general, all this division into selling, entertaining, involving, expert is conditional, because one flows into another. For example, let's take an expert's page. In most posts, an expert demonstrates the skills, knowledge, tips and experience. This is how the expert sells himself, and it turns out that expert content in his case is selling.

Content is more often work with attention, and attention in particular is affected by volume. It can be divided into 3 types of attention work: attraction, retention, clarity.

Grab attention and get things done quickly

These are usually selling texts and challenges. We have a specific offer to the customer, now we need to somehow hook him and convey the benefits. Short texts are suitable, which rarely use storytelling, slow engagement and gradual disclosure of the topic in the “intro-action-climax” type.

The simplest scheme for attracting attention is arranged like this:

- we catch the audience with a bright phrase or headline;

- go to the essence of the proposal;

- call to action.

Hold attention

Personal posts with storytelling works. For example, bloggers tell their life story. This is such warm-up content when you are not directly selling anything, but your task is to make sure that the text ends before the user's attention.

Goal: to get a person hooked on your account due to such texts and wait for new posts and stories. To do this, you need to use the maximum number of emotions. We give real life examples, describe sensations, colors, details and add a real picture to the text so that the reader imagines everything you write about. And here you are not particularly limited in length, because our task is to tighten.

Give clarity

Most often they use expert blogs or company accounts. It can be infographics and answers to specific questions.

Purpose: to lead the user from a question to an answer as quickly as possible. Here you need to understand what specific request a person has, give an answer and clear it of unnecessary details. Because the task of such content is not to work with emotions, but the most understandable answer with examples that will not leave questions behind.

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