Writing is an art.
But there’s some science involved when doing it for social media.
For example, I was just scrolling through my scheduling tool when I saw this post about to go out on Threads:
“Something I’ve observed in successful people is that they don’t let the discomfort of uncertainty paralyze them.
They accept it, take action anyway, roll with the punches, pivot constantly, play an infinite game, and eventually reap the rewards.”
I found myself editing it and thought it might be helpful to explain what I changed – and why.
Here’s what the post looks like now:
“Successful people don’t let uncertainty paralyze them.
Instead, they:
- Accept it
- Take action anyway
- Roll with the punches
- Pivot constantly
- Play an infinite game
…and eventually reap the rewards.”
This new version is much more likely to get engagement.
Why?
It’s clearer, punchier, more concise, and has lots of white space.
The first post sounds nice.
This one looks nice.
And that’s important when trying to grab someone’s attention.
When people scroll and see a wall of text (especially from someone they don’t know/follow), they’re unlikely to stop and read.
And on social media, a “wall” is basically a sentence with more than a few words.
Instead, invite people in with a good hook and scannable copy.
My best-performing text posts have had 3 to 5 words per line and a bullet-point format.
Your high-school English teacher wouldn’t approve.
But that’s okay. The point is to get someone’s attention.
And to do that, you need punchy, incisive content.
The takeaway:
- Short sentences.
- Simple language.
- Bullet points when possible.
- White space.
Combine this with a good idea, and you’re on to a winner.
For help on the ideas front, check out the Daily Content Machine (code DCM50 at checkout gives you 50% off – but only to the first 50 people who use it).
