Social Media Marketing
Writing on Social Media
TL;DR: Skip the jargon. Write like you talk.
There are two friends of mine. Let’s call them Dave and Jean. Since both are marketers by profession, I asked if they’d recommend Canva — a design tool used by many businesses and individuals.
Here’s how Dave responded:
If you are looking for a product that’ll cut through the clutter, is relatively free, and gives you a host of options when it comes to illustrations, icons, photos, etc, canva is the best choice hands down. You may not be able to do cutting-edge work with it — you’d need sophisticated tools like photoshop or AI for that — but you’d be surprised by its efficiency in delivery remarkable results in a relatively short time.
Here’s how Jean responded:
Canva is awesome. I use it to create presentations and logos. Though I am on a free-tier, it’s never limiting and I get access to thousands of icons, photos, and illustrations. I’d recommend it to both designers and non-designers because you can create modern designs quickly, and on a budget. And that’s a big win for many!
Clarity over jargon
On social media, go for clarity over jargon. Write like you’d talk to a normal person. In the example above, Dave writes a tonne of jargon. It’s hard to read, takes time to process, and doesn’t get to the point.
Avoid that. Instead, pick clarity.
Just because people are on social media, doesn’t mean they have tuned out and changed how they process information. They are still wired the same way. Nothing has changed.
Yes, even the CxOs you’ve been targeting with your “transformational product that’ll bring a seismic shift in how they do business” are influenced by clear & concise communication, even if they direct you to do just the opposite at times.
I have learned this the hard way. In the initial years of my career, I wrote to sound fancy. I wasn’t trying to communicate. I was trying to justify how I was the right choice because I could…twist stuff.
Today, I know better.
Takeaway
In the game of social media — or heck, even in life — Jean will always win. Communication should entertain, empower, educate, or enlighten your audience. It should never confuse or complicate.
