Before the user goes to read your material, he will pay attention to the announcement. An announcement is short, enticing information about an article. It is usually posted on social media.
If you cannot interest the reader with the announcement, then no one will open your wonderful material. In this article, we will tell you how to write an interesting announcement that you cannot pass by.
If it is easier for you to perceive information by ear, then watch a video on this topic from Zhenya Kryukova.
Emphasize that this is the coolest article
By using this method, you show the reader that other users have already rated the material. None of us wants to miss out on something really good. Therefore, this method will definitely attract attention.
As an example (hereinafter) – an announcement from our VKontakte public.
Here we have emphasized that this is the most discussed article on our blog. Perhaps it is important to note that we were not cunning. It really was the most talked about material. Here is a link to it, suddenly you’re wondering.
With the help of the announcement, we told about the article to those who have not seen it yet, and reminded about it to users who participated in the discussion and could return to the site to read other comments. In general, the strategy worked.
Tell us about the bonus at the end of the article
Tell your readers that there is a nice bonus at the end of the article. These can be free templates, a selection of the best articles of the year, or articles on a specific topic. In general, show that after reading this material, the user will definitely remain in the black.
Three great examples from our group:
Convey the essence of the article with a cool picture
Try to capaciously convey the essence of the material, complementing it with an attractive visual. This technique is especially suitable for technical articles that are really useful.
A cool meme can act as a visual.
But make sure it is really funny and understandable. To test your hypothesis, you can show the meme to colleagues, preferably from different departments. This will give you a wide sample of people who may not be related to the topic at all.
The second option is just a bright and beautiful illustration.
It should be a photo or picture that will definitely break out of the feed of potential readers and attract their attention.
The last option is a real photo of the author of the article. Not in the sense of his portrait, but a photograph with which the author illustrates the material. This is especially true for stories. Imperfect footage can also attract your potential readers.
Submit the table of contents to the announcement
Describe the main point of the article in two sentences and add a table of contents to it. This works in cases where the topic sounds pretty general, the person does not understand if your material is really useful. The table of contents will answer this question.
Tell us the most important thing from the material, but in the format “as a friend”
Often people who are just starting to write ads for social networks make them dry and impersonal. If such a person is orally asked to tell about the material, then he will very easily tell about the pulp itself, the funniest, most important or interesting in the text, and tell why it should be read at all.
We have a great anti-example. We posted this announcement in our group in 2014:
What does he mean? Why would a user read this material? There are no answers. Therefore, this announcement is bad.
A few recommendations for those who want to write easily and lively:
- Refuse heavy structures such as: “despite the fact that”, “contrary to popular belief”, “we consider it important to emphasize”, “material telling how”, etc.
- Try to write as you speak. You can sit down and try to describe the article the way you would tell a friend about it, and then slightly edit the resulting text.
- Write in short sentences. This does not mean that you need to separate one thought from another with a dot, but it is still not worth writing in sentences of 5 lines.
Explain why you should read the article
This technique overlaps with the previous ones, but we brought it out separately in order to focus on it. Try to explain in a few sentences to the person why they need to waste time on your material. Maybe it was written by a well-known expert whose opinion is important. Perhaps you have collected information in a convenient format that previously could only be found bit by bit. In general, briefly and simply explain what is so special about your articles.
In the example, we emphasize that the material is written by a practicing web designer and is easy to read. In 10 minutes, a person will immediately grasp the trends. What is not good?
Tag a famous person
If your article was written by a well-known author, blogger, or, for example, a representative of a large company that everyone knows, then it is worth mentioning it in the announcement. Thus, you will attract the attention of not only your audience, but also the audience of the person or company involved in the creation of the material. In addition, the name of a person can add value to the article, if this person is an authority in the topic on which he writes.
If none of the famous personalities is involved in the creation of your article, then you can beat its content. If you mention celebrities in the text, then take them for illustration in the announcement.
Use before / after photos in your announcement
This trick is quite old, but it still works. Whenever we see a gorgeous transformation, we want to understand how the author managed to achieve such a result.
Our example with an article about fashion photography:
Use the most mind-blowing fact from the article in the announcement
We have material about artificial intelligence, in which we wrote that one unique article collected by AI costs 87 rubles. This is a very impressive fact indeed. We took it into the announcement and were able to hook our readers with it.
Use a quote from the text of the article in the announcement
It sounds corny, but it often works well. Especially if we are talking about an article-reflections, that is, material in which the author shares his opinion on a topic. For example, we often use quotes in announcements for columns by Malka Lorenz and articles by Vladimir Lakodin. And also in stories and cases.
Make the user feel like the author of the article
You need to understand well who you are writing material for, what problems readers have. The main one should be included in the announcement through the wording: “Has it happened to you that …” or something similar.
In this situation, the reader understands that you are speaking the same language with him, you can solve his problem. And he goes to read the article.
Try to joke in the announcement
It is easy to advise, but difficult to implement. If your SMM guy knows how to joke so that the audience understands his humor well, then you are incredibly lucky. Use his skill at work. If it is difficult with humor, then it is better to abandon it altogether or use it rarely (but aptly!).
Write a few announcements. No one gets a masterpiece the first time. If you write 2-3 different versions of the announcement for one article, then there is a chance that one of them will be much more attractive than the others. Use it.
Working with clients’ social networks, we use these and other tips, relying on our experience of promotion in various areas of business. In the end, this gives a good result. If you want your social networks to also bring results, entrust the work with them to professionals.