Scientists, blue-collar workers, flat-earthers or Harry Potter fans? That is, the target group and its language
The target audience is the primary determinant of the style of the post. It determines the language and flow of a given post. To paraphrase a well-known proverb: ‘when you walk among the crows, you must caw like the crows’. – a different language will be used if we want the text to reach young people, a different one for beginners and advanced programmers, and a different one if we are running a fanpage for a construction manufacturer. When promoting a new collection of elegant dresses, we will not write ‘What dress are you wearing?’, even though such a message (with a wiener instead of a dress) was adopted in Żabka’s communication. This does not mean that bolder, unique texts are not worth trying. However, given the group interested in elegant dresses, the chance of such a post being well received is definitely less. So when starting to create a concept for a post, or a series of posts, it is important to consider who you want to target.
I’m starting to write! … but about what?
Once the audience profile is known, we move on to content creation. What to write about and where to get topics from? As many authors, as many theories and even more possibilities. Unfortunately (or unfortunately), we are not always told what to write about. Sometimes the brands we work with send us images on which to create an entry. At other times, they commission us to promote a new product or a bestseller, but in many situations we have to create something from nothing. There are also situations in which we are the owners of the fanpage and we have to assess ourselves what to promote. So you can then review your website, the products or services you offer and write about something that stands out.
If you’ve done this in the past, maybe there’s a piece of your business or product that you haven’t presented yet and it’s worth catching on? These are, of course, just a few examples, ready-made pieces you can use, not a closed range of possibilities. The specifics of each company are different, as are the requirements of the customers. There is no golden mean, you have to combine. Of course, everyone’s creativity is not inexhaustible. Especially when we write 20 posts a day, so there is nothing wrong with using already created schemes. It’s worth looking for inspiration, but not copying. One place to look when your head is absolutely empty (even the best of us have those days) is Pinterest. Remember to always add something of your own, something wyr
Creatively and concisely
Despite creating ‘for the client’ and tailoring the language to a specific target group, there are some common features that can stand out in any well-written post. First and foremost, it needs to be creative and concise. An innovative post about something mundane can grab attention with its unique form. On the other hand, interesting content, but wrapped in an unsophisticated and boring box is unlikely to find its few seconds on the screens of the audience. A play on words, a topical joke or a reference to a mistake made in the past (only if it was received positively – people laughed at it, but were not harmed) provide a good seed of creative fantasy that can be turned into an original and distinctive post.
There is another prerequisite: brevity. In times of rapid content consumption, flashy leads and a few seconds of TikTok, it is hard to grab the attention of internet users with a wall of text. A short form with an engaging first sentence (and good graphics, more on that later) is key to gaining interest and holding up a scrolling thumb.
Mixing forms and appropriate graphics
To prevent your company’s Facebook profile from becoming boring (and therefore empty), you need to add variety to the content you post. A good idea would be to organise a competition with prizes from time to time, requiring some kind of involvement and interaction (likes, shares, comments). The reward must also be appropriate to the level of engagement, so you can’t ask people to do time-consuming or difficult tasks when you offer a pen with a logo in return. Well, unless it’s made of gold. We can also share a meme of some kind (preferably related to the company, or even created for that purpose), draw attention to a major holiday or Groundhog Day if it’s in our logo.
A very important part of the post (although not related to the writing itself) is the graphics, and now increasingly the video. This is the part that is integral. It is the one that attracts the most attention and has the greatest chance of holding the viewer to the message. We currently live in a pictorial society. The image/video is what the eye is first drawn to and often determines whether we read the beginning of a text at all. What graphics should look like and how to make them is material for a separate post.
Summary
The whole exercise starts with identifying the target group. And if this is already done, by adapting the style of the post to it. Next, we look for a topic for the post, if it is not imposed from above. The client’s website is a good place for this. We then create a concise and preferably captivating text, which we necessarily supplement with a graphic, photo or video…. In order not to bore the audience, we mix up the forms of the posts and encourage them to engage with the online life of the company. Good luck with your writing!
Bartosz Garus
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