SOCIAL MEDIA MARKETING

There are many reasons someone might not like your post (difference in politics, perceived lack of humility, the list goes on) but I have found that the most common reason a person doesn't like your posts usually boils down to this: You are not speaking to them as an individual. You are speaking to them as a part of your audience. When a caption speaks at a person (ie. grouped in with the masses, generic) — and not to a person (individualized, considered) — it either elicits a neutral reaction — or worse, a negative one. These types of captions simply don't trigger a feeling of connectedness, and can often make people feel impressed upon, marketed to — or simply there to give you likes (resulting in low levels of social media engagement and even unfollows). And this logic doesn't just apply to social media. Consider emails (and why so many chain emails go unread or trigger an unsubscribe), Ted Talks (the most memorable ones tell you a story, the way a friend might) podcasts Here's favorite trick for getting started: Instead of opening up Instagram the next time you're crafting your caption, open up a text message to your closest friend. Paste the photo you're going to use in the body of the text if you need to — and start typing the caption you would send — if it were only going to be seen by that friend. (Feel free to remove profanity and the fact that you're starting to develop feelings for Zac Efron... hypothetically, of course.) When typing to your friend, you probably wouldn't humblebrag, use 18 puns, or go overboard with fanciful language; your best friend would see right through that and call you out. Instead, you'd probably try to make your friend laugh, feel as if they're part of the experience even if they weren't there, give you their two cents — or — simply smile. It should be no different with your social media audience.

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