A specific reading context and set of goals shape Facebook writing. Posts exist in a dynamic situation: readers scroll rapidly through posts, skimming at faster speeds than when browsing through print media.
The distinctive purposes of Facebook campaigns also inform post writing. Rather than making a sales pitch, you are fostering a virtual community that enhances clients’ connection to your brand.
The tips below reflect these factors.
Adopt a conversational tone. Write the way you speak, and your readers will want to continue the conversation. For example, a recent Stoneyfield Farm post used the colloquial “fav” for “favourite.”
Be concise. Limit your posts to 70 characters (see this study). Readers keep scrolling when they see large blocks of text. Effective posts can be a series of words associated with a brand.
Emphasize parataxis. This brevity means that parataxis dominates Facebook writing. Paratactic sentences place clauses side by side using commas or conjunctions like “and” and “or.” Think Ernest Hemingway. Parataxis has a staccato energy that stands out to the skimming eye.
Use the second person. Create a relationship by directly addressing the reader with “you.” Ask questions, solicit opinions or invite participation.
Use the imperative. Another effective way of speaking directly to your clients, the imperative is used for commands or encouragement. Nike’s “Just do it!” slogan is a good example. Hitting an inspirational note creates positive feelings about your brand.
SLRR Translation Agency
