How to Write Snackable Content: 5 Tasty Tips for Social Posts

Oh my.

Social media is so crowded.

So noisy.

Does it sometimes feel impossible to get attention?

I’ve felt the same.

When I started posting on LinkedIn just over a year ago, I felt totally overwhelmed.

But I’m now steadily building an engaged following.

Shall I explain how?

1. Give followers one cookie

10 years ago, I invented my snackable course—a series of 16 emails.

It was so popular that it was featured in an email marketing course by AWeber.

The idea behind my snackable course was dead-simple …

Every email would present one cookie.

A cookie?

Yes, a reward for opening and reading the email.

That reward could be a tip that can be implemented straightaway, a dash of inspiration, or a sense of connection. Anything that would make a reader’s life a teeny-tiny bit better.

The same principle applies to social media.

If every social post offers a cookie, readers will want to come back for more.

The key challenge?

You probably have a ton of knowledge and experience to share. So, the key challenge is to carve off just one tiny issue you can share in a short post. Answer a teeny-tiny question or even part of that question. Present the very first step in achieving an aim or solving a problem. Or give one spark of inspiration.

Don’t try to cram a whole article—let alone a whole book—into one short social post. Keep it simple.

2. Make it conversational

So, imagine this …

You could send a cookie by mail and readers would eat it at their desk while ticking off other tasks on their to-do list.

Or …

You could sit down with your reader, and have a cup of tea together while nibbling that cookie.

Which one would be nicer?

If you choose the chat (and why wouldn’t you?), then try a more chatty writing style.

You might think my writing style is conversational enough here on my blog. But on social media, I am more chatty. I use more interjections like yay, uh oh, or phew. Plus, I elongate my vowels like soooooo and pleeease to imitate how I might talk.

But beware: Writing for social media is not the same as writing like you talk. When you talk you use facial expressions and hand gestures, which you can not do in writing. So, choose stronger words and tighten your writing.

Writing for social media is like chatting in a noisy café. Be clear and keep it short as you may lose attention more quickly than when writing a blog.

3. Add pizzazz

The biggest problem I see on social media?

Grey-ish content.

There is a lack of personality.

As if we’re all trying to hide who we are.

But that doesn’t work if we want to make connections, have conversations, and build a community.

So, how do you flavor up your social media posts with a bit of lemon zest or ginger?

Try a miniature story, a metaphor, or a personal opinion—anything that differentiates you and makes readers feel like this is personal.

Personal writing attracts followers because it stands out like a brightly decorated cupcake in a sea of grey content.

4. Make people click

When you see a box of chocolates, does your mouth start to water?

Do you imagine biting the chocolate, tasting the sweet cherry mixed with the bitterness of dark chocolate?

On social media, your two opening lines should be like that box of chocolates—a promise of something delicious inside.

Opening lines that have worked well for me:

Want to write faster?

I used to feel utterly frustrated by my writing speed.

Want to improve your writing skills?

Without spending money on expensive courses?

How to breathe life into dull sentences …

Being boring has always been one of my biggest fears.

7 perfectionism pitfalls in the writing process …

I used to think perfectionism meant being afraid to hit *Publish.*

I spent last night in prison …

It was the last night of our holidays.

(Yes, true story. If you promise to come back, you can read it here >>)

Sooooo …. why do these opening lines work?

First, they’re short so readers can read them quickly. Secondly, they arouse curiosity, making readers eager to read on.

Curiosity is the key emotion to tap into if you want people to read your posts.

5. Let your writing breathe

Social media writing needs a ridiculous amount of white space.

Yes, even more than a blog.

So, almost every sentence starts on a new line.

It would be tiring to read for long-form content.

But for a short snack—like a social post—one-sentence paragraphs are perfect.

Try it.

And see what difference it makes.

How to write tasty snacks

I’m more a cook than a baker.

But I’m sure the same secret ingredient applies to both cooking and baking: Joy. Anything that’s prepared with joy tastes just a little better.

And that’s even more true for writing. Content that’s produced on auto-pilot, following templates, and using recommended hooks becomes bland. Same same as everyone else.

So, don’t just write for your reader, write for yourself, too. Write about what matters to you.

Caring about your writing and your reader brings an aliveness to your writing. Your words sparkle. Your ideas shine more brightly.

Readers notice that aliveness, and they’ll want to come back for more.

Human content wins.

P.S.

Want to write better social posts?

Check out the new course Write with Power and Personality. In live sessions in June and July, I’ll give feedback on writing:

P.P.S. Thank you to Charlotte, Catharina, Leila, and Cristian who all suggested earlier this year that I write more about social media. Sorry to keep you waiting for so long!