Social media is like artificial information ponds. Some are larger, like Facebook – the more you scroll, the more news changes, and diving deep won’t reach the bottom (if you’ve done that, you’re either new users or really have nothing else to do). Others are smaller, specialised – for example, dedicated to professional goals (LinkedIn) or entertainment (TikTok). Consumers are thus fish, constantly fed with informational bait by content creators to hook or lure them into the network.
In this article, I’ll share my fishing tips, answering how not to drown in the waters of social networks and create texts that would help catch that goldfish.
Each angler has their own fish
Even those with the least knowledge of fishing understand that there’s a better chance of coming home not empty-handed when going with a specific goal and preparing in advance. For example, if you hope to catch a small roach, all you need is a small pond, a fishing rod, a hook, and some bait, while to bring home big fish, you need to find a suitable pond, invest in equipment, bait, and consider countless factors (from weather conditions to additional expenses).
Preparing for social media content creation can be described in a similar manner. Firstly, to catch your customer, it’s necessary to set specific goals, identify the audience, evaluate and appropriately select information distribution channels, and establish a budget for increasing post visibility. Then, considering the set goals, it’s important to choose the communication tone, carefully plan topics, and prepare a post schedule.
It’s worth emphasising that the goals for customer fishing must be realistically assessed, taking into account not only desires but also capabilities. Just as a fisherman hoping to make soup would suffice to catch a crucian in a pond, while one wanting to open a sprat factory would need not only investments, time, and effort but also the assistance of others. You can read more about Facebook communication goals here.
Knowing your desired catch
In order to catch any fish, it’s necessary to know what bait can lure a specific catch so that it, enticed, unwittingly bites on the hidden hook. Similarly, in creating communication on social media, it’s important to find a way to wrap the message so that the user naturally becomes interested in the content, doesn’t feel caught, and willingly comes to purchase a product or service.
Specifically, when creating posts for social media, it’s important to write in a tone, style, and on topics that are close to potential customers, to answer important questions, and to use terms recognisable and used by the customer.
How to determine all this? Just as in fishing, in creating communication on social media, it’s necessary to test, observe your audience, and analyse the results to draw appropriate conclusions. It’s important to remember that fish are not silent; we can understand them only by observing their actions and flow with an echo sounder. And we can get to know customers and their habits by evaluating the results of post advertising or even faster – sometimes it’s enough to talk to or survey them.
Focus on length or depth?
Some experienced fishermen know that the process of catching perch happens quickly because they are voracious and grab anything that moves. But to catch the bream reigning at the bottom of a water reservoir, it’s not enough to immerse the bait deeper – patience is needed to gradually lure it.
Similarly with social media users: some are satisfied with short catchy messages, while others need depth – informative and meaningful communication.
For example, users seeking entertainment on social networks, like curious perch, act quickly, impulsively, without delving into the content, stopping only at unexpectedly eye-catching posts. When targeting this audience of fast-acting users, it’s important to focus on brevity – write concisely and clearly, encapsulate the main message into two or three sentences.
Of course, this is not easy and it’s necessary to make an effort to ensure that the text is creative (regardless of whether you’re writing about laser games or space cleaning), captivates, and prompts the decisive post click. After hooking these users, one can expect a quick response, so it’s worth immediately drawing them in – encouraging them to write a private message, call the specified contacts, visit the website, read an article, watch a video, invite them to follow an account, subscribe to a YouTube channel, etc.
For another audience of social media users, who could be compared to catfish, depth, informativeness, and argumentation are important. These users usually delve into the content, are inclined to carefully consider their choices, and make decisions when confident. To reach this audience, it’s important to focus not on brevity but on a more detailed presentation of the main message. However, unlike the previously described users, these are not inclined to buy immediately, and unfortunately, you won’t be able to assess whether your social communication determined their purchase or non-purchase. After all, the bream also lies at the bottom for a long time, but sometimes it’s impossible to catch it, even if you use a similar bait.
Practice shows that often despite longer content, these posts attract a more targeted audience, receive greater engagement in comments, spark discussions, and encourage sharing the message.
However, there’s no one way to catch your audience. The most important thing is to understand your user, evaluate and create individual, original content focusing on the interests of the target audience.
In conclusion, I wish you successful fishing! And if you need assistance, our team is ready to help you catch the fish you want.