I’ve found a way to post media on social platforms that works really well. Your blog posts and videos will get more shares, more activity, more comments, more likes, and more favorites. Have I got your attention?

When I shared posts of social platforms, what I previously did was include the title of the post, a link, and an image. Even though the featured image had the title in it already, I would still put the title in the description.

I’ve noticed that writing something extra—something interesting about the content, something that happens in it, something that’s a reason for someone to care about it—takes it so much further.

You want someone who didn’t click the link or watch the video to get a good takeaway from the description alone. That’s what makes it work.

Take Your Content Further

I tested this recently by posting a link on Facebook that goes to the seanwes tv episode How to Be Inspired Without Copying, along with a long description and an excerpt from the show notes. It did okay. It actually only got 6 or 7 likes.

Next, I took something I said in that video and posted it as a status with a link to the video in the comments. That status got 60 or 70 likes! Because it had a good nugget that was a take away in and of itself, it went much further. Otherwise, people see the long-form posts as a bulletin or RSS feed. Why should people care about what you post? You have to do the work for them and tell them in the description.

Why Should They Care?

Imagine you’re in a coffee shop on your laptop and you post a tweet containing a blog post title and a link. Your friend comes up to you and asks what that tweet was about. You reiterate the title, but don’t really add much value. Your friend asks, “What’s the big deal? Why should I care about this thing you just share?” Your answer to that question is what should be in your tweet.

Write a great takeaway from your content—something that gives the gist of your message—and make that the description you share with the link.

Your featured image should already have the title overlaid on it—people don’t need to see that twice. Include something else in the description. You have the chance to take it further.

When I did the same test on Twitter, I took the status I had put on Facebook along with a link for the video and the featured image with the title. People were favoriting and retweeting before they could have even seen the video.

People shared that post because the description itself was something valuable to them.

By doing this, your message gets carried even further. It ends up in other peoples’ feeds and they click on the link.

Give a Takeaway

Cory asks, “Should the description be a highlight from your content or should you make up something new?”

You could use something you said verbatim but you could also come up with something new that describes why it’s worthwhile. Look at the content objectively and ask yourself:

  • Why should someone care about this?
  • What’s the point of this?
  • What’s the takeaway?

What is your answer to any one of those questions? Make that your description. That’s what will give the post legs and help it spread.

An example of this is a recent seanwes tv episode Working With Friends As Clients—I could say, “Should you work with friends?” or “How to price when you work with friends,” but if I instead give a takeaway from the episode in the description like, “When you don’t charge friends full price, you’re doing them a disservice,” or “When you don’t charge full price with friends, they don’t value your work,” it will have a greater chance of resonating.

It’s not just a headline, it’s a takeaway.

People might favorite that because it got them thinking. I’m not talking about click bait here either. It’s not like, “Find out why you should never work with friends. #3 will make you raise your rates!”

It’s about having the guts to give someone a takeaway even if they never click on your link.

It’s not about getting the traffic or the views, it’s about engagement.

For some people, that engagement may be scrolling through their feed and that description is all they see. Use that opportunity to provide value.