In the ever-updating social media stream, it helps to think of link previews as akin to magazine covers. The function of a magazine cover is to grab the attention of a busy consumer and offer a teaser of what’s inside. These tasty morsels should be enough to compel the reader to pick up the magazine and give it a read.
Link previews on Facebook and Google+ should serve the same function: They should lead readers – aka potential future clients – directly to your online content. You can accomplish this by creating an engaging “cover” that will demand a reader’s attention.
Say you are presented with two magazines. One has a plain white cover with black text and a vague, hard-to-read name. There are no images, no headlines, and no other details to help you determine what is inside. It is impossible to determine if the product is even relevant to your interests and worth your time. The second magazine has a colorful, eye-catching image and enticing text that offers a clear idea of the content inside.
Which magazine would catch your eye if you only had a few seconds to browse?
Social media is a lot like a crowded checkout line: Lots of colorful products and services competing for over-stimulated consumer eyeballs. A drab link preview will be ignored, much like that boring, plain white magazine cover.
Ready to stand out? Here are 3 suggestions on how to create compelling social media link previews that get the click:
1. Images, images, images – At We Do Web Content, we encourage our clients to take the extra step of adding eye-catching, relevant images to content they intend to share on social media platforms. Why? Because photos net clicks, plain and simple. That’s why Facebook has recently given more precedence to larger images in users’ feeds.
If you’re writing an FAQ about summer safety tips, incorporate an image of a cute kid splashing in the water. Delving into money marketing trends? Throw in that cool graphic you used in your recent presentation on the topic.
Dropping images into your online content gives Facebook and Google+ options to choose from for the thumbnail image that displays with a link preview. Just be certain your content provider and SEOs properly code your meta tags. That way, Facebook and Google+ will know how to find the relevant images on your pages.
2. Write killer page titles – Over-optimized and non-descriptive page titles aren’t just bad for search rankings; they make for lousy text in link previews. Find creative and effective ways to incorporate keywords into your page titles (and all of your content, for that matter!).
Instead of “Dallas Injury Attorney | Dallas Texas Lawyer Accident,” try something like, “5 Ways a Dallas Injury Attorney Can Help Your Case.” Again, work with your web marketing team and SEO to ensure your meta tags are optimized and properly coded.
3. Don’t forget the meta descriptions – Write informative and optimized meta descriptions and lead paragraphs that include enticing snippets of what’s to come. This text typically appears below the page title in a link preview and serves as the anchor to secure a reader’s attention.
Want to learn more about creating shareable web content and how to market that content using social media? We Do Web Content can help. To get started, call 888-521-3880, or fill out this online contact form.