The Anatomy of a Social Card
Jocelyn Johnson, Director of Marketing, Real Magnet
What are Social Cards?
As we discussed in our last post, Social Cards are a clean, simple way to engage your audience with eye-catching, impactful content. Social Cards are a formula, and they generally follow this equation:
Clickable Hero Image + Compelling Title and Descriptive Text + Call to Action (Link and/or Button) = Social Card
Let’s review each of these elements individually:
The hero image is self-explanatory – you know it when you see it. What else stands out in a sea of information clamoring for attention? On Twitter, posts with images produce 650% higher engagement than posts without, in the form of clicks, likes, and retweets.
Social cards take the hero image a step further – by making it clickable. Unlike images in regular posts, clicking on an image in a social card takes you somewhere – usually to a landing page where you can get more information, register for an event, or download material. This is only one way that Social Cards encourage engagement.
Title and Descriptive Text
Research suggests that more than 80% of people only scan and skim online content. As a result, a strong visual image may not be enough. A compelling title is crucial to creating effective social cards. Clickbait jokes aside, finding a way to encourage your members to stop, read, and click, rather than skim, is important to developing your brand identity and creating lasting engagement. The title is just the first part. Use the descriptive text to draw the reader in – and create a sense of urgency to learn more.
Call to Action (CTA)
This is the last essential element of the Social Card equation. What action do you want your audience to take? Share the card? Perhaps you have a stronger CTA than simply sharing. Signing up for a webinar, downloading a paper, or referring a colleague is easier with cards – since you can highlight the call to action in a button or link.
At the end of the day – the social card puts everything you want from a post in one place. The hero image makes the reader stop and look at your content. The title and descriptive text gets them to read and want more. And the call-to-action tells them how to get it. And, social cards are easily and naturally shareable, broadening your social reach.
Telling your company’s story via social media has never been easier with the broad range of resources, multimedia options, and tools for content creation. But to really tap into the future, use social cards to attract and engage your audience, while delivering the content they need.