Jump into the action

A copywriting trick I use that works really well for social content is to jump straight into the action. I teach this in an occasional copywriting workshop I run, but the idea is to present the most interesting idea first, and then add the context later.

This works because if someone is interested enough in your action, they will stick around for all the context you need to provide. But if they get bored while you’re providing context, they may never get to the important action content. 

Many people use context as a way to hide their insecurity. Instead of coming out of the gate with a strong and interesting opinion, they add layers of context and caveats before they get into saying what they really want to say. This helps soften the blow in their mind. But it doesn’t work. People won’t stick around long enough to hear the opinion because you buried it.