Overview
It is a common part of user behavior on social media, to click the hyperlinks and thumbnail links within a social media post.
However, these social media posts themselves typically do not feel clickable. In other words, they might not look like, or contain a button or other design cue.
So what makes a post feel thumb-stopping?
What makes you want to click to learn more?
Most of all, how do these elements come together, especially through design?
I think this is a huge factor in social media impact, and one I am continuing to explore.
Clickable Elements
- The overall message must be relevant and compelling
- Consider a teaser or sense of mystery
- Include a hyperlink in post copy, without cluttering the post
- Break up post copy
- Consider using emojis or unicode symbols in post copy
- Accessibility features, such as alt text in both the post settings and post copy
- Solid color
- Contrast with the color of the social platform feed
- Illustration
- Rounded corners, buttons, cards
- A simple image with only a few elements
- Use image dimensions that are a bit different than usual, but still accepted on the platform (e.g., vertical images on Instagram)
- Play with other platform interface nuances (e.g., transparent images, carousel posts)
- Use Facebook Business Manager to create a Page post with a call-to-action button
- Create templates that address all the factors above
- Implement cohesive brand design across each touchpoint
- Ensure that the post-click experience is seamless and great
- Use tools outside the social media platforms to test images, before using them on social media
- Use paid media to test and iterate what works
Additional Reading
5 Things That Make People Click On Content
How to make something look clickable
The Design of Everyday Things
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