Category: Writing for Interactive Media

I just wrote my first Medium article! Woo hoo! It’s also the first long-form piece I have written and published in four years. When I start a new project, it isn’t difficult for me to get my “creative juices” flowing. However, when promoting my finished work online, the flow stops. I previously struggled with formatting my work for various social media platforms and getting my audience to view my work.

Thankfully, Gary Vaynerchuk recently reminded me that “Content is king, but Context is God.” In other words, promoting content on multiple platforms requires the author to assimilate the world of their audience. Here’s my approach to promoting my Medium piece on Instagram, Twitter, and LinkedIn.

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Instagram

While drafting my social media posts, I gave the most time and consideration to Instagram (IG). Instagram is my go-to social media platform. I do not post on Instagram frequently, but it is the platform I post on the most. My friends, my family, and my entire community view and share content on IG around the clock. People post on Instagram often, causing users to scroll through and refresh their IG feed quickly. Therefore, I decided to be creative and produce content that would captivate my audience swiftly: a 16-second video overlaid with a powerful quote.

Many of my followers are African American and/or Nigerian. I used this to my advantage, paralleling footage and audio from Black Lives Matter and #EndSARS protests. If my post resonates with some of my followers, they will likely share it in their IG story. This will lead people to deep-press the post, read the caption, and *fingers crossed* click the link in my bio to read the article.

I started my caption in a way that everyone can relate to. The year is coming to a close, and many people are speaking about 2020, so I am too. Instagram permits lengthy captions, but, personally, I tend to scroll past posts with long captions. Keeping this in mind, I continued by briefly addressing the significance of both movements and leading people to my bio for more. To engage people linked to both movements on a broader scale, my caption ended with hashtags respective to each movement.

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Twitter

Twitter has a limit of 280 characters, meaning I needed to keep my post short and sweet. Twitter and Instagram often reflect one another, so I chose to maintain a similar approach. In my Twitter graphic, I incorporated a photo from a Black Lives Matter protest with the same captivating quote by Chibundu Onuzo that reads, “Black lives matter everywhere that black lives are found: be it on the streets of the US, in rubber dinghies on the Mediterranean Sea, or in the towns and cities of Nigeria,” overlaid on top. This quote ties both movements together, leading people who are familiar with the Black Lives Matter movement to seek out similarities in the #EndSARS movement.

Twitter is less image-centered and more text-focused. To capture Twitter users’ attention, including a charged quote was important, as Twitter users are more likely to read the quote. In my tweet, I cut straight to the point, explaining the focus of my article so that my audience can quickly determine the purpose of my tweet. The most important elements in my tweet are the hashtags: #EndSARS and #BlackLivesMatter. These two hashtags trended this year and are actively being used on Twitter. They have tremendous reach. I rarely use Twitter, and I do not have many followers. However, individuals viewing tweets using either of these hashtags may see my tweet, click the link, and read my article. Maybe they will like or retweet me as well.

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LinkedIn

Finally, while creating my post for LinkedIn, I acknowledged that this platform is a more professional setting. To captivate my audience, I took out the quote and inserted an eye-catching photo of passionate protesters in Nigeria. I included the title of my article within the graphic so viewers could clearly understand the vision behind it. My caption mentioned the issue of police brutality as a means to tie both movements together despite the movements occurring on different continents. To drive my point further, I went on to directly inform my audience that I wrote an “article about the Black Lives Matter movement’s influence on Nigeria’s #EndSARS movement.”

On all three posts, I found it necessary to include the Medium logo. My intention behind this was to notify my audience that each post would lead them to a noteworthy article, one worth the read.

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Voila! Whether a social media platform is image-centered, text-focused, casual, or professional, it is possible to craft each post in a way that suits the platform while attracting an audience and generating clicks. Remember, the way to captivate your audience on all platforms is to fit in, not stand out.

Checkout my Medium article here: Experiencing the #EndSARS Movement as a Nigerian-American and its Connection to the Black Lives Matter Movement

Like everyone else, I once was an aspiring YouTuber. During my short term, I found that it is easy to create content. The real challenge is keeping your audience engaged and entertained. I asked myself, “what will make me distinct?” Surprisingly, Gary Vaynerchuk suggests that the way to captivate your audience on all platforms is to fit in, not stand out. 

In Jab, Jab, Jab, Right Hook, Vaynerchuk shares his thoughts on how to share content appropriately. A popular quote of his reads, “Content is king, but context is God. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat.” Vaynerchuk explains that people engage with content on social media if the content is native to the specific platform it is shared on and resembles the type of content that the users of that platform are seeking. He adds that each platform has a unique way in which content is shared. Therefore, content created for use on Twitter will not be received well if posted on Pinterest. 

Vaynerchuk is speaking directly to marketers. However, this idea carries over to non-fiction storytelling. As a writer, keeping your reader in mind is key. Meet them where they are and grab their attention quickly so they can stay engaged. Ashley Henshaw writes, “it’s critical to figure out who your audience will be so you can tailor the content to their interests and understanding.” Additionally, Alexander Limberg shares that, even amidst non-fiction writing, you should tell a memorable story, bait your audience, use emotional language, share content simply, and surprise your reader. In other words, understand your reader and cater to them directly. Whether blogging, reporting on an event, sharing knowledge and opinions, etc., writers need to remain relevant and relatable to their audience.

Vaynerchuk’s idea holds true in various disciplines and scenarios, including creating content for YouTube. You guessed it. My YouTube venture flopped. I never bothered to research how to connect with my potential subscribers. I created content, posted it, and moved on. No one cared about my channel because I did not care to observe and mimic the steps of other favored YouTubers. My content quickly faded.

As stated in a previous blog post, today, context is of importance to me. I learned that without context, I am missing the necessary information to address a situation properly. When publishing content with the expectation that it will receive a response from others, I ensure that the content appeals to my audience in the same way that everything else they engage with does. This way, my work remains current and wanted. 

Today, more than ever, context is God. We seek what we desire. In an ever-changing digital landscape, published content without context can become invisible to the intended audience. Therefore, the author needs to assimilate the world of their audience. 

Take your pick: Self-centered or selfless? Do you write for yourself or your audience? Why not both?

William Zinsser, the author of On Writing Well, makes a surprising statement: “you are writing for yourself.”

Notable authors, including Jeff Goins and Stephen King, argue that the author must write for him or herself, while other authors and experts recommend considering the audience. Zinsser paints an overarching paradox in which writers balance writing for themself while captivating their readers. Writing is just that, a balancing act where the writer simultaneously writes for him or herself and the reader. 

Write for your Audience

The University of North Carolina’s Writing Center states, “Whether you’ve thought about it consciously or not, you always write to an audience.” You could be appealing to a friend, a stranger, or yourself, but in all scenarios, an audience exists. Therefore, your audience is always relevant. 

Your audience is especially relevant within published work. If you intend to engage others, it is important to produce work that people desire to experience and share. Without a reader, a written piece cannot come to life; its essence will not be felt. The existence of your reader makes your writing valuable. As your work is read, its purpose is fulfilled. 

It is impossible to know who your reader is. Zinsser writes, “every reader is a different person.” Today, amongst the Internet’s interconnection, this statement rings true. Medium’s Humanlytics team writes that the Internet is “a vast, interconnected network that dips into nearly every country in the world. When writing, you need to make sure that your text reflects that.” You don’t know who will access your work. Even when posting a personal piece publicly, ensure that your writing can be widely understood. Assume that your audience is global.

Though important to “think carefully about not losing the reader,” Zinsser also shares that writers should “be carefree about his opinion.” Enter the “write for yourself” angle. 

Write for Yourself

Zinsser continues, stating “on the larger issue of whether the reader likes you… don’t give him a moment’s worry. You are who you are, he is who he is, and either you’ll get along or you won’t.” There’s no need to obsess over appealing to the reader to the point that writing becomes walking on eggshells or tiptoeing around topics. Ryan Fan’s Medium article reads, “if your writing feels forced… the chances are that readers are also going to find it forced.” Writing for yourself reduces self-censorship. Instead of worrying about criticism, redirect your energy and allow yourself to simply write. 

Write comfortably. Be passionate and expressive, sharing thoughts and opinions freely. Your excitement is felt by the reader. It gets them excited as well. “If you don’t find yourself moved by your own writing, in writing it or in re-reading it, chances are that your readers aren’t going to find themselves moved very much either,” says Fan. Additionally, Kurt Vonnegut recommends finding a subject you care about. “It is this genuine caring, not your games with language, which will be the most compelling and seductive element in your style.”

Let’s not forget that writing is an art. In her article, Writer K.M. Wieland explains that writing for yourself keeps the art pure. She states, “When you’re writing the story of your heart, you’re going to be tapping your true vision. The closer you are to your own desires and instincts for a project, the purer the art will be.” Removing art from writing results in bland work. The style and art of your writing will inspire your audience and compel your reader to continue reading. Writing from a personal, relatable position maintains the art aspect of your work. 

Write for your Audience and Yourself

So how do we “strike the balance between wanting to please readers and not caring too much?” According to Lindsey Lazarte, writing “shouldn’t lean too much in one direction or the other… Although it’s not necessarily wrong to do one or the other, we should still be cognizant of how much of our writing leans a certain way.” I agree. Consider yourself as much as you consider your audience. Don’t lose your voice in seeking to please your reader. However, don’t lose your reader in seeking to please yourself. 

A final thought from Wieland — “Writing solely for ourselves or solely for readers will never allow us to reach our full potential as writers. Learn to embrace both sides of this all-important writing mindset, and your storytelling abilities (and enjoyment in them) will skyrocket.”

Writing has often been a natural method of self-expression. From writing in my journal or creating poetry, I often feel fulfilled and at peace. When I recount my experiences or share a personal story through writing, I am more forthcoming as my words flow effortlessly. As a result, I become lost in my work, ending up with long pieces, consisting of reiteration and repetition. Nonetheless, I am striving to become more direct and concise in my writing.

In professional settings, writing is challenging. Attempting to appeal to the reader and produce compelling work, I often write cautiously and carefully. I struggle with remaining comfortable and authentic. I feel rusty and desire more confidence.

My current writing process is unpredictable. Sometimes I grab my journal and pen and begin writing without much thought. Other times, I begin by brainstorming, jotting down words or phrases that I wish to expound on. I also may create an outline. My initial writing tool varies as well, as I can start with paper, my phone, or my laptop.

During my undergrad career, my English professor told me that I had the potential to be an exceptional writer. This was my “aha” moment. I read great books before, benefitting from the work of others, but this was the moment where I realized that I, too, could write in a way that motivates and inspires others.

In more recent years, I have tabled my writing pursuits. Today, producing engaging and encouraging written pieces seems afar off. I hope to sharpen my skills and return to a place where both myself and my audience can find value in my writing.

With the advancement of technology, the digital world has become the main source of our interactions, engagements, and content. Today, we access much of the information we consume online. Magazines, news articles, books, research, and additional printed work can now be retrieved and read digitally. Therefore, when sharing information online, we must ensure that our content is readable and easy for our audience to consume.

What characterizes readable web content? Here are a handful of considerations to make when writing for the web.

1. Do: Start with a Strong Introduction

Your piece should start by grabbing your audience’s attention. A captivating headline piques the interest of easily-distracted readers, generating the desire to continue reading.

Additionally, an introduction should highlight the essence of the entire work. This informs the reader of what to expect as they read on. It keeps them from being misled and exiting the page upon their expectations being unmet.

• Don’t: write a long-winded, redundant introduction. Refrain from being vague; Stick to the point and tell your audience exactly what to anticipate.
  • Example of what not to do: This article by Manuel Castellsbegins with a lengthy introduction, full of observations and statistics. Toward the end of the introduction, by the fifth paragraph, Castells finally explains the purpose of the article. Unfortunately, by this time, his readers have likely gotten lost within the introduction and clicked away.

2. Do: Use Simple Language

No matter what you write, there is no way to know who will discover your work. It is important to utilize natural language. Type as if you are talking with your reader. You and your reader may not share the same knowledge, so be sure to write at an appropriate reading level and ensure that your writing is understandable for a general audience.

• Don’t: include complex language. Define and explain complex terms where necessary. Consider how your writing will be received. Stay away from typing to sound highly professional or intellectual. Read your work out loud to make sure it is generally easy to comprehend.   
  • Example of what not to do: This analysis published on the Nuclear Energy Institute’s website utilizes industry-specific terminology. While reading this piece, it is difficult for a reader that is inexperienced in the nuclear energy field to follow along.

3. Do: Ensure that your Audience can Skim

The average online reader is skimming quickly as opposed to reading deeply. Before committing to reading a piece, we often scan and scroll through the page to determine whether the piece is worth our time. Therefore, online writers should seek to provide their readers with exactly what they are looking for.

Make your work easy for your audience to skim by breaking up the content. Include headings, create lists using numbers and/or bullets, create hierarchy by bolding text or adding hyperlinks, insert visual elements to help the reader stay engaged and feel less exhausted.

• Don’t: Type long, wordy sentences and paragraphs. Ensure there is space on the page for your reader to process your content quickly and breathe.
  • Example of what not to do: Using no established hierarchy, this Psychology Today article by Romeo Vitelli feels like one long essay. Though somewhat readable, this post would be easier to navigate with defined headings and sections and highlighted points.

4. Do: Be Concise

People read differently when reading online. We read less and we read selectively. Thus, keep in mind that your reader may not finish reading your entire piece. Aim to be concise by writing shorter paragraphs and shorter pieces than you would while writing a paper or composing a printed piece. For longer works, consider breaking your work into smaller chunks or multiple posts. This way, your reader is likely to stay engaged and return for more as opposed to quitting midway through a very lengthy piece.

Furthermore, keep your work in a single column, using a decent width. Try to keep your audience from scanning across the entire page and getting lost in the paragraph. Instead, format your page so that it is easy for your reader to jump to the next line and continue reading.

• Don’t: write long paragraphs in wide-width columns. Keep it simple, short, and sweet.
  • Example of what not to do: People First’s section of their site entitled, “The Impact of Leadership Behaviors” is unreadable. This section is very lengthy, and the column width is wide, making it challenging to jump to the next line in the paragraph flow through the section smoothly.

Although there are more considerations to make when writing for the web, this is a good starting point. All things considered, read your work aloud and remember your audience.

So what’s a good example of readable content? Check out the following sources of readable content to understand how to format your written work better. The following sites also provide additional tips for creating an optimal reading experience for your online audience.

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