Hands on: Teaser Texts for Social Media Posts

You want to get more interactions and reach for your posts and increase traffic to your site? So write your teaser, which appeal to your readers, to stimulate clicking – and not based on trivial Clickbaiting.

You have already a lot of effort an informative and attractive snippet written that your text is justice and not with your also carefully worded article teaser twice. Now you want to share the link in your social media networks. But what are you going to do?

So much information to break down again on a few lines without doubling: How is that supposed to work?

Double holds up

Say goodbye to the idea of ​​simply reformulating your article teaser for the social media teaser. Firstly, it keeps your readers only to read the same again in other words, secondly, it also stops you in the formulation. In the ideal case, you have already written the perfect teaser for the article – it will not be easy for you to go out of your head, and any imitation of it will not satisfy you.

Above all, a teaser for a contribution shared in a social media network is in a completely different context than your article teaser or your snippet. Readers can – and should – react to your contribution. The teaser should not only announce the shared content, but also encourage your readers to interact with the article.

Cliffhanger instead of Clickbait

So how do you get the readers to interact with your contribution? Let you do not lead to the temptation Clickbait teaser style of writing, because you will not believe what happens “You will not believe what happened next!” – The items disappointed readers so much that they never again Click on the page.

Quite certainly, you do not have the appropriate content to justify such a dramatic teaser. But this is just one of the reasons against Clickbait.

Why you should do without Clickbait-Teaser

  • It does not suit either the content or your company appearance
  • The expectations of your readers are not fulfilled. This reduces the likelihood that they will click again on such a contribution.
  • It seems untrustworthy
  • Your readers have already become accustomed to this language and are hardly reacting to it anyway
  • It is the wrong target group
  • It threatens range limitations ( see Facebook)

The better alternative are teasers based on the principle of a cliffhanger – they arouse curiosity and make you want more. This sounds simple, but in practice it is not so easy to implement. Especially if you are not writing a teaser for a super exciting story, but for example to the at first glance not particularly exciting topic “space-saving folding of beverage boxes”.

How exactly does it work, however, to write a good teaser for social media contributions?

First, the content is as follows: For an article-teaser (not your Social Media Teaser!) The following three points apply:

  • Concrete reference: Accesses a current event or event or assigns the teaser generally an → Why is it relevant?
  • Insight: betray, what it is and what it is contributing to a kind. → What does the reader expect?
  • View: Advertises to what the reader will learn. → What does the article bring the reader?

To stay with the example of beverage carton folding:

  • Why is it relevant? Because beverage cartons take up a lot of space, and the garbage is quickly full.
  • What awaits the reader? Instructions for folding cartons.
  • What does the article bring the reader? He has to take the garbage less frequently.

Your social media teaser, on the other hand, can get along with only one of these three points.

If you are helpless at your teaser, first answer these questions in a short sentence. This will give you the raw content of your Teaser. Important is not to anticipate all the information. Let questions open or raise questions – this is your cliffhanger!

Also check out what information is in the snippet – this information you can as far as it goes out of your teaser again. But be careful not to get in the middle of the context and start the teaser with a reference to the snippet.


I consider this to be cumbersome, since most probably very first read the teaser and then only the snippet. On the other hand, I have to admit that I’ve stumbled upon such a teaser several times, because I thought to myself, “What kind of destroying stuff are there? Oh, that refers to the snippet. “The teaser snippet Dreher Thus, a thumb Stopper be, but not very elegant!


Talk to me!

You now know what you want to tell the readers. But how do you formulate it? Communicating your community properly is crucial when it comes to whether your contribution is interacted or not.

The trick is to avoid the social aspect of social media networks: Talk to your followers! The correct formulation makes a lot of whether your reader feels addressed. Imagine when you write the teaser, you would just tell your colleagues about your contribution.

Tips for Formulating Social Media Teasers

  • Conversation at eye level: Invite to the conversation and ask for feedback
  • Direct address: You, you, you, for you, for you,
  • Name the sender: We, From us
  • Active verbs, no passive formulations
  • Direct instead of indirect speech
  • No rhetoric
  • Avoid filling words (even, …)
  • Avoid repetitions (also with regard to snippet and article teaser)
  • \

  • Do not overload with too much information. In doubt, focus on one aspect
  • No spoilers: Do not give the most exciting information of your article already in the teaser price.
  • Use prompts (preferably at the beginning or at the end)
  • No annoying characters ( characters Spam : ++++++ !!!!!!!!!!!!!!! – >>>>>)
  • Emojis? Yes, but not too many

These tips apply not only to teasers for posts with links, but for writing social media posts in general. Where you should of course respect the peculiarities of each network, such as a space-saving formulation for Twitter , using hashtags on Instagram or use relevant keywords on Pinterest .

The last, important point for a good teaser: Let your text absolutely read!


Of course, a good teaser can not work miracles. A post will only be successful if the content matches the target group. Otherwise, such a question as in the example above will surely trigger some comments in the direction of “useless”, “waste of time” and “have you no other problems?”. But how your content will that fit your target audience, is another issue that Nadine spent products for social media strategy has explained.

Just try it out a bit, and see how you target your target group best. Have fun writing!

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