written by
Brik De Maeyer

The Anatomy of a Good Social Media Post

Social Media 1 min read

AIDA is a well know marketing structure to create compelling blog posts and landing pages. For social media posts we found a better structure that exists of 3 parts:


Hooks generally follow the format of asking a tantalizing question or implying something controversial:

  • An unbelievable statistic or quote
  • A failure you experienced
  • Stating that the status quo is wrong
  • A self-evident description of a useful resource, e.g. "My favorite tools for creating valuable content are..."


After the hook comes the context. Many posts fail to catch on because they lack the context that properly sets up the zinger.

ZINGER — an insight bomb

The best zingers are elegant statements that leave the reader with something to think about. This is what gets people to hit the like and share buttons.

The Zinger comes in various formats like text, videos, podcasts, image galleries, and infographics/spreadsheets with useful data.

Herby some examples from Mark Kilens, John Tyreman 🎙 and Tim Soulo.