Basics of post design to increase engagement of X

I keep posting, but the engagement isn't increasing. The reason why likes and RTs are not increasing is mostly due to the design of the post rather than the content.

In this article, we will explain how to design posts to increase engagement for B2B and individual business owners in Japan.

What posts with low engagement have in common

There is a common pattern among posts that receive few responses.

1. You don't know who your audience is: Posts written for everyone won't hit anyone.
2. Stops at line 1: There is no reason to continue reading in the first line.
3. No conclusion: You won't understand what you want to say until you read to the end.
4. No call-to-action: Read-and-go design

Reversing these results in a design that increases engagement.

Design principles for responsive posts

Principle 1: Identify the reader in the first line

In the first line, clearly state who it is for.

example:

• “For those who have been using X for 3 months”
• “I want you to ask someone in charge of recruitment who uses X.”
• "For those who have stopped posting because they ran out of ideas"

Once the target is clear, the person in question will feel that it is about them and read on.

Principle 2: Put the conclusion on the first line

The last thing to write about is the format of the report. In X, the structure where the first line is the conclusion and the rest are supplements is more likely to be responded to.

Configurations that are less likely to react:

Background → Explanation → Conclusion (Final)

Configurations that are likely to react:

Conclusion (first line) → Reason → Specific example → Supplementary information

Principle 3: Use 3-5 bullet points

Bullet points give the impression that the main points are organized and encourage people to save and RT.

Particularly in Japanese X, there is a tendency for ``3-point summaries'' to be more responsive than longer sentences.

example:

3 ways to avoid running out of ideas

① Horizontal expansion from growing posts
② Use readers' questions as material
③ Rephrase and reuse past posts

Principle 4: Include sympathy, discovery, or counterargument

The reader will take some action when the next emotion moves.

• Empathy: Like is clicked when you think "I understand"
• Discovered: Saved and RTed when you think "I didn't know"
• Rebuttal: A reply comes when you feel that it is different.

Decide which emotion you want to target before you write your post.

Timing design to increase engagement

Post time optimization

Times that are most likely to be responded to for B2B in Japan:

• 8:00-8:30 (while commuting)
• 12:00-12:30 (lunch break starts)
• 20:00-21:00 (after returning home)

Just by pinning your post to one of these three frames, you can increase the response rate even with the same content.

Leave some time between consecutive posts

If you post multiple posts in a short period of time, later posts will take away the visibility of previous posts. If you are posting multiple posts on the same day, please ensure an interval of at least 3 hours.

How to read reaction data

After posting, check the following metrics:

By recording these four indicators for each post type, you will be able to see which type of account is most likely to win.

summary

What needs to be changed in order to increase X's engagement is the design rather than the theme.

1. Identify the reader with the first line
2. Put the conclusion on the first line
3. Use 3-5 bullet points
4. Aim for sympathy, discovery, or counterargument

First of all, when writing your next book, just keep in mind that you should write your conclusion on the first line. That alone will start to change the reaction rate.