What is it?
Readers click these for the images alone. The copy plays an important supporting role.
What kinds of topics fit best in this category?
- Memes, social media posts, some celebrity, humor. Example headlines follow:
- Most Scantily-Clad Celebs On Vacation
- Most Epic Weight Loss Transformations From The Biggest Loser
- Inside The Mansions Of A-List Celebs
- 10 Social Media Posts That Are Pure Fail
- Hilarious Fast Food Signs That Will Make You Laugh
- 10 People Who Should Win Parent Of The Year
What is a reader looking for when they click this?
- Really, really good images.
- What makes this article successful (i.e, what’s the most important thing you can do)?
- Focus on images and subheads.
What kinds of subheads should I write?
- The subhead is the only piece of copy the reader is likely to read. Less “tease” and more “observation.” The photo is the focus here, but the subhead should comment on it, contain some personality, even a witty/emotional/inspiring observation. Be context sensitive!
What kind of copy should I write?
- Can be casual and informal. Include relevant facts or quotes, but it doesn’t have to be a huge focus. This is an area where your commentary is probably most suited.
What kinds of images should I use?
- The image has to be exactly what the reader is looking for, and is MARRIED to the theme/subject (e.g., if you’re writing about a celebrity’s Instagram posts, make sure you use their Instagram photos. If celebrity beach bodies, show celebrities in bikinis and swimsuits. If before/after weight loss photos, collages of the before/after).
What kind of CTA (call to action) should I use?
- Slide Push CTA: This should push readers to the next slide to see something even more surprising compared to this. E.g.,
- Next up is a weight loss transformation that puts this one to shame.
- Compared to the next star, this celebrity’s beach gear is so conservative, she’s practically a nun!
- These should be specific to the topic, yet vague on details -- promise something big is coming, but don’t give it away. It’s a game: Whoever can get the reader to the end of the slideshow wins. Ideally, one should be included on every slide. The goal is to get the reader to the next slide.
- Some clients may specifically request you to not use CTAs because they move slides around after publication. It will say so in the Style Guide.
- Avoid anything that is too generic/lacking in details (e.g., “You think this is crazy, the next slide is shocking!”).
- These should be 15 to 30+ slides, with a recommended into of 50 words and 25 words per slide.
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