Author
Nina Stankovič
Something isn't right. Instead of thoughtful, targeted content, we're often met with posts that sound like conference speeches or party newsletters. Long, unreadable, lacking structure, with neither beginning nor end.
Worse still, these are often published by official institutional profiles or individuals paid for communication.
The issue isn't a lack of things to say. The problem is the inability to convey them timely, understandably, and in the language of the platform being used.
Facebook isn't a stage, Instagram isn't a brochure, and LinkedIn isn't an internal PowerPoint presentation. Each platform has its own language, rhythm, and expectations. The key lies in understanding the attention economy.
A long text doesn't necessarily mean depth. And a short one doesn't imply shallowness. But a boring text always means the same: being ignored. The effort goes to waste. "But I wrote it so well," thinks the eager state secretary. So why is there no response? Because people aren't there to read speeches. They came for information. Or—more often—for a dose of entertainment.
And another classic mistake: copy-pasting content across all channels. The same post on Facebook, LinkedIn, and Instagram? Mistake. Platforms aren't universal. Each has its own rhythm, logic, and audience.
The issue isn't a lack of things to say. The problem is the inability to convey them timely, understandably, and in the language of the platform being used.
If you truly want to be heard, don't speak into the void. Speak where your audience is—and in a language they understand.
1. Start with the essence. The first sentence is crucial. If it doesn't captivate—you're lost.
2. Break down the text. A wall of words repels. Use empty lines, bullet points, highlights. These aren't tricks. They're fundamentals.
3. Differentiate channels. Respect differences in tone, length, and visual dynamics. Facebook isn't LinkedIn. Instagram isn't Twitter.
4. Be authentic. Don't write to be liked. Write because you have something to say. People sense sincerity—and also detect bluffing.
5. Video. If you're not on video, you don't exist. 10–30 seconds of authenticity surpasses a page and a half of embellished text. This isn't a claim; it's a fact.
• On Facebook – short, personal reels, strong visual posts. Comments are the new currency, not likes.
• On Instagram – carousels with a story, reels with a hook in three seconds. Authenticity over aesthetics. If you have both—even better.
• On LinkedIn – practical reflections, short paragraphs, clear conclusions, and questions that invite responses. Photos from everyday work life are a plus.
Don't post because "something has to go out." Post when you have something to say. You can be insightful in 500 characters. You can be human in 15 seconds. And yes, you can be political—without being politicized.
Today, what matters most is: how to say a lot with few words. Clearly, not superficially. Briefly, not trivially. And in a way that elicits a response.
I advocate for responsible, content-rich, thoughtful communication—especially when it comes to societal issues. But even that must follow a basic rule: if you want to be heard, you must speak in a language they understand.
Social media isn't just technology. It's culture. Each platform has its own rules of behavior, language, pace, expectations. We don't seek essays on Instagram. On Facebook, we value closeness, humor, responsiveness. On LinkedIn, credibility and a human tone.
If we don't understand this, even the best content will go unnoticed.
And finally:
Don't underestimate your audience—and don't overestimate their patience. If you have something to say, make an effort. Not speed. Not loudness. Intelligence. And keep it short enough to be memorable.
If you can't convey it, others will. Shorter. Better. And more audibly.
Communication today is no longer linear. It's no longer one-way. And it's certainly no longer self-evident. It's thoughtfulness. It's a tool. It's an opportunity. And—it's a responsibility.
Today, what matters most is: how to say a lot with few words. Clearly, not superficially. Briefly, not trivially. And in a way that elicits a response.