We know it’s important to  keep your finger on the pulse of the flashy new visual formats that become available on social platforms. It’s easy to get excited by them and start flooding your content plans with live photos, 360 videos, Facebook Lives, cinemagraphs, parallaxes, filters, stickers, animated infographics, kinetic text and Sparkle Pics. 

Ok, I made that last one up. But you get the point. There are so many creative visual formats we can play with on social media that sometimes we forget the power of words. 

Lately, there has been a resurgence of brands using just text in their social media posts. That’s it. Simply posting a text based status like you used to back when you first got a Facebook account and wanted to tell the world what was going on in your day. 

Posts like this grab the audience’s attention because it’s  rare to see a brand posting on social media without a visual asset. It comes across as much more authentic – images from brands on social media often come across as an ad, but text based updates feel  like it’s a real person behind the keyboard. 

And if those benefits don’t get you excited, just think of all the studio time you’ll save. 

However that’s not to say that coming up with a text based post is easy. If you want to do it right, it needs to leap out at your audience, capture a human truth, and prompt conversation. Here are three brands we’ve seen in the market applying these lessons really well to create compelling text based posts.

1. Netflix

This one grabbed a lot of attention at the start of this year. Netflix tapped into both the heatwave happening in Australia and a blunt Australian sense of humour to make a highly impactful text post. It was relatable, simple, and gave Netflix a larrikin, comical spirit.

What you can learn from it:

  • Tap into a cultural moment or phenomenon. 
  • Be short and sharp to emphasise humour.
  • Don’t make your text posts sound branded. Be human.


2. NSW Police

NSW Police Force is great at balancing serious messages with funny delivery in text posts. 

What you can learn from it:

  • Get a debate going. Chocolate in the fridge is a polarising debate. You don’t need a picture to start this debate off. 
  • Use varying sentence lengths to give your text post a nice rhythm as the user reads them.


3. Short and Wide

This NZ brewing company got particularly punny with this text post. 

What you can learn from it:

  • Puns, while often looked down upon in the marketing world, are great fun in social text posts. It encourages people to contribute with puns of their own and makes the post more shareable. 
  • Don’t be afraid to go long with your text posts. Humour often comes from committing this hard to a silly premise, and it really stands out in the news feed. 
  • Use an extremely casual tone of voice and make relatable pop culture references. 

So now it’s time to get out there yourself. Take the risk and pitch in an idea for a text based post. We’re not saying you need to completely ditch visuals. But having a few text based posts in the mix on your social media feed can make your brand seem much more fresh and human.