Play Ball, or Stop it All?: Publicity Posts

You’ve created your article, but how will you promote it in the online world?

Whenever you craft a piece of writing, you need to make sure that your promotional materials stand out online. To spread the word about my long-form article, I decided to create posts for three different social media outlets. Below, you will find my mock-ups for Twitter, LinkedIn and Instagram, all of which promote the piece in a different way.


In my long-form piece, I analyze the COVID-19 return plans for two teams: the MLB and the NHL. With Twitter being a massive hub for baseball fans, I figured it would be best to highlight the MLB lens for this platform. The image is simplistic enough to convey the article topic, and since Twitter focuses on posts with minimal text, I made sure to keep my thoughts concise. Adding a couple of relevant hashtags will make sure that my post ends up in the correct feeds and earns strong engagement rates.

With a character limit in mind, I had to make sure the copy was interesting enough to attract readers. By using some word-play, I try to appeal to baseball fans and (hopefully) earn some smiles as people see the post in their feeds. Along the same lines, I wanted to make sure the image was enticing enough to make users stop and read my post. The ‘eerie’ setting in this photo draws readers in, and it also foreshadows how the MLB’s response is described within my piece.


LinkedIn is typically used for professional means, and it is a central hub for networking. With this in mind, I decided it would be best to highlight both leagues featured in my piece, as people with interests in both would be likely to find my work. The tags at the end of the copy will help direct this piece to the right individuals. Since my article deals with a relevant news topic, connections on my LinkedIn network may re-post this in their own feeds and catch the eyes of others in the sports field.

LinkedIn is also a platform where extra copy is okay. I decided to make the text a bit longer for this platform since I want to make sure my article is fully teased for professionals to see. The colorful images I chose will stand out in someone’s timeline, so I anticipate that people will stop scrolling to see what I posted.


Instagram: the hub for all things photos. I made sure to use two eye-catching pictures in this post, and they do a good job teasing what my piece addresses. Instagram does not have character limits, but in the interest of the reader, I kept the copy short and to the point. At the end of the caption, I made a call-out to visit my bio, as posting a link directly in the copy would make the post feel “clunky” and too involved.

I considered putting hashtags in this post, but I typically see people interact with tags more on Twitter and LinkedIn. The tags would have added to the caption length, which may prompt users to keep scrolling instead of pausing to read the article.

Overall, each of these platforms calls for different needs. The Twitter post needed a compelling photo and concise text, as the app has specific restraints. The LinkedIn post needed to have strong copy, as professionals within the field could see my piece and want to see a ‘scholarly’ take on the issue. The Instagram post called for strong visuals and a caption that reads like a story. While the photos help with the lift, the caption describing the photo is just as important in driving people to my bio.

Promotional materials are critical when you publish a piece. With the power to spread messages in seconds, your social media posts need to give the reader enough information to make them want to read more. If you craft them properly, you could attract eyes from across the web.

Also, if any of these posts caught your eye, click the link here to read my story for yourself!

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