I’m just here for the comments.

Comment sections are like car accidents; you don’t want to look, but you can’t tear your eyes away. One minute you’re reading a newsworthy article, then suddenly you find yourself drowning in a wasteland of internet opinions.

Of course, people are fascinated (if perversely) by these diverse perspectives, which is why social reaction posts have become so popular. Just like any well-executed content strategy, reaction posts can help build awareness surrounding your brand. Simply scour social media for the latest reactions to popular news stories or pop culture events, and you’ll find endless sources of inspiration.

Here’s what to keep in mind when crafting your very own reaction post:

1. Be Concise

Internet reaction posts generally cover stories that have already reached critical mass. Remember that the point of this type of article is to sum up the general consensus of the public, not rehash every gory detail. Consider writing a longer, more detailed article outlining the newsworthy story itself that you can link to within your reaction post.

2. Keep it Conversational

When you’re writing reaction posts, pretend you’re filling in a friend on the latest gossip. Focus on making the content conversational and entertaining, rather than informative and serious. Keeping these posts light, short, and fun is usually the best way to go.

3. Choose the Best Storytelling Method

The best reaction pieces are backed with supporting visuals, but there is more than one way to tell a compelling story. The first option is to weave embedded social posts or screenshots of commentary throughout your piece.

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Another option is to use the first half of the article to set up the story, and follow it up with embeds of social posts or screenshots.

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As always, consider your audience and subject matter when deciding which format tells the most compelling story.

4. Do Something Different

While the above examples mostly cover news and pop culture, there’s no reason why you can’t write a reaction piece about an industry-related topic or event that is more removed from the mainstream news cycle.

Don’t be afraid to do something different or get creative. Encourage “personalities” on your team to share their own opinions about a popular topic that is also relevant to your brand.

image025. Find a New Angle

Want to cover a recent event that has already been covered way too many times? Try approaching your reaction post from a totally different angle. The more unique you can make your content, the better chance you’ll have of attracting readers, even (especially!) if they’ve already read up on the details of the event.

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Longneck and Thunderfoot offer social media management services to build a vibrant audience for your brand across all media channels. Learn more about social media and PR here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for Ireland.com, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

More posts by Ami Foote