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How come some people and companies do so well with social media, while others don’t? Well, some have the advantage of celebrity, which helps them from day one. But what about people who are unknown, but still manage to create huge followings on Facebook, Twitter, Google+, YouTube and elsewhere?

A big part of their secret lies in the fact that they know how to write Popcorn Content. Popcorn Content is the short-form text you write when adding a tweet to your Twitter stream, writing the first sentence of a Facebook update, creating a title for a YouTube video or writing a headline you want people to read on Reddit.

This is a new and exacting writing skill. You have very few words to work with, but you still need to be able to hook your readers. And once you have people’s attention, you need to strike just the right balance between being entertaining, intriguing, provocative, engaging, conversational and promotional.

In Popcorn Content, Nick Usborne teaches you the new and essential craft of writing short-form content for social media.