How do I get my business noticed online? How can I create an engaged social media audience? How do I convert website visitors and social media followers into customers? What hashtags should I be using? Are Google ads a good investment?

I'm Sydney Chakalos, a marketing nerd and small business owner with a passion for helping other small business owners grow their business using effective online marketing strategies on any budget.

Learn how to create and implement a marketing strategy that strengthens relationships with your audience and increases your bottom line. We'll cover topics around social media, email, Google ads, branding, and websites. Building your brand is a marathon and I'm here to help you win the race.


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Marketing Your Local Business Online Podcast

Social Media



Social Media

How to Use Language to Improve Social Media Performance

Did you know that the language that you use in your posts can impact how it performs in the algorithm on Facebook and Instagram?


The language you use on social media is important for a variety of reasons. Some are more logistical (i.e. words that perform better on the algorithm) while others are more emotional (i.e. language that reaches/strikes a chord with your audience).


So what does this mean for your business? Here are a couple of things to keep in mind when creating content and captions so that you can optimize your social media presence and reach more people! 




Stick with positive language that encourages action

Let’s take the word “problem.” Right off the bat, we can see that this word does not really evoke any positive feelings, so first and foremost, we want to find an alternative that is more positive: perhaps “issue,” “dilemma,” or “challenge.” The next thing we want to ask is whether or not our word choice inspires action. “Issue” and “dilemma” are quite passive, so we might land on the word “challenge.” “Challenge” has a generally positive connotation and encourages the audience to take action (whether it is to take on and overcome the challenge, challenge someone else, etc.)


Know your audience and the language they respond to. 

The more you know your audience, the more you will be able to connect with them. For example, according to author Michael Rosen, the phrase “new and improved” resonates with an older demographic because it was used to spark excitement in their generation. However, millenials and Gen Z may respond better to a more modern word or phrase, such as “innovative.” Little details like this can make a difference in how well you reach your audience!


Avoid engagement bait. 

Instagram and Facebook have been cracking down on “engagement bait” (content that encourages followers to engage with language like “comment down below” or “share this post”). Engagement bait does NOT perform well in the algorithm, so try adjusting your language to achieve a better outcome. Here’s a few examples of how to shift your language: 

  • Instead of “comment down below,” try “let us know ____.” 
  • Instead of “share this post,” you can say “let your friends know about ____.” 

When in doubt, try to take a more conversational tone. Avoid the social media robot voice!


The biggest takeaway here is to be mindful of the language that you are using on social media, as it does have an impact on how your content performs. Remember to stay positive, know your audience, and avoid engagement bait! Let’s connect on Instagram for more frequent social media tips and digital marketing advice.

meet sydney

Strategist. coach. educator.

get to know me

Hi friends! My name is Sydney, founder of Marathon Marketing & Branding, and I’m so happy you’re here! As you might have guessed, I am an avid runner, which allows me to have more of that pinot and pasta in life. Running long-distance is all about training, endurance, and consistency. I realized that these same traits are directly applicable to social media marketing as well.