1) Impact: Hook them in

Get attention. Figure out where your audience is most receptive and do whatever it takes to stand out. If you don’t stand out or you try to copy what everyone else does then you don’t have impact. Your copy should be succinct, memorable, and challenging. Your art direction should be bold to get attention and it should be in contrast to the environment it’s in.

2) Message: Make it meaningful

Resonate. Your message has to be something your audience cares about, that is deeply relatable to their lives and experiences. Your message also needs to be delivered at a time and place they are most receptive to it.

3) Persuasion: Reason they should engage

Why should they? What do they get out of it? Try to make it a frictionless choice. Illustrate the audience not yourself. Good engagement sounds like the voice in your head.