How can you write metadata that is appropriate for digital platforms?

1 Know your platform

Different digital platforms have different requirements and preferences for metadata. For example, some platforms may limit the number of characters or words you can use for titles, descriptions, tags, or captions, while others may allow more flexibility. Some platforms may also have specific guidelines or best practices for metadata, such as using keywords, hashtags, emojis, or formats. Therefore, before you write metadata, you should research and understand your platform's rules and expectations, and tailor your metadata accordingly.

2 Know your audience

Another factor to consider when writing metadata is your audience. Who are you trying to reach with your content? What are their needs, interests, and preferences? How do they search for and consume content on the platform? By knowing your audience, you can write metadata that is relevant and appealing to them, and that matches their intent and language. For example, you can use keywords or phrases that they are likely to use or look for, or use a tone or style that resonates with them.

3 Know your content

Of course, you also need to know your content well when writing metadata. You should be able to summarize the main idea, message, or purpose of your content in a clear and concise way. You should also be able to highlight the most important or interesting aspects of your content, such as the topic, theme, genre, format, or perspective. Additionally, you should be able to identify and use the most relevant and specific keywords or tags for your content, to help users and platforms categorize and find it.

4 Write for humans and machines

When writing metadata, you should keep in mind that you are writing for both humans and machines. Humans are the ones who will ultimately read and engage with your content, so you should write metadata that is informative, captivating, and compelling. You should also use proper grammar, spelling, and punctuation, and avoid jargon, slang, or abbreviations that may confuse or alienate your readers. Machines, on the other hand, are the ones who will index and rank your content, so you should write metadata that is optimized for search engines and algorithms. You should also use consistent and standard formats, schemas, and syntaxes, and avoid duplication, inconsistency, or errors that may affect your content's performance.

5 Test and refine

Finally, after you write metadata, you should test and refine it to make sure it is effective and appropriate for your platform. You can use tools and metrics to measure and analyze your metadata's performance, such as impressions, clicks, views, shares, comments, likes, or conversions. You can also solicit and incorporate feedback from your users, peers, or experts, to improve your metadata's quality and relevance. By testing and refining your metadata, you can ensure that it meets your goals and expectations, and that it delivers the best results for your content and platform.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?