(1070 words)
There’s a classic Friends episode where Ross, Rachel, and Chandler try to move a couch up a narrow staircase. Ross keeps yelling, “Pivot!” but Rachel and Chandler freeze. They don’t know what he means. Chandler finally snaps: “What does pivot mean anyway?”
That’s exactly what happens on social media when government posts use unclear language. The audience freezes. People get frustrated, tune out, and move on.
Everyone loses. Especially the people who need our information the most.
If you’re a government communicator on social media, you have an especially tough job.
Your posts compete with celebrity news, memes, and cat videos. Your users are on a four-inch screen, often distracted by standing in line or watching TV. And yet, your content might be the most important thing they see all day: information about health, safety, housing, transportation, or benefits.
If your language isn’t clear, people will scroll right past it. If they don’t stop scrolling, your message is gone.
That’s where plain language comes in.
Why Plain Language Is a Social Media Strategy
The Center for Plain Language defines plain language as communication your audience can find, understand, and use the first time they read it. That definition is particularly important on social media, where people decide in seconds whether to keep scrolling.
Plain language is a key strategy for building trust and engagement. Writing in plain language helps people understand your information on social media. People trust information they understand. If they get it, they trust you.
If they don’t get it, they’re gone.
Plain language helps your audience:
- Understand your message quickly
- Decide whether it’s relevant to them
- Know what action to take
When posts are clear, people are more likely to:
- Read past the first line
- Like, share, or comment
- Click a link
- Trust your agency
This matters because when you’re a public servant, your work means more than your engagement metrics. Your goal is to improve public life. People look to government for information about health, housing, roads, court systems, libraries, and schools. When you consider what we’re communicating about, being clear is critical.
Social Media Is Not Built for “Official” Language
One of the biggest mistakes government communicators make is writing social posts the same way they write reports or press releases.
Social media works differently.
People scroll fast. They skim. They read on phones. Long sentences look even longer on small screens. Dense paragraphs feel overwhelming. Posts filled with jargon, acronyms, or abstract language require extra thinking. That’s not why people use social media.
If your post feels hard, people move on.
Plain language meets people where they are: distracted, running around, and deciding in seconds whether your content is worth their time.
Everyone—Yes, Everyone—Prefers Plain Language
Some people worry that plain language won’t work for educated audiences or technical topics.
Research shows the opposite.
Jakob Nielsen, a leader in usability and user experience (UX), found that even experts in science and technology prefer clear, concise language online. His team summed it up perfectly: “No one complains that content is too easy to understand.”
That’s especially true on social media, where even professionals want fast, clear information they can absorb at a glance.
Plain Language Boosts Engagement
Clear posts perform better. Consider these examples:
A city health department posted:
“Due to inclement weather, vaccination operations will be temporarily suspended.”
After rewriting it in plain language:
“We’re closing our vaccine site today because of bad weather.”
The plainer version reached more people and was shared twice as often.
Another agency posted:
“Major service disruptions expected due to infrastructure enhancements.”
Rewritten:
“Expect delays this weekend for track repairs.”
The second version got more engagement—and fewer angry comments. Why? Because people immediately understood what was happening and how it affected them.
On social media, clarity reduces frustration and increases trust.
Plain Language Builds Credibility Online
You don’t build credibility online by sounding formal and stiff. You build it by offering information people can understand and use.
Compare:
“The department advises individuals experiencing respiratory symptoms to consider utilizing face coverings in indoor public spaces.”
Versus:
“Coughing or sneezing? Wear a mask indoors to protect others.”
The second version:
- Gets to the point faster
- Uses everyday words
- Speaks directly to the reader
It sounds like it’s written by a person, not a bureaucracy. That human tone matters online.
Clear language also prevents misinformation. When posts are vague, people get confused and could even flood your inbox with questions. Clear posts reduce confusion, comments asking for clarification, and unnecessary follow-up messages.
Accessibility Starts With Plain Language
Accessibility is inseparable from social media writing. Many users rely on screen readers. Long, complex sentences are harder to process when read aloud. Short, direct sentences work better.
People with cognitive or learning disabilities benefit from concrete language. People with lower literacy or limited English proficiency benefit from familiar words.
Compare:
“Individuals experiencing food insecurity may qualify for federally funded nutritional assistance programs.”
With:
“Need help getting food? You may be able to get free food from a government program.”
The second version is so much easier to understand.
Build a Clear Path to Action
On social media, your audience doesn’t need background memos or internal context. They want answers to three questions:
- What is this?
- Why should I care?
- What should I do next?
Strong plain-language posts lead with the most relevant information, not agency process or history. They use clear calls to action like:
- “Register now”
- “Read the full guide”
- “Apply online today”
Avoid vague phrases like “Click here.” Make your call to action meaningful and specific.
Watch the Acronyms and Jargon
Nothing kills social media engagement faster than a bunch of bureaucratic acronyms no one understands.
If you use an acronym, define it the first time—even in a single post. If the audience doesn’t know what it means, they won’t keep reading.
Avoid technical jargon and insider terms that only your colleagues understand. Write like you talk.
Plain Language Is a Practice
Plain language isn’t about perfection. It’s about consistency and intention. Even small changes can make a big difference.
Before you post, pause and ask yourself:
- Can someone understand this in five seconds?
- Would I say this out loud?
- Does this help the reader take action?
Every time you choose clarity, you help someone stop scrolling—and start trusting.
About the author:
Shuly Babitz is a Senior Writer/Strategist and the Plain Language Lead at the US Department of Health and Human Services. She regularly presents on the principles and benefits of writing in plain language, particularly in Federal government.
The views expressed here are my own and do not necessarily represent the views of HHS.