Creating tension, the need to read on, to find out what happens next, is a technique that writers can use to build engagement with their followers online as well as in their stories.

I’m not suggesting that each post should have a cliff hanger, but I am encouraging you to think about how storytelling techniques can be used in a social media environment.

When we see news posts or articles about upcoming novels we are being teased by foreshadowing, a long established technique for building tension in stories.

People will look out for further posts about the book, if it’s of interest to them, and they’re also more likely to come back to the sites that deliver such teasing posts, to find out what happens next.

But foreshadowing is only one technique for building tension.

Dropping opposite types of books in the same post can do it too, especially if you promise to deliver more on the subject later. Anticipation is an effective tension builder. An upcoming award or controversy can also inspire tension. 

Relationship tension can work too (will characters get together) and task tension (will we find the answer to a puzzle). Think about what engages you when you read online about an upcoming release.

Then, when it comes time for you to promote your book, think about what tension building techniques you can use to build interest in your work.

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