Anyone can upload a photo onto Instagram and say this is a picture of ____. What’s more important, is a thought-provoking caption. Does your caption make your audience want to hit like? Smile? Laugh? Does it stimulate thoughts or feelings or a call to action? If it doesn’t do any of these, you need to re-evaluate your content! When it comes down to it, you’re hoping that when someone sees your photo, they’ll be interested in buying your product. This is why your captions are important.
So, who are you? What do you want your audience to know about your brand? Take the time to figure this out as it will help create your voice in all of your communications. If you want to be funny, go for it! Just make sure you’re consistent with whatever you choose as it helps to create a connection with your audience to create & maintain brand loyalty.
Okay, you have your photo - now what? Get writing! I like to come up with a few options and then come back to the list later with a fresh mind. I may make changes or add new options. Do what works best for you. Writing is fun, so get a little creative with it! Please don’t forget to proofread your captions or have someone take a second look. I can’t tell you how many times I see great content with a caption that has spelling mistakes, grammatical errors, or just doesn’t flow. You work hard, so don’t let something preventable ruin your post.
It’s a good idea to include a call to action or some form of engagement in your caption. If you’re promoting a new product, a sale, or a special feature - encourage users to check out your website or get more information by tapping the image driving them to a purchase point. A caption not only allows you to interact with followers but allows them to interact with each other. If you sell ice cream, ask your fans what their favorite flavor is. Suggest they tag a friend they’d want to share your ice cream with. What’s a flavor you don’t make that they may enjoy? Don’t forget to engage back with their comments through likes and responses
Your caption should be thought provoking or make readers feel something. So think about who your audience is and how you can approach them. Any good marketer can tell you how an emotional appeal resonates with your audience. Be true to your brand, be honest, and you will start a connection. Although not necessarily integrated with your brand voice is a very important way for your posts to get found: hashtags. How many you’d like to choose is up to you, but make sure they are relevant, unique, and not too general.
Till next time, here’s something to remember.
“Advertising is based on one thing: happiness. And you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay.” - Don Draper