It’s impossible for a business owner to ignore Instagram’s popularity. More than one billion monthly active users are reported for the quickly expanding social platform as of 2019, and that number is only anticipated to rise.
If you’re not paying close attention to your social copy, especially your Instagram captions, you could be missing out on a significant opportunity. You may already have the coveted Instagram blue tick for your business profile and post stunning photos and videos on your business’s Instagram and IGTV feed.
Instagram captions can benefit your company by boosting website traffic, Instagram follower growth, and even revenue. On Instagram, a strong image can compel people to “slow their scroll” and stay focused on your post, but a well-written caption can generate far more traffic and generate more revenue.
What Elements Make for A Strong Instagram Caption?
More engagement can be generated via compelling captions, and the Instagram algorithm is quite important for this. Strong language in your caption helps your followers understand they need what you’re offering by defining your brand’s narrative and personality. In summary, Instagram captions can boost your business’s social media success, which will benefit your bottom line.
Your posts are more likely to be served (or “seen”) if the platform likes your engagement rates according to recent changes to Instagram’s algorithm. This indicator examines how many user comments you receive on a post and if you reply to those comments. As strange as it may seem, these changes mean that simply having a huge number of followers no longer ensures that your postings will be noticed.
What appears first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors like the timeliness of posts, how frequently you use Instagram, how many people you follow, etc., according to an explanation of how Instagram’s algorithm works published earlier this year.
Why does this matter? To begin with, an Instagram user’s channel’s top content is dependent on that user’s personal activity. Therefore, as a company, you must persuade users to interact with your content, whether that means spending a short time on it or enjoying, commenting, or sharing it. (We’ll talk more about how captions can facilitate these tasks shortly.)
I got their tips on how to craft Instagram captions that can increase your sales, reach, and brand affinity by speaking with two Instagram marketing gurus.
Your Campaign Goals Serve as The Foundation for Writing Powerful Instagram Captions.
Go back to the main objectives of your Instagram strategy and let them direct you before you start composing captions. Typical overarching objectives include:
Organizing a campaign to raise awareness of your brand or to boost brand recognition generally (this can mean increasing your reach and number of followers, or driving traffic to your website for awareness purposes)
Announcing a New Product Launch, a Deal, or A New Collection
If you have an Instagram Business account, you may spend money on sponsored posts to make sure a specific audience sees your pictures. It’s important to keep in mind that there are a number of established calls to action from which to choose when investing advertising dollars in a sponsored post (also known as a “promoted post”).
The following call-to-action button choices are supported: Learn More, Book Now, Download, and Contact Us. Additionally, Shopify merchants can enable their Instagram accounts to give users more information about their products with a single tap and even take users directly to their Shopify store to complete a purchase, all within the Instagram app, thanks to Instagram’s Shop tab and product tagging functionality.
You’ll want your call to action to accomplish two things if you’re running an entirely organic campaign without spending money on Instagram ads:
encouraging fans and prospective fans to read your caption, click the link in your bio to visit your profile.
Obtaining Likes, Comments, or Shares from Followers (by Tagging Others)
Remember that you cannot include clickable links in organic posts; as a result, you must drive users to your website or product page by telling them to click the link in your Instagram bio.
How to Craft a Strong Caption for Instagram
1. Maximize the First Sentence.
Include crucial information at the beginning of your caption because Instagram shortens it after three to four lines. Only the first few sentences will appear on a user’s feed, so make sure they are interesting or pose a question. Also, avoid placing your call to action at the end of the sentence.
As Carter advises, “Lead with the hook in the first copy of your Instagram caption, just like you would with any other kind of marketing.” When I get to the important information in my captions before the line break (the “More” option on Instagram allows you to keep reading past the first two lines), I notice higher interaction.
2. Incorporate a Call to Action or A Query
Every article should have a clear purpose and meaning, so start each one off with that goal in mind and let it guide your call to action. How do you want your followers to behave?
- Check out your website.
- Shop for a certain item?
- Send the article to your friends?
- Shop during a sale?
3. Add Value
In order to boost the added value of your Instagram post, Portnoy advises offering “tips and tricks” or “any kind of information to help educate or inform.” By providing the user with value in your Instagram captions, you’ll increase the likelihood that their post will be shared and saved.