How to write Instagram captions that generate engagement

Why Instagram captions are-important for marketers

It can often happen, scrolling through the Instagram timeline, to see celebrities or famous accounts posting photos without captions. Despite this, they receive thousands of likes and comments without saying a word. But they can afford it because they have millions of followers.

Most brand and companies can’t take advantage of that celebrity factor and therefore can’t get the same level of engagement just by publishing a post. This post must have very specific characteristics.

Although Instagram is a predominantly visual platform, based on photos and videos, posting content that attracts attention may not be enough to generate conversions.

That’s why a well crafted caption with a clear message and a call to action can have a significant impact on Instagram performance.

The caption helps guide the visual message of the photo.

It is also an opportunity to generate many more conversations so that you can better serve your target audience and be rewarded by the Instagram algorithm.

The ideal-length of an Instagram caption

In business, ideal means calibrated to your audience and your goals. So, even in this case, the length of an Instagram caption is the consequence of what we want to communicate about our company and the actions we want to generate.

There will be brands that can get right to the point with a short caption. And others who will need five paragraphs to tell a story.

Most people on Instagram prefer little text. I’m on the platform to watch photos and videos, not to read articles or challenging blocks of text. So a short paragraph is usually a good reference for our Instagram captions.

Some data show that you can reach the goal even with a single sentence or a brilliant joke that offers valuable entertainment to the public.

If the message requires more context or we need to include a call to action in the Instagram caption, a good compromise is to write a few short paragraphs.

While we said at first that Instagram audiences don’t like to read long posts, there are of course exceptions to this rule. Some successful accounts use the platform as a micro-blog, writing long captions to tell a story, share news, important updates and insights. If the audience responds to these formats, this copy strategy can also be used. To guide us, as always, will be the data of the analytics and business objectives.

Always keep in mind that you can use a maximum of 2,200 characters in an Instagram post.

Now let’s go a step further and see four tips for writing effective Instagram captions that will help us improve the engagement of our posts.

4-tips for an effective Instagram caption

Decide your Instagram caption goals

The purpose of an Instagram caption is to better tell the story or message behind the photo or video we publish.

Thinking about the structure of the caption is important. On Instagram, when scrolling through the feed, you can see that the caption under each post is truncated with “other” after two lines of text. Instagram does this to maintain a certain level of consistency in the visual feed, reducing the amount of text that appears between posts.

But this also means that people won’t see the entire caption unless they click “more” to open and view it.

We point out that it’s not ideal to write a great caption, tell a whole story and include a call to action that no one will read. To increase the likelihood of people clicking to expand your caption, make sure you have a powerful first sentence that engages your followers and encourages them to read more.

This first sentence has the same weight as a great subject in an email or the effective title of a post on blog . We need to say something that might intrigue users to click and read more. You can use questions, bold statements, emojis, and good writing to entice your audience to want to see more.

Include a call to action in the Instagram caption

Instagram allows us to add only one clickable link, which is located just below the profile bio. To get people to click on that link, you have to guide them. This is where a good call to action comes in.

The most common and used CTA on Instagram is “Click the link in bio”.

This call to action clearly tells the audience that they can browse the profile and access the link at that location to complete the action. It works well for almost any type of action: reading a blog post, downloading a giveaway, signing up for something, watching a video, buying a product, scheduling a meeting, and so on.

There are others CTA creatives that can be included to engage audiences and create conversions on Instagram:

  • Encourage users to share our content in their Instagram Stories. Most Instagram users have the ability to share posts in Stories now. If we have educational content or something highly shareable, we include a call to action, asking them to do so.
  • Ask the public to tag their friends in the comments. We can write something like “ tag a friend in the comments who would like this tip “: it’s a good way to draw attention to our content and increase engagement.

Divide the text into short paragraphs

Writing a great caption, in terms of text, context and value, is important on Instagram. But if our caption is a long paragraph, the public is likely not reading it completely. If, on the other hand, we divide the text into short paragraphs with extra spacing, the content will be easier to read and the call to action will be more effective.

There is no fixed rule for formatting an Instagram caption.

We can use bulleted lists, paragraphs, large break spaces, periods or dashes. It is a purely aesthetic choice and has no effect on the performance of the post from an algorithmic perspective.

But we need to make sure the caption is attractive to the audience because if it doesn’t get read or clicked, it definitely needs to be rethought and rewritten.

Use the right voice in Instagram captions

Our brand or company has a unique personality, style and tone of voice. Depending on your target audience, we’ll be speaking to a specific group of people, and Instagram captions should be a reflection of that. We need to make sure we are very clear about who our target audience is and how we want to engage them.

If we talk to women between the ages of 35 and 50, we will use different ways of formatting our content and our voice to attract them than we would if we were talking to men between the ages of 20 and 35.

The use of emojis, slang, geo-references, trending topics and other aspects of our brand voice will help us convey our content in a clear and identifiable tone that calls into question our target audience. / p>

When we talk to our audience using the same ways they communicate, the same grammar and syntax, they are more likely to participate and interact with our content.

How to use hashtag in Instagram captions

While Instagram hashtags aren’t mandatory, they’re popular and extremely useful. They can help you gain more followers, connect with customers, and build relationships with audiences outside of our community.

When we add hashtags to Instagram captions, we don’t just have to put them at the end of the copy. Instead, we can insert them inside the # caption to make certain parts of the text stand out more.

Instagram hashtags also allow the public to find our posts. For example, a beauty blogger might upload a photo with a new organic shampoo and use hashtags like #healthyhair, #organiccosmetics, and so on. So, if people are looking for that hashtag, there’s a good chance they’ll come across this post.

To be successful, though, you need to have a strategic vision. This means that we should be selective about the hashtags we choose and avoid generic and overly used ones like #friendship or #love. To be discovered by our niche audience, we need to familiarize ourselves with the hashtags they use or search for.

We use the best hashtags that a community carries around to increase the chances of being found. The best way to do this is to see what hashtags our audience, as well as our competitors and industry leaders are using. The more niche our hashtags are, the more likely we are to get the right audience to see our content.

As we have seen in this article, the Instagram caption is a valuable resource, so it is mandatory to use it optimally to fuel our marketing objectives on this platform.

While the process of writing a good caption will add significant time to creating a post, it’s worth writing something that is both appealing to the audience and valuable to us in building relationships, engagement and conversions on Instagram. .

Are you already using some of these tactics to write your Instagram captions? Have they been useful to you in achieving your business goals? Tell us about your experience in a comment.

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