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How to create an Instagram Strategy - Part 2

July 2018

Write compelling captions

In Part 1 of this four-part guide on how to create an Instagram strategy, we covered how you can create a visual content strategy, tips on photo editing and all about creating content buckets. If you haven’t read it yet, you can hop on over by pressing the button above and read it before continuing on part 2.

So, now that we have locked down our visual content strategy, and hopefully have a clearer vision of how we should present ourselves as a brand on Instagram, let’s have a look at how we can write better compelling captions to our perfectly edited photos. You might think that this isn’t that important, “people only check out the photos anyways” you might think. However, this can result in missing out on an amazing opportunity to really shape the voice of your brand and connect with your followers.

Add value to your picture

First and foremost, you want your caption to add value to your picture. A well-structured caption can help promote the voice of your brand, and your voice should be consistent and clear with each post. Remember to spell check your caption and make your captions easy to read. Don’t be afraid to use humor and “slang” in your caption, this can actually make your target audience relate to you more. People are more likely to engage and connect with profiles they can relate to.


Give the reader something to respond to

Again, my number one tip is to be relatable to your audience, and what I mean with this is, write your caption as you are talking to a real person, or better yet, a friend. It is, after all, a social platform, so don’t be afraid to get a little personal.

Let’s have a look at an example to break it down a bit. Let’s say an online store, that sells t-shirts, post a cool photo of their new t-shirts, writes a caption like this:

“New t-shirts just landed at the webshop - link in bio”

The caption is not personal, there is no tone of voice in the writing, and the text is just plain generic.
They probably should have written something more like this:

“In case you didn’t already have enough t-shirts stuffed in your drawers and covering your bedroom
floors, have we got some new awesome t-shirts in the webshop waiting for you - check out the link in
our bio and comment your favorite below.”

Can you see the difference that made? You can easily get a feel of the brand’s tone of voice, and what type of people they are targeting with their caption, and no it’s not the 40-year-old neat freak.

So write something people can actually relate and respond to and build a better relationship with your followers. A good exercise for the next time you are writing a caption where you might be promoting your newest product, think about how you would tell your best friend about it, and work from that. This will help you to build brand loyalty and show off your personality. Remember to make sure your captions are
action-oriented, which brings me to the next step.


Provide a call-to-action in your caption

When sharing a new product, painting or blog post on Instagram, the ultimate goal is of course to drive traffic and engagement. And the best way of doing so is by making your captions action oriented. We are actually much more likely to check-out a profile link or leave a comment when we get asked to. You can do this as my example above, tell them to check out your website, blog or Artboost gallery, and then ask for their opinion. People love to talk about themselves, and their thoughts, so encourage them to do so.

Simple Call-to-Action Ideas for Instagram:
- Ask your followers a question
- Tell them to leave a comment below
- Encourage them to check your latest blog post
- Or simply ask them to tag a friend who would enjoy your content

Writing good and thoughtful captions can seem like a daunting task, but it doesn’t have to be. Try the best you can to follow the above tips, and just remember to get a little personal, be relatable and remember to have some fun with it. Maybe you can try out different approaches, and find the one that suits you the best.

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