How to write engaging Instagram captions that convert

Gone are the days when a one liner or emoji sufficed as a caption. Sure, there are the very few exceptions that get away with putting no thought into their captions however for 99.9% of us trying to break through the noise of over one billion users, we need a strategy for captions just like any other communication tool in our marketing plan.

 Writing copy for marketing is an artform – language that evokes emotions and urgency to act without being too salesy and turning off our audience can be tricky to say the least.

 First, you need to know and recognise your brand voice– this means you need to identify key terminology and language that personifies your brand and is then consistently applied in your communications (beyond captions, it needs to extend to your other socials, website, emails, etc.)

 Next, let’s break down a simple structure for Instagram captions.

The Hook

You only have 125 characters available to capture the attention of you reader. Your photo has done it’s work and stopped the scroll, now your caption needs to take over and build on that momentum.

Your hook needs to be directed at ONE person (no “hey everyone” or “hey guys”) but something that speaks to the audience. Effective examples include; Did you hear? You’ll never guess…! Tell me I’m not the only one who thinks this…

The Body

This is where you tell your story and link it to the purpose of the post. A long form caption has a body of 1-3 paragraphs so much sure you break up bulk text into paragraphs and use dot points to make it easy on the eye. The body needs to outline the benefits of what you are selling by taking the reader on a journey that they can identify with.

The Call to Action

All captions need to have a Call-to-action if you want the reader to do anything!  

This needs to relate directly to the purpose of the post. If you want them to head to your website, send them to you bio to click through (no links in captions please, they don’t work!) if you want engagement direct them to the comments.

Remember, when you set out to write a caption you want to be clear on the purpose of the post, know your brand voice and focus on taking the reader on a journey rather than selling.