So long are the days of salad pictures and overly filtered selfies. Many people actually put a lot of thought into their Instagram captions and know they’re serving up a story for their audience. Good news is, you don’t have to be the best copywriter in the world to get this aspect of your IG post down pat. When it comes to copywriting for Instagram, there are a few things to consider to capture your audience in a saturated market (which by the way is what every single industry is facing). Strong copy allows you the opportunity to capture your brand voice, as well as the attention of your current audience and future customers.
Write for your audience, but stay on brand.
Firstly, you need to know who your audience is. Is your content geared more towards millennials or the corporate crowd? Once you have nailed down who your copy is for, this allows for a more clear direction of who to write to. If your account is geared towards a younger crowd you may want to include pop culture references or slang from the latest TikTok trend ie. cheugy anyone? While if your audience is more mature, you might want to keep your copy simple and straight to the point. Whichever direction your brand goes, make sure it applies to your brand though. Copywriting or even creating Instagram posts become difficult when your brand doesn’t resonate with your own voice.
Make your copy bite-sized.
If you have a longer caption we recommend breaking it up within the Instagram caption itself. Start with a one-liner of what your post is about allowing the opportunity to capture the attention of your audience and go from there. Make the first line controversial, ask a question, or state a fact – how will you keep your audience’s attention?
Offer a call to action and invite your audience to engage.
This is also another great way to start or end your post. Use terminology like “comment if you agree” “we want to hear from you” “double tap if you love this as much as we do” or “save this post for later”. This is an invitation to how you want your audience to engage with your post.
The best way to write for your consumer is to think like your consumer. What is their pain point and what do you help solve? Or share a success story and build trust with your audience. While you may think a review isn’t “adding value” directly, it does when it comes to strengthening your relationships with your community.
Copywriting for your brand is forever evolving! There is no harm in testing out your copy on your social posts and seeing what works best for your audience.
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