How to write an Instagram caption that converts
I don’t have to tell you twice that sometimes (read: most of the time) it feels like you’re shouting into the void when it comes to Instagram. So how the heck do you create those scroll stopping posts?
Part of it is the visual you use but how you keep them around and engaged with your content is really through your caption.
Writing for Instagram is similar to all your other copywriting in that you need to have some sort of hook, story arch, and conclusion but Instagram has its own unique features. This means you may need to make some tweaks when writing your captions.
Let’s first talk about the structure for your caption:
HOOK
You need to have a hook in the first sentence of your caption (and on a graphic if you’re using one and in the very beginning on any video content). The purpose of a hook is to grab the reader’s attention so that they want to read on.
Examples:
Don’t do X if you want Y.
I have a confession to make (share unpopular opinion)
The one thing you need to do right now if you want X
STORY ARC
Once you have them hooked, you need to keep them reading with a compelling story. This means you need to have a beginning, middle, and end. Really think through the purpose of your post. It should have 1 clear thought line that people can follow. I generally like to ask myself, “What’s the point I’m trying to make with this post?” And from there I identify the story I want to share including the hook, the story leading up to the climax (and what emotions my audience is likely to feel while reading) and then for me, it’s typically a lesson I want to share with others.
WRAP UP
Not all posts will have a CTA but if they do, this would be the wrap up. Tie together your story with the CTA so they flow together seamlessly. If you don’t want to include a particular CTA in the post, make sure you conclude the post with some sort of resolution. Did you learn or realize something valuable you want to pass on?
Now that we have a solid structure down for writing captions, wtf should you actually posts? Here are some things to consider:
USE CONTENT PILLARS TO CREATE A SALES FUNNEL.
Believe it or not, you can use the 5 content pillars in a way to build your “Know Like Trust” Factor and increase conversions as you funnel people into your promotional content. Learn more about this here.
DON’T BE SCARED TO SHARE UNPOPULAR OPINIONS.
These types of Instagram posts often spark high engagement because you’re sharing your own unique opinion… And let me tell ya, people want a fresh perspective!
Are there common myths/misconceptions in your industry you can debunk?
Do you hate a trend that’s emerged in your industry?
Is there a misconception you see a lot with your customers/clients you can address?
Don’t overthink it and don’t be scared to post this! I often get that little ping of “am I going to turn my audience off?” only to have people overwhelmingly agree with me in the comments and in my DMs.
WRITE IN YOUR BRAND VOICE.
We often think about our visuals when it comes to our brand but your voice is equally important for attracting your ideal audience! Do not overlook this.
If your brand voice is a little more casual, keep that. Maybe you’re more professional? Cool! Do you.
Do you swear in your copy? Go for it on social… I sure the hell do!
The most important thing is to keep it consistent throughout all your marketing so no matter where your audience is interacting with your brand, they know it’s you. This will help continue to foster the relationship and connection you are forming with them.
FOCUS ON STORYTELLING AND CONNECTING WITH PEOPLE’S EMOTIONS.
Using this structure will help you stick to a storytelling framework but think of how your target audience may feel around a specific topic and/or how they want to feel around that topic. You can use this in your story arc to make it much more captivating. If you need help understanding the emotions your target audience may be experiencing, you’ll want to grab my free workbook and video tutorial on mapping out your buyer’s journey.
Questions? Comments? Share them below!
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