Everyone knows how Instagram works, but not everyone knows how to make the most out of it. Sometimes, it’s quite challenging to keep up with updates, write Instagram captions, and post content that will get the algorithm’s attention.
That said, it’s not surprising that many people overlook the importance of Instagram captions. After all, it’s mainly a visual social media platform and for many users, it stays that way – a place to share a funny video or a few photos with friends.
However, as a freelance writer, you can use Instagram to represent your (or clients’!) brand and get visible. This is where Instagram captions come into play.
Why Instagram Captions Are Important
The obvious main purpose of Instagram captions is to describe a picture or video. An Instagram post with no text can look dull and uninteresting. Adding an effective caption brings more context and life to your posts.
With that in mind, here are 3 reasons every business or brand should include relevant and strategic captions with Instagram posts.
You get a chance to tell your story.
Storytelling is a must when it comes to branding.
A well-written story inspires, encourages, and sells. It attracts the right audience, creates an emotional attachment, and turns people into loyal followers. A story makes you human.
The key, however, is to make sure you’re writing a relatable story for your audience that creates a deeper connection with them.
Captions give you the opportunity to show your unique writing and brand voice. This is a chance for you to stand out in the social media crowd and share your authentic values. All this creates space for a higher engagement and gives you a better understanding of your followers’ thoughts and needs. Which, in return, creates a better offer.
You become more visible.
Instagram’s search engine optimization (SEO) system works the way Google does. If your text contains searchable keywords related to your brand, you can easily get discovered through a simple search.
Not only that, but your posts will also appear in your target audience’s feed if they like or engage with similar content. (This is especially true of Instagram reels.) Ensuring your posts include well-thought captions can give you a significant chance to stand out among other businesses and similar posts.
You get higher engagement.
A good photo attracts, but what makes people stay is your photo description. It makes them keep reading, follow, and engage with your content. The more time a user spends hovering on your posts, the better it is for the Instagram algorithm. That leads to a higher chance of attracting more eyeballs to your content organically (i.e. without spending money to advertise).
In addition, if you’ve written a caption that invites engagement – maybe you ask a question or make a specific call to action like “save this post” or “send this to a friend” – your followers are more likely to engage and do as you ask.
No caption, no chance for much engagement.
How to Write Engaging Instagram Captions
So how do you write engaging captions that attract followers?
Let’s get to the juicy details.
Make your first sentence stand out.
When people scroll through their feed, they don’t see your post as an entire text. They see only a picture and the first sentence at the top of your post. That means…
Your first sentence is extremely important.
I can’t stress this enough: Your first sentence is CRUCIAL.
Remember that your goal is to write a sentence that will make people stop scrolling and start reading your post. Open up your caption with a hook that’ll catch your reader’s attention. It should deliver the main idea of the entire text, but not overwhelm or bore a reader. Keeping your first sentence simple, short, and on-point is the way to go.
From a follower’s perspective, it’s always nice when a brand asks for their opinion about products or services. This is a great way to do market research, invite engagement, and form a relationship with your audience at the same time.
Your primary focus should be on keeping your sentences as natural as possible. Nothing turns a reader off more than forced and robotic writing. Likewise, “fake” tones are always obvious and unappealing. You don’t want to sound too sales-y or too laid-back, either.
Consider your brand voice: Is it funny and punchy or is it serious and precise?
Think about the ways your voice may affect your audience’s decisions about the products or services you’re trying to sell. How do you want your audience to perceive you? What do you want them to feel when reading your content?
Keep your tone and style similar throughout all your written content to maintain your brand identity.
Don’t “water down” your captions.
Prioritize quality over quantity when deciding on the length of your captions.
Instagram provides you with a limit of 2,200 characters per single post. There’s no right or wrong length for your captions, but use the space wisely.
Here are a few key points for writing the main body of your caption text:
1. Add all the important information you want your audience to know. The key is to keep it interesting for your audience to read. Don’t be afraid to speak your mind, but keep your text readable and easy to digest.
2. Provide value through your text. This is the quickest way to win your target audience. After all, people come for the interesting and entertaining content but stay (and come back!) for the valuable information.
3. Do your research prior to posting. Before claiming expertise on a topic, make sure to proofread for any misinformation and controversies. Be sure you know what you’re talking about.
4. Don’t forget to add keywords for better search engine optimization. You get discovered via the words you write in your caption and hashtags. Take the time to optimize your captions when writing.
Add a question or a call to action in the end.
To engage your audience with your content – meaning keeping them reading and commenting on your post – add a question at the end of your caption. The question could be anything from asking their opinion about the topic to encouraging them to tell their story that relates to the content of your post. People like talking about themselves; give them a chance to tell their story.
Another way to keep their fingertips in your comment section is to add a simple call to action at the bottom of your post. You can tell them to follow the account, leave a DM, or check a link in the bio. It’s a simple way to boost both engagement and the click rate on your account.
Offering Instagram Caption Writing Services
If you’re looking to start a freelance writing career (or add a new service), writing for social media is something you can consider adding to your portfolio.
Many businesses lack excellent copy on their Instagram because they’re not “good” (or comfortable) writers or don’t have time to devote to writing strong captions. There are plenty of business owners who are willing to pay someone to write captions for their brand!
If it’s something you’re interested in trying, simply add a spot on your services page with a short description of what you’ll offer. Start working on growing your own Instagram following to prove your worth.
To increase your rate, keep track of the metrics of your own posts. Once you have some solid data, you can market yourself as an experienced social media content writer.
As a freelance writer, you’re already primed to write amazing Instagram captions for your clients. It’s an incredibly valuable copywriting or content writing service. With experience and data to back up your expertise, you can build another lucrative side to your freelance writing business.
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