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The hook

Nothing breeds engagement better than great copy in your captions. If you don’t have copy that leads your follower, they will scroll on by.

You don’t have to be a great copywriter to have good captions in your Instagram posts, but hiring one wouldn’t hurt. In your captions there are three basic functions it must serve with every post.

The first is the hook. When your post is displayed on your followers’ feed, they don’t see the entire caption all at once. At the end of your second line of copy, Instagram cuts your sentence off and finishes the line with “…more.:

Captions that have a great hook will entice the follower to click the more in order to see what else you have written. Now, you can go crazy trying to write the perfect two lines of copy to have the more show up at the right moment, but don’t waste your time.

The conversation

Once your follower clicks to read more of you post, it is time to tell your story. Chances are, they have already made the commitment to read your post, so now it is time to reward them.

The most engaging copy will please your ideal client as well as keep the Instagram algorithms happy.

This is NOT, and I cannot stress this enough, this is NOT where you try to sell your business. If you have questions about when to sell your business on Instagram, go back to the IG engagement blog post.

Ideally, in these captions you are creating a conversation between you and your dream client. Pretend you are standing before your client and you are treating them like the human being that they are.

The call to action

So you have them hooked and made them feel like they are valued in your captions, now is where you get the real value out of writing great copy in your captions.

The conversation you started needs to have a way for your follower to further engage with your Instagram page. This is what we call the call to action.

One more time, this is not where you sell your business or services, but it is where you can direct them to the next step. Phrases like, “need more information, check out the link in my bio,” or ask a question related to the conversation and ask for comments in the post.

Don’t be afraid to ask your followers for comments, likes, shares and saves. Most people will do this without a problem, but often need a prompt to make the next step. Getting your readers to click the link in your bio is the ultimate goal of your conversations.

Emojis in the captions

One last tip when it comes to creating copy. Emojis are a language of their own and can be used to send a duplicate message to your reader. If you are telling a story that went from bad to good, use emojis to help carry the conversation in your captions.

Emojis also serve as a great way to break up large lines of text. Be carful not to get carried away in your captions, but use them smartly and your reader will appreciate your copy more.

Thank you for reading today. For more information on social media posting or digital marketing in general, check out our blogpage and feel free to comment or contact us with any questions.


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