But it’s an essential part of the user’s experience, which means you have to get it right. Describe a problem faced by your followers or target audience, further agitate them by connecting it to some negative emotion or experience, and then offer a solution (typically, a product or service you offer).įor example: “ Many people struggle when it comes to writing Instagram captions. The goal is to excite them and create a sense of desire or longing.Īnother effective storytelling method is to use the PAS (Problem-Agitate-Solution) approach. The second example paints a picture and encourages the reader to visualize themselves experiencing the photo fully. Just as the sun brightens the sky, head to the bar for a continental breakfast of light pastries served with freshly squeezed juice”. Your caption might be, “Visit our apartment to enjoy delicious food, great views, and a warm climate”.īut a better caption would be: “Come enjoy views of the glistening sea from your bedroom apartment or head downstairs to soak in the sun on one of our relaxing sun loungers. Allow your audience to connect with the subject of the Instagram photo.įor example, suppose you’re advertising a hotel in a hot country. Rather than just listing the benefits of a product or service, focus on emotive language and story-telling. Storytelling helps sell your brand without sounding salesy. If you’ve launched a new product, such as a pink lipstick range for Valentine’s Day, your opening sentence could be a statement such as “Red is out and pink is in.” These short opening sentences are great for creating interest. Here is a simple way to ask a question in your caption that links back to your image Surprising statistics, a question, an announcement, and an intriguing statement can spark interest.Ī competition post could open with “Giveaway Alert”, while an educational post might share a statistic such as “UK coffee drinkers make around 95 million cups of coffee a day”. The longer someone spends on your post, the more chance of Instagram improving its visibility. Your opening sentence must be enticing enough to encourage people to click “more” and read the rest of your caption. With this in mind, here are some key elements to include: A strong opening sentence What are their pain points, objectives, desires and interests? What problems do they have and what solutions can you offer? Will they respond best to educational content, for instance, or inspirational posts? Are you trying to capture new audiences that aren’t aware of your brand or industry, or are you trying to convert users of some other product or service? Short paragraphs and the odd emoji (not too many!) can break up text and make your captions easier to read.įinally, be sure to consider your target audience. Use clear, simple, conversational language-as if you were speaking to your audience. Humanize your content and prioritize authenticity. Instagram is a social sharing app, so people expect to connect with other people.
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