Craft Strong Captions for Social Media
Posted on Tuesday, October 25, 2022
Written by Kyra Rickman
When planning your social posts, it is just as important to focus on the quality of your copy, or the written words in your post, as it is to focus on the quality of your images. Effective copywriting can be a great tool to start conversations with your audience and drive more engagement to your posts, but too often it can be disregarded as an afterthought. Your images on your social media page may capture your audience’s attention, but your copy has to keep it.
With that in mind, here are a few higher-level tips we have for captioning your images or writing text posts.
In Most Cases, Less Is More
When captioning your photos, it is best to keep things short and sweet. While there are some exceptions, most social media users who come across your page do not want to read an entire paragraph of copy that could have been condensed into a sentence or two. Brevity is the key to a successful social post, especially when your copy is often meant to accompany an image rather than draw away from it.
When writing your copy, try to be intentional with your words. There is almost always a shorter and more powerful way to convey your message. Don’t be afraid to use a few contractions here and there if it shortens your copy and creates a more casual tone with your followers.
Maintain a Consistent Brand Voice
Your audience’s level of familiarity with your brand voice, or the way you communicate with your audience, can influence their relationship with your brand as a whole. With a strong enough brand voice, your followers should be able to recognize your content by your posts alone, before even seeing your username or profile picture. If your posts range from entire blocks of emojis in one text post to a paragraph-long caption underneath an image in another post, it might be more challenging for your followers to regularly resonate with your content.
Most successful businesses have established brand guidelines that can be used as a reference whenever posting on social media. Create a set of rules for yourself - What words, phrases, and emojis accurately represent the platform? What phrases are not appropriate for your brand? By setting boundaries for your brand voice, you can more easily maintain a consistent and recognizable tone when communicating with your followers on social media.
Understand Your Audiences Across Different Platforms
Your brand difference may change slightly depending on your platform, and not only is that okay, but it is encouraged! Social media platforms like Instagram, Facebook, and Twitter have had years to develop individual communities with niche interests and preferences, so it is only natural your brand voice should shift a little to fit the platform you are using. Your audience demographics might vary across your social pages as well. For example, Twitter’s users tend to be a little more playful, so adapting your content to match that energy will boost engagement across your Twitter platform. Likewise, maybe your followers on Facebook are older than your followers on Instagram - You’ll want to cater your content to appeal to each audience.
One of the best ways to improve your copy is by looking at other successful platforms in your business’s designated niche. What are they posting about? How are they responding to conversations and events in the community? There are plenty of accounts to draw inspiration from, and you should spend just as much time engaging with your audience and responding to other people’s content as you do planning your posts.
If you’ve enjoyed learning about growing your business through social media, be sure to check out some of the other posts on our blog!