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copywriTing for insTagram & filTers hOw TO CReaTe gReaT INsTagRam pOsTs 41 CReaTINg gReaT COpy Text usage on Instagram ranges from short captions to longer narratives. Captioning a picture should aid in telling the brand’s story. The image seeds an idea into the viewer’s mind, and then the copy creates a deeper connection. Writing a strong Instagram copy adds intrigue and depth to an image or video, engaging the brand’s audience. A short message of inspiration, a lengthy description of the subject matter, or a call to action can each create a deeper connection with the viewer by establishing an emotional bond. Although the image is the primary focus, supplementary text supplies additional value for the viewer. When including captions, first ensure the text will add value to the image and deepen the viewer’s understanding. Determine whether the post should be informative or emotional. A short caption can sometimes create an information gap, forging a greater engagement with viewers by inviting them to fill the blank. A lengthier explanation, however, can include vivid, article-type stories. In either case, an effective copy can describe the photo and help the viewer understand the brand message. Action Items: 1. Determine subject matter of content 2. Align copy with content (e.g. inspirational usually short copy) 3. Add additional emotional or informative value 4. Create information gaps 5. Amplify the brand message/promisePDF Image | Flashstocks Instagram Marketing Strategy E Book
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