What’s in your Caption? How to Leverage Written Content on Instagram.
Remember when Instagram was for Photographers?
For a simple platform, Instagram is pretty versatile; no wonder it’s been sitting at the top of the app store. Prioritizing visuals, the user base has survived the various injections of additional features from Snapchat (stories), and a growing influx of video content.
That said, there’s also a place for the written word. More than a place to dump hashtags, publishing long-er form content right in the caption is an effective way to further flesh out a message or present your thoughts.
I’m all for businesses and brands presenting themselves like a publication or magazine online. Industries are used to the concept of a trade magazine, and because of that are primed to create content that looks like ads that would be placed within such a medium.
Because control of your digital media channels can remain in-house, it gives organizations the opportunity to act like that magazine themselves. Robust content strategies should included a combination of all types of content— from informational, educational, entertainment, opinion, reference, and of course some hard hitting advertising for their service or products.
The specific balance for audio, video, still imagery, written word copy, or slide desks should be different for everyone… and be aligned with what your goals for the platform are. But the bottom line is that people enjoy different types of content, they consume it at different times, and prefer certain mediums when they’re in different moods.
While your followers scroll through their feed, clicking that …read more in the caption won’t break their concentration or habit like launching an external site will. And if they’re spending five or eight minutes during their quick Insta-session, a quick 1 min. read isn’t something most people would be against.
Now, if that content, mini-article, or microblog is something valuable they’ll remember it. If it leaves them in a positive or happy mood, your one-minute caption post contributed to a significant portion of their session… a block of time where they voluntarily read your piece and (hopefully) grew some brand loyalty because of it.
Personally… I find it easier and way more low-key to throw up a quick written piece within an Instagram caption. There’s less pressure, I don’t have to worry too much about typos, I can include emoji’s, and write within the language and tone of the Instagram environment.
If I can spare the moment, I’ll opt to write a quick caption instead of jotting the idea or concept down later to further develop. For those posts that engage well or seem to have some merit as decided by the Instagram community, they can be expanded upon for a more polished written post to be published elsewhere.