Gone are the days when your Insta feed was filled with cute puppies, koi fish ponds and selfie pics from your Christmas party. Times have changed, and Instagram is no longer only about cute pictures with a nice filter and a pretentious caption. It has become more than that because since then, the social media network has dramatically increased in audience size, engagement and potential for marketing. Along with the increase in people signing up to Instagram has come a willingness to spend money on promoted products.
The Exact Spot For Potential
The copy your client posts becomes the difference between a follower that likes their photos and brand and one who buys their products. Instagram’s algorithm views posts that receive likes, comments, shares and tags as valuable. They get promoted beyond just the poster’s feed, to the eyeballs of many Gammers.
Taking this into account, it’s clear that your client’s captions are a key to capturing those eyeballs and encouraging engagement from their followers. With engagement, will follow sales.
There are 2,200 characters available on an Instagram caption, which is about 300 words, but all these words will not all display in your clients’ follower’s feed. You’re lucky if you get the follower to read even the first few lines of the caption. Therefore, it is critical that you carefully plan the first three lines of the caption for desktop, and first two lines for mobile, before the content is truncated. That is about 125 characters before the “More…” is displayed, so use it to mention a sale or update about re-stocks.
Beyond The Headline
Besides being hard-hitting within the first 125 characters of your client’s captions, how else can you make the copy you create on Instagram engaging? Using emoticons related to the post and brand is an excellent method of breaking up the text and providing direction for the readers. You can also help readers find your client’s profile by including relevant and trending hashtags within the caption, and beyond that, Geotags and niche terms in the hashtags. And finally, don’t forget to include Calls To Action at the end of the post, not forgetting to add words such as like, share, comment, shop, check, buy and go.
Use The Community
Even with the best guidance around, creating content for your client’s Instagram accounts can be time-consuming and even tricky. And if you have multiple clients whose account you need to create content for, the problem confounds exponentially.
Thankfully there is a great content hack that you can encourage your clients to participate in: crowdsourcing their content from their community.
What is more convincing than Instagram posts shouting about how good your client’s product is? Customers actually using the product, that’s what!
Posting user-generated content, including what influencers and customers have to post about your client’s products is one of the most powerful forms of social proof that we as marketers have at our disposal, so don’t be shy to indulge. Aside from giving you free content that you can post to your client’s feed, and providing your client with a feeling of accomplishment as they post images of their happy clients, this tactic also creates a sense of trust in the audience of potential purchasers as they are slowly convinced of the value of the product by seeing other happy clients using it.
Just a few simple ideas on how to get the most out of the content that you create for your client’s Instagram feed. Of course, if you need help or just want to throw around a few ideas, get in touch.
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