Have you ever sat staring blankly at a blinking cursor just waiting for the perfect witty response to surface? Welcome to the club.
We have so much control over our brand’s visual identity, almost to an overwhelming degree, that finding our authentic voice is not only essential - but rather a means for social media survival.
Millennials favor brands that deliver content in bite-sized, digestible pieces. The copy doesn’t have to be overworked - just something that your audience can connect to.
Consider captions like an asterisk that serves a greater purpose - a deeper explanation and personal reflection of what the naked eye may not catch. You’ll start to build a network that anticipates each of your posts, shares your content and self-identifies with your brand.
Bring Followers Value
Even while you’re selecting the next photo to post on Instagram, you can start crafting your captions internally. Ask yourself: why does this post matter to my audience? Does this photo show more than just a pretty scene? And, how is this post - both the photo and the caption - serving my community? Feeling confident in those few areas will help crystalize the intention behind your voice.
Transport your audience
Focus on giving followers a level of 'surprise and delight' with each short narrative - something new and captivating. What’s the story behind the scene? How does your unique approach as a creative drive that design or experience? Provide a sense of place and invite curiosity from your audience (which we will get to next). Videos are on the rise, and should be used liberally when you have the right content.
However brief, captions should be the appetizer - not the full meal. Always try to encourage your audience to go beyond the double-tap and further into your world, whether leading them to a blog post on your website, a media placement online or to your stories. Without this push, your followers might just casually scroll through your feed, rather then go on the journey that is your brand.
So, let’s get down to it - a few examples
Standard Caption: Florals by @flowerbud were so pretty! Couldn't believe how everything came together for this wedding.
Revised Caption: With the creative artistry of @flowerbud, we transformed an otherwise minimal backdrop with a jaw-dropping display of budding lemon trees. Our clients spent three years traveling around Europe and remember fondly a sense of peace in a place that was covered in these earthly trees - the Island of Capri along the Amalfi Coast. We transported guests to that serene haven with a nod to A+J’s travels, through a multi-dimensional design that felt uniquely personal. See our stories for more.
Standard Caption: Just finished our fourth wedding of the year, what a crazy journey!
Revised Caption: We just returned from a special wedding weekend in Nantucket - one that was a true testament to many creative minds at work. At the start of our journey together, V+B had already selected a beautiful venue to host their celebration. But as the design process got underway, it became clear that the space didn’t feel totally right. Thanks to the gracious flexibility of our team, we moved things to a private estate that would allow for us to execute their vision without limitations. And the result was more memorable than we could have imagines. We’re so thrilled to share this celebration, now featured on @brides [link in bio]
Many of us share the struggle of communicating what’s going on inside our imagination, on paper. Here’s a helpful post we wrote a few months back about developing engaging copy for your brand. It’s not going to happen overnight and it may mean some trial-and-error. But shifting your approach in favor of a more compelling narrative is something your followers won’t be able to get enough of - trust us.
*This post was conceptualized by Rachel Trahan, a valuable member of the In Good Company team
Need a helping hand crystalizing your brand's marketing strategy? Email us - we'd love to chat