Snappy images might impress the photo-hungry; but, in general, only a few slick words will drive action. The action driver is known as a caption. A few words that go a long, long way… when done right.
Captions determine movement – will visitors interact with the post, or will they take an early flight to another destination? The answer frequently depends on those few chosen words.
Ideally, caption complements image. The picture grabs; the verbiage pulls. But don’t take this relationship lightly. The words might be few, but their influence is enormous. So make them count.
Start by keeping them brief – avoid overages at all costs. Amazingly, certain marketers have missed this universal message. The result is a world of huge, clumsy captions. Way too many out there. Furthermore, this chunkiness is guaranteed to discourage, confuse, and otherwise shove users away. The fact is, only the short n’ sweet grabber will do the trick. So, turn off the tap, and turn on the traffic flow.
An effective caption also spells out an objective. Maybe you want users to click a link. The verbiage should make this clear. The same holds true for all other desired actions – purchase a product, share the post, give us a like, etc.
No matter what the objective, an enticing caption has the human, person-to-person touch. To this end, use popular pronouns such as “we’d’ really like you to …” rather than ultra-stiff standbys such as “our company is offering …”
Bear in mind, captions can take different forms, including that of a question. In fact, probing inquires have been known to work wonders. Questions such as “Were you satisfied with our service?” or “When was the last time you really enjoyed your own cooking?” often provide the pull power needed by every social media post.
If you have questions or comments about crafting social media captions, or about any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.