Are you struggling to build a connection with your audience? Writing caption after caption can be exhausting! Trust me, I know. It's so easy to get overwhelmed with trying to stand out and make every single post different. Which is why short captions are great, to a point, but did you know? Longer captions can give you an extra boost up the algorithm! What social media platforms want, is for your audience to spend more time looking at your content, and the longer the caption, the longer your readers are doing exactly that. There's a reason carousels do so well!
So how can you consistently write captivating captions. Captions that keep your audience glued to your post and encourage them to want more.
You use the art of storytelling!
Hear me out, we have been using stories as a way to capture and engage an audience since the dawn of time. So it's no surprise that it's one of the most powerful ways to connect with your audience and I'm about to show you exactly how you can use it to your advantage.
I call it the Book Formula. It's something I use for my own clients when it comes to writing their captions, and the results are always well received! It works so well because, not only does it get to the point. It also makes for an interesting read, and it leaves your audience feeling seen and heard, result in a need for more, and ultimately that all too important click you're waiting for!
So without further adieu. Let's dive in.
Structure
Creating a well structured caption is one of the most important aspects of content writing. It can have a huge impact and shouldn't be overlooked. When you're reading a book, what's one thing they all have in common? They have a solid structure, or foundation, to build upon. You have:
Exposition, the introduction to the story - The hook
Rising action action, when tension builds - The conflict
Climax, the moment everything comes to a head - The transformation
Falling action, when things begin to resolve - The solution
Resolution which can be the defining factor for the reader - The CTA
These are all things that you need to include in the structure of your caption to really tell the story. So let's break each section down further.
The Hook
The hook is your first point of contact. The one line that's going to capture the immediate attention of your reader. It needs to be strong, it needs to evoke interest. Questions are a great way to catch your readers of guard, especially if their answer is exactly the answer they need to keep them hooked. Other examples are
The Conflict
This is where it gets nitty gritty, this is the love triangle between what your audience know and what they need. This is where Elena falls in love with Damon (If you've not seen The Vampire Diaries, 10/10 would recommend). This is where you tackle your audience pain points. The struggles they face, and how you can relate. The conflict is to evoke emotion, by making your audience, as previously mentioned, feel seen and feel heard. This is where the shift begins.
The Transformation
And so it goes, once you've ever so gently reminded your audience of their woes, now you remind them of everything they could have if they just let go. This is where you dive into the details of how your offer can help and support your audience. These are the results, and they could be anything from monetary business results, to spiritual enlightenment. What ever it is you are selling, give your audience an insight into what exactly they can get from you.
The Solution
Now it's time for the finale, the solution to the conflict. Start with why you do what you do. It could be, as and example, something along the lines of "This is exactly why I do what I do" in relation to the transformation. As Simon Sinek says "People don't buy what you do, they buy why you do it." Always start with why, and then offer the solution, what exactly is it that you do, that will solve your audience's conflicts? You've already addressed why they need it in the conflict, and what it can do for them in the transformation. Now you can dive a little deeper into how. By now your readers should be ready to take the next step. Which brings us to the final segment of your caption.
The Call To Action
This is the close, the single line that tells your audience exactly where they need to go next. If we go back to viewing our caption using the book formula, this is our cliffhanger and if you've written a strong caption, this is when you're audience gets to decide if they want to keep reading, or find a different book. This could be an invite to a chat with you, or to download your new freebie, or buy your latest product. Whatever it is, this is where you want your story to come full circle.
Top Tip: I know you're probably wondering how an earth you can condense so much into captions, but I promise it is possible. Keep your hook and your call to action short, and divide each segment into paragraphs. See how I broke down a caption for a previous post promoting Email Marketing Services.
Final Thoughts
Storytelling can humanise your brand in ways you couldn't imagine, it makes you relatable, it connects with your audience and above all it, really is the best way to engage your readers on social media and beyond. We've been using storytelling in marketing for thousands of years, (yes thousands), and it's not about to change now. It doesn't just work on social media, it can be used in every form of marketing both digital and in real life!
So before I go, I challenge you to write an epic story caption! Don't forget to tag @askr.creative so I can see and share! GO! GO! GO!