After all, Instagram is the newest way to shop online. Shoppable posts are taking over the platform, and most businesses want to get in on that action. With hundreds of millions of users scrolling through the app every day, Instagram is a potential goldmine. Still, writing captivating copy that shines through those three lines before the ‘read more’ link is an exercise in precision. Here is a handy guide to nailing the Instagram writing process and boosting your sales while you’re at it.

Preserve Your Voice

Connecting with prospects and customers has a lot to do with personality. Cultivating and maintaining personality for your business will help you sustain a connection with your audience. Decide whether that voice is funny, sarcastic, formal or something else.

Do your best to be consistent with that voice as a drastic change will confuse your followers. When customers feel like they know you, they will feel more connected to your brand and want to support it.

In fact, customers who feel an emotional connection to a business are far more likely to buy from them. Showcasing the more human and personable side to your brand is an excellent rule of thumb for writing posts.

Depending on what your brand does you can write posts that are lighthearted, serious, technical or anything else under the sun. Although, funny posts are always a great way to get customers’ attention. See how Denny’s Diner used humor to get followers to think about their chicken below.

💡Tip: If you are not 100 % sure about your writing skills (meaning the grammar, good copywriting is a different, incredibly complicated skill you need to train), you can use services like Trust My Paper and Grammarly, which are handy when editing the content that goes out to your official Instagram page.

Plan Every Post

All good writing goes through various drafts. When it comes to Instagram, writing on the fly can mean losing out on valuable engagement. Ever since the algorithm changed, posts that get more engagement filter to the top. Success on Instagram now is less about timeliness and more about posting attractive content from the start. So, taking a bit more time to write out and review captions can help ensure that your post stays visible to followers.

Long-term planning of your feed can help you achieve a stunning bigger picture. When followers see consistently great and on-brand content, they’ll like, comment and share it with their friends.

Include CTAs

Working in the most important content at the beginning is an effective way to generate engagement. Take that one step further and include calls to action to get followers clicking and interacting. Make it easy for your customers to know what to do to get more information about your product or service.

As URLs in Instagram captions aren’t hyperlinked, it’s best to keep them short. More prominent brands that have several pages they want to promote have mastered this technique (see on the picture below). Although, the most popular CTA on Instagram has to be the ‘link in bio.’

Asking followers to click through to your page to get more information is a doubly effective tactic. It gets them to visit your page for more content and nudges them in the direction of visiting your website.

Get Emotional

When you hit followers right in the feels, they’ll be far more likely to interact with your content. That’s because emotions clearly influence the way people buy. Tapping into different emotions can help you sell your products effectively.

Brands like Airbnb, McDonald’s and even Greenpeace regularly use emotions to boost revenue. While Greenpeace is somewhat different from the others, their way of evoking emotions certainly generates a lot of engagement.

Shock is a commonly used emotion in captivating posts. Those who prefer more happy feelings can encourage belonging or inspiration in their captions. Then, there’s the very new fear or FOMO (fear of missing out) that drives sales.

Making people feel like purchasing something from you will help them stay on trend is a guaranteed way to increase income. Although, don’t forget to nurture trust with testimonials and user-generated content, as well!

Use Emojis

Let’s face it, it can be hard to get an idea of a brand’s personality without some visual triggers. Emojis are a fun way to add some life to the text in your posts. Not to mention, using emojis in your posts can improve their engagement by 43%.

Rihanna’s wildly popular makeup brand, Fenty Beauty, always incorporates emojis into posts. As Fenty Beauty prides itself on providing makeup for all skin tones, emojis help add to that message. A compelling idea like promoting diversity can be made cheerful and fun with an army of emojis.

Other brands use emojis to organize their posts or draw attention to their CTAs, which are great techniques, as well. What matters most is using emojis judiciously and thoughtfully so that they add to, not detract from your message.

Work Those Hashtags

If you aren’t using hashtags on Instagram, you aren’t maximizing your brand’s reach or potential. Hashtags are what make Instagram a great tool to help businesses expand their spheres. Drawing in users that are already interested in your service is an easy way to increase sales. There is far less convincing involved when they’re already clued up on the idea behind your product.

While Instagram allows up to thirty hashtags at a time, using fewer and more impactful hashtags may be a better approach. Carefully research and craft your hashtags before you include them in a post. Integrating hashtags in your text works well, but the bulk of them should be placed at the end. Starbucks has got this approach down pat. In the example below, their use of four very potent hashtags garnered them a whopping 486,568 likes.

The Wrap-up

That’s all folks, now it’s up to you to get your Instagram working double time. By following this guide, you are sure to see your sales snowball. Although, don’t get too caught up in the details. When in doubt, keep your post simple but include those driving elements.

“Successful companies in social media function more like entertainment companies, publishers, or party planners than as traditional advertisers.”

Erik Qualman