Instagram is a visual platform based around strong, compelling imagery, but that doesn’t mean that words don’t still have their place. A well-thought out Instagram caption can help to hook in your audience and convince them to follow through with your message. In real estate marketing, this can be the difference between securing and losing a lead.
Knowing what to put in a caption, however, isn’t always easy. In this article, we’re going to take you through the 6 top tips to crafting perfect Instagram captions.
1. Know your audience
The first key step to crafting that top-converting caption is knowing who’ll be reading it. On social media, this isn’t always an easy feat, but if you’re targeting your marketing you’ll have a good idea who your ideal audience for each post is.
When writing your caption for these posts, be sure to consider whether your audience will understand the reference and whether it adds enough information. You shouldn’t ride the meaning of your update on a caption – instead, it should add some extra information to enhance the original message.
Your caption needs to be clear, but also interesting and engaging. For this reason, it might be worth considering whether your audience would appreciate the use of emojis, as they’ve been shown to drive engagement in social posts.
2. Figure out your brand’s voice
When communicating on social media, you need to make sure that your captions are delivering a consistent tone and message. Figuring out your brand’s voice is a key step towards achieving this.
One easy way of working out your brand’s voice is by asking yourself what key values and aims you attribute to your real estate agency. By making a list off of these, you’ll have a great resource from which you can shape your brand’s voice on social media.
This is dependent on each audience, but typically, Instagram users don’t expect overly-formal communication from brands. In this instance, it might be okay to relax your voice a little and become more colloquial.
3. Keep it brief
Although Instagram drives higher brand engagement than Facebook, users also blitz through posts at the speed of light. In order to keep up with their scrolling, it’s important to keep the message in your caption concise.
If you’re having trouble attracting attention to your captions, now might be a good time to trial some emojis.
4. Write, then rewrite
Great copywriters rarely nail their content on the first go round. In fact, it often takes a good amount of planning before and several revisions afterwards before they land on their final product.
Creating captions for your real estate agency on Instagram shouldn’t be any different. If you write something quickly, the likelihood is that people aren’t going to engage well with it. Sit down and plan out what you want your post to say and what words or phrases you can use in your caption to enhance it.
5. Use psychology to your advantage
One of the oldest and best methods of driving audience engagement on social media is by posing questions in captions. It’s used time and time again because it works and often provides consistent results.
This doesn’t necessarily have to be a straight ‘yes or no’ question – in fact, open-ended questions can often get your audience thinking more. The idea behind this is to generate buzz, so find a question that’ll start discussions and go with it.
6. Make the most of call to actions
Sometimes, the simplest methods can work the best. If you want your audience to like, comment, or click a link, why not just ask them to do so?
Insert a call to action into your caption directing them to do what you need. You’ll be surprised at how well it can work. If you’re concerned that you might lose out on engagement by soliciting your services directly, offer an incentive in return for engaging in the form of a giveaway or prize.
Instagram is surging in popularity as a means of promoting real estate and for good reason. People buy properties based on their visuals and Instagram is the perfect platform to show these off.
Enhance your posts with well-planned captions and watch your engagement rates soar.
To boost them even further make sure you are using the right hashtags by reading our post, Instagram Hashtags – What Every Real Estate Agent Needs To Know.