How to write compelling Instagram ads, captions and bios
Would you like more clicks and engagement on Instagram? Looking for tips on writing that converts? In this article, you’ll find techniques for creating persuasive Instagram ads, captions and bios that deliver results.
1. How to write Instagram ads that convert
Instagram ads can be powerful in promoting your products, driving sales, and growing your business. But if your ad content isn’t sharp, your ads won’t cut through the noise. Try these tips for writing great Instagram ads:
Ask a question that the user is thinking
In sales, you want the customer saying “yes” as much as possible, because they’ll be more likely to say yes to the sale. Do this by asking a question in your Instagram ad that relates to the customer experience. The ad will resonate better and create a connection with consumers, as well as improve the likelihood of them taking action.
Clearly offer a lead magnet or discount
Who doesn’t want a great deal? Nobody! That’s also why 92% of consumers look for a deal when they shop – providing a discount will certainly help to convert. Offer a small discount that doesn’t cut into your margins but generates more customers. Include a discount code in your Instagram ad with a clear CTA.
Use testimonials or quotes
Social proof is everything. That’s why showcasing customer testimonials in your ads can help boost conversions. People can relate to customer stories on a more personal level, and it helps to show you’re a trustworthy brand.
Another option is to share internal quotes from people in your company. Look how Ford uses a quote from their chief engineer to advertise the infotainment system being developed for their vehicles.
People want to work with people, so try to show the human side of your business where possible.
Highlight the benefits, not just the features
Yes, the customer needs to know product details/features. But is it why people buy something? Not necessarily. What triggers purchases are emotional reasons. Think of the deeper benefits of your product.
See the example below. SmileDirectClub know that the two benefits of their service are cost savings and a beautiful smile, which is why they have emphasized these points in their content.
Answer objections ahead of time
You must understand your customers, including their objections. Answering these objections in your Instagram Ads will help reduce resistance and promote users to take action.
Brainstorm answers to these questions:
- What does a customer want to know about your product or service? Think price, reliability, quality, etc.
- What would make a customer not interested in purchasing from you or clicking an ad?
- What’s preventing someone from becoming your customer?
Once you’ve answered these questions, you can put this information into your ads to successfully get past objections.
2. How to write Instagram captions that boost engagement
If you’re posting content on Instagram regularly, you need to know how to write captions that work. Use the following strategies to make your Instagram captions memorable:
Long-form content is in
Instagram captions can be up to 2,200 characters long. You’re likely to be using just a fraction of the limit most of the time. Why not utilise more of it? Look at writing your Instagram caption as writing a mini blog post.
Examples of long-form captions on Instagram:
- Sharing behind-the-scenes information about how the picture was taken
- Elaborating on any tips or advice your photo touches on
- Including quotes from team members or customers that relate to the image
Boost your organic engagement and reach by asking users to tag a friend. Social media is meant to be social, after all. Many people will gladly tag their friends if the content is relevant and high-quality. Add CTAs to posts like:
- “Tag a friend who would love this.”
- “Do you know somebody like this? Tag them!”
- “Tag someone who relates.”
3. How to write a strong Instagram bio
Your bio is the first things users see when they visit your Instagram page. It’s the perfect place to showcase your business and stand out on the platform. Here are some Instagram bio writing techniques to try:
Include a CTA
CTAs are helpful to include in your Instagram bios, as they provide users with a quick, clear and actionable task. When creating a CTA, the first step is to determine what you want to achieve, whether it’s growing your email database or driving traffic to your website. Once you have a clear goal, add a CTA phrase to your bio such as:
- Visit our website
- Enter this giveaway
- Download your free eBook
- Shop now
Use emojis to enhance your bio copy
Emojis are a language. They work exceptionally well in making your Instagram bio stand out. Look at the example below from designer Joanne Hawker. She uses emojis that align with each statement, making the points more memorable.
Instagram is a powerful tool for businesses to reach a wider audience and drive engagement.
All of the above tactics will help you improve engagement, promote your business, and connect with more people.