Transcripts
1. Introduction: Instagram is the hottest
social media platform for turbo-charged brand growth. And while visuals create
great aesthetics, it's captivating copy
that seals the deal. In this class, you'll learn
how to turn likes into leads, and followers into
customers with persuasive Instagram copy from the first word. Hello, I'm Ruth. I'm a professional copywriter
and copywriting trainer. I'm a member of Pro Copywriters, and I've trained
with the Chartered Institute of
Marketing and Google. I'm paid to write compelling online
content for businesses. The sort of content that
increases engagement, grows followers, and enhances
brand presence online. So I know what works. In this class, I've
condensed decades of social media
copywriting experience into a toolkit of
actionable techniques. Straightaway, you'll
be able to craft engaging and effective content
for your Instagram bios, posts, stories, and reels. Instagram has the
highest engagement rates of any social media platform. I've helped big brands maximise their engagement and
conversions on Instagram, and I'm excited to help you unlock its potential
for your brand. You might write for
your own business, for your personal brand, to promote a product or service, or to raise awareness
of a cause. This class will help you tell your story and inspire action. For your class project, you'll put what you've learned into practice by creating a mini
Instagram content series. It will include a post, a story, and a reel, all centred around
a common theme or style that represents your
personal or brand identity. What I'm about to
teach you will take your Instagram presence to the next level.
Let's get started.
2. Class and Project Overview: When it comes to
effective copywriting, preparation is the
key to success. By the end of this lesson, you'll have all you
need to squeeze every bit of value
from this class. Let's run through what
we're going to learn before finding out more about how
the lessons are organised, your worksheet, and
the class project. We'll start with the essentials
of Instagram writing - the core principles that
apply across the platform. Before moving on to crafting
your Instagram bio - the compact introduction on your Instagram profile page
that tells your story. From there, we'll explore how to leverage
the strengths and unique features of Instagram's two longest running formats; posts, which provide
a permanent showcase, and stories, which
are time limited, but full of potential for building authenticity and trust. We'll then talk about hashtags - why they're so important on Instagram and how to use them. Before zooming in on reels, which deliver dynamic
short form video content that's easily discoverable. We'll touch on threads next,
before looking at how to use comments and direct messages to build strong customer
relationships. We'll finish up by taking
a longer term view. You'll learn how to evolve
and grow to stay ahead of competitors by experimenting and anticipating new
features and trends. Each lesson includes examples
from real life brands. I'll also show
techniques live by writing Instagram posts for
a fictional client, Jim. He owns Echo Wear; a shop
that sells vintage and upcycled clothes online
and in a London store. Jim wants to promote his
business on Instagram, and I'll be helping him, just like I do with
my real life clients. Download this worksheet from the class description
or resources tab. You'll use it to
complete your project, and I'm going to work through an example project during this class so you can
see it in action. For your class
project, you'll create a mini Instagram content
series that includes a post, a story, and a reel. Use your worksheet
to stay organised, and use the techniques
you learn in this class to make your
series audience focused, engaging, and reflective
of your brand's identity. When you're done, upload your content series
as a project. I've uploaded my own example
project to inspire you. Now you've got everything
you need to get started. We're going to set
a strong foundation with some Instagram
writing essentials.
3. Master the Basics: With every Instagram,
bio, post, story, or reel, you're a few words away from making someone
stop, think, and engage. In this lesson, you'll learn the fundamentals of
Instagram writing; The core principles that
apply across the platform. This will give you a solid
foundation from which to explore the specifics
of each format. On Instagram, every word counts. You've got less than
a second to grab attention before your
audience scrolls away. This means your message
needs to be brief and clear; our first two basic principles
for Instagram copywriting. Look at this example
from Echo Wear. The first version uses complex language and
lengthy phrases. These might overwhelm the reader and lose their attention. In the revised caption, we simplify the message. See how the long-winded
phrase "Echo Wear is excited to announce
the introduction of" changes to "New drop", making it quicker and easier
to read and understand. The invitation to
shop is direct using conversational language
that invites action, "Shop now", and "Swing by Echo Wear". This straightforward
approach makes the message clearer
and more engaging. Writing clearly using
everyday words also makes your copy
more accessible for non-native speakers and those
with visual impairments. This inclusivity isn't
just ethically sound. It means more followers
and customers. Our next basic
copywriting principle is make it engaging. That means not broadcasting your message at your audience, but instead having a
conversation with them. Check out Later
Media's Instagram feed for a masterclass on
engagement techniques. See how they've used
questions, calls to action, humour, and trending phrases
to engage their audience. We're going to explore each of these techniques
during this class. Our next basic copywriting
principle is be consistent, especially when it
comes to brand voice. Finding and maintaining
a consistent voice makes your content feel
authentic and trustworthy. Your tone can change
depending on the context, a playful story
might not sound the same as an informative tutorial, but your underlying voice should always be
recognisably you. In these examples, Echo Wear has veered dramatically
from a casual, streetwise tone to a more
formal and sophisticated one. Both are fine. It's the
inconsistency that's the problem. It risks alienating
parts of the audience or confusing them about
what the brand stands for. Always aim to keep the core
brand voice recognisable, adjusting the tone subtly as needed for different
types of content. Your words and
visuals are a team. They need to support each other. That's why balanced
is the last of our five basic Instagram
copywriting principles. Your text and visuals should
compliment each other, adding depth and context to
the story you're telling. Don't sell your visual short by slapping on a weak caption. Equally, don't spend ages
crafting the perfect message, then serve it up alongside
a weak or irrelevant image. It's surprising how
often on Instagram, you see images with a caption or overlaid text that's either
unrelated or contradictory. It's like the copy and the images have been picked
by different people. Then stuck together
at the last minute. This story's visual
is eye catching and gets Echo Wear's message
across brilliantly, but it's undermined by the irrelevant overlay text that Jim has put
on over the top. What we shouldn't do
is replace this text with copy that repeats
what we can already see. A better plan would be to
either remove the overlay text altogether or replace
it with copy that reinforces and builds
on the message. Let's take a closer look
at Later Media's feed. One thing that's
particularly effective is the way the images and
captions work together. The images themselves
often include copy, which gets your attention and
creates a sense of intrigue prompting you to read the
caption. Look at this post. Putting a question on the
post image immediately grabs my attention and has me thinking
of my own answer to it. It also encourages me to
start reading the caption, which has a lighthearted
and friendly approach that keeps me engaged. And I'm not the only one
who liked it because it got over 90 replies
in a few days. In this lesson, we've explored key strategies to sharpen
your Instagram copywriting skills from maintaining
consistency in your brand voice to balancing your words with
compelling visuals. Now think about
how you can apply these principles to your
own Instagram content. Which techniques will you use first to give your
Insta copy a boost? Keep these basics in mind as
we move on to explore how they apply across different
formats on Instagram.
4. Optimise Your Bio: Your bio is the 150-
word introduction on your Instagram profile page. By the end of this lesson,
you'll know how to succinctly express
your unique value, personality, and
brand in your bio, in a way that compels
viewers to hit follow. Whether you're
looking to refresh your digital identity or establish one that resonates from the get go, you're
in the right place. You can build your
bio quite easily by asking yourself five
simple questions. Begin your Instagram bio with a clear and concise introduction of who you are and what you do. For Echo Wear, this means stating the business
name, followed by a brief description that captures the essence
of the brand. This not only tells new visitors immediately
what Echo Wear offers, but also embeds the brand's unique identity
right from the start. Next, highlight your value proposition in a compelling way. Why should someone follow you? This is less about what you do as a business
and more about what a follower can expect to get out of following
you on Instagram. For Echo Wear, I've chosen
a line that promises a transformation in style with unique history-
rich clothing. Your bio should motivate action. How do you want people
to interact with you? Include a clear call to action, whether it's visiting
your website, checking out your latest
post or using your hashtag. Make it easy and enticing for followers to
take the next step. For Echo Wear, we invite
them to explore our collection with a
link to the online store. Finally, where are you? If your location is
important to your brand, you want to include where
you're based in your bio too. For Echo Wear, noting that it's based in London
with an option for worldwide shipping
broadens its appeal both locally and globally. Once you have the basic
structure of your bio in place, you can optimise it to
make it more discoverable, characterful, and
visually appealing. Using relevant keywords
and hashtags in your bio means it will show up when people search
for those words. This applies not
just on Instagram, but on search engines, too. Including relevant
hashtags and keywords increases Echo Wear's
bio's visibility. Format these at the
end of the bio for neatness and searchability. Make the bio more visually
appealing and easy to read using emojis and line breaks. Emojis add a visual
punch and personality, while line breaks help separate different
pieces of information, making the bio easier to scan. In my work with clients, I've noticed a shift in how brands manage their
Instagram bios. It used to be common
for brands to frequently update their
bios for new campaigns. Now, they generally
prefer to keep their bio consistent to maintain
stable branding. Instead of changing the bio, we use Instagram stories
and highlights to engage users and
spotlight promotions, which keeps their
branding clear and consistent without
constant updates. Using a 'link in bio' tool
like Tap Bio or Linktree is another way of packing
more value into your bio without having
to update it often. It allows you to create a
page with multiple links. The not for profit
Charity Water have used Tap Bio to brilliant
effect on their profile. They've linked to a
series of pages that add extra value and offer followers a choice
of onward journeys. These include donating, signing
up to their newsletter, and connecting on
other platforms. Now that you've learned how to perfect your Instagram bio, it's time to put these
insights into action. How might you rewrite your bio to reflect the
best of what you offer? Think about the unique
value you bring to your followers and how you can express this in a few words. Keep this focus on your brand
and your audience as we begin to explore Instagram's
different formats.
5. Write Persuasive Posts: A single persuasive Instagram
caption can transform a casual browser into an excited buyer turning
your feed into a gold mine. Instagram posts are the
permanent visuals and captions on your profile page
and your followers feed. In this lesson, you'll learn
how to write post copy that inspires conversation,
buzz, and conversions. Because they're
permanent, posts are an ideal platform for
evergreen content. For example, this
carousel post for Echo Wear highlights a range
of vintage women's shirts. It invites users to "swipe
through our carousel", enhancing engagement and adding to the brand's online catalogue. Another tactic is to share user generated content to
build community and trust. These posts show
real people using your product or services,
providing social proof. Similarly, customer
testimonials and reviews build credibility
with your audience. By inducing these
into your feed, you're leveraging
the permanence of posts to serve as
ongoing endorsements. Here's an example
from Echo Wear. The image is eye-catching, and the testimonial serves
as a personal endorsement. It provides social proof that real people not only
buy their products, but love and feel
comfortable in them. Educational content also
works well in posts. This could be in the form
of videos, infographics, or carousels that inform your audience about
your niche or products, think tips and tricks, hacks, and insider secrets. The Fairy Housekeeper
is a cleaning company. Their feed alternates
between promoting their services and offering
home cleaning tips. Maintaining that balance
between promotion and education keeps their
followers engaged. It also encourages sharing, expanding their reach, and building a loyal customer base. Let's get down to
the business of crafting your post captions. You can simplify the writing of any post by following
the ABC formula. This involves
breaking your message down into three key components, the attention grabber, the body, and the call to action or CTA. First the attention
grabber or hook. This is your opening line, the bait that grabs your
audience's attention. It could be a question,
a bold statement, or a relatable quote. For example, Echo Wear could pose a reflective question that connects the vintage aspects of the shoes to the stories
they might hold. This not only
intrigues followers, but also highlights the unique
appeal of vintage fashion. The body text is where
you tell your story, share your insight or
convey your message. As ever, clarity and brevity are your friends. Use simple, direct language to
express your thoughts, so your audience understands
and feels your message. The body of Echo
Wear's post focuses on the unique characteristics of the vintage and upcycled shoes. It emphasises that each pair
has its own history and aesthetic, appealing to those who value both fashion and
stories of the past. Finally, the call to action. What do you want your audience to do after reading your post? Leave a comment, perhaps, share their opinion or
check out your website. A clear CTA guides them
on to the next step, encouraging interaction
and engagement. This CTA invites followers
to continue the legacy of these vintage shoes by bringing them into
their own lives. It encourages action, making it personal
by suggesting that they start their own story with a pair of shoes
from the collection. In the previous lesson, we
talked about the role of clear concise copy
in accessibility. Another way to make your content accessible is to include
alt text for images. This means that people who use screen readers can understand
your visual content. When you upload a photo, you'll find the option
to add alt text in the advanced settings at the bottom of the screen
where you write your caption. Tap on "Write alt text" and
enter your description there. If you're writing alt
text for a lot of images, you might find using an old
text generator like this one speeds up the process. Tweak the auto-generated
text to suit your brand, then copy it over to your post. Alt text on Instagram
posts doesn't effect traditional SEO
like it does on websites, but it does contribute
to the success of your strategy by enhancing
accessibility and engagement. Reflect on how you can apply the strategies you've learned in this lesson to your own posts. How can you use
the ABC formula to craft posts that speak
to your followers' needs? Keep what you've already learned
in mind as we move on to explore another element of
the Instagram ecosystem.
6. Engage with Stories: In the fleeting world
of Instagram stories, you've got seconds
to hook viewers. Razor sharp copy and
powerful storytelling are your secret weapons
against disappearing content. By the end of this lesson, you'll know how to write
Instagram stories that spark curiosity in the first frame and keep viewers
swiping for more. Instagram stories are snapshots
of content that appear at the top of follower feeds and your profile for just 24 hours. You can use still images, videos, talk to camera, record a voiceover,
and integrate text directly into the visuals
through text overlays. You can also use
interactive elements like polls, questions,
and hashtags. This makes stories a versatile tool for engaging
with your audience. Storytelling is a powerful
marketing technique because it helps people connect emotionally with a message, making it more memorable
and persuasive. Unsurprisingly,
Instagram stories are ideal for flexing your
storytelling skills. Don't worry if storytelling
seems daunting. Using simple templates can make it manageable and effective by guiding you to create
impactful content step-by-step. The Quest-Triumph-Reward
storytelling template is a straightforward structure. It's easy to follow
and effective for engaging your audience
quickly. Here's how it works. Start by stating a quest or problem that your
audience can relate to. This sets up the context
and hooks viewers interest. In this case, Echo Wear is
addressing the common issue of struggling to stand
out in a world saturated with generic clothing. Introduce your product
service or idea as a triumphant
solution to the quest. Show it in action or explain
how it addresses the issue. Here, Echo Wear is positioning their unique items as an
antidote to fast fashion. End by highlighting the rewards or benefits of the triumph. Focus on how it improves the situation or adds value
to the viewer's life. Potential Echo Wear
customers can imagine themselves feeling confident and stylish in their new clothes. Let's talk about content
types for Instagram stories. Their temporary nature is
their biggest strength. It makes them perfect
for more casual behind- the-scene style glimpses
into the life of your brand. From working closely
with brands, I've found that sharing
personal anecdotes or mistakes really makes content
relatable and genuine. I once advised a
client to be more open about their missteps
on social media. We started with a
post where they shared a small but
honest mistake, and the response was
overwhelmingly positive. It turned out that
showing their human side helped build a stronger
connection with their audience. Look at this post by Sugar and
Sloth founder Anita Perry. She's used a minor error in
one of her keyrings to build empathy and show the love and attention that goes into
creating her products. It's a great example of turning a challenge
into an opportunity. Interactive features
like polls, quizzes, and questions can engage your audience and give you an insight into what they like. This story slide is a win-win for both Echo Wear
and their audience. The brand get valuable feedback
on customer preferences, and followers get their opinion
listened to by the brand. Since stories are temporary, they're ideal for time-
sensitive offers like flash sales and promotions. Their disappearing
nature helps you create a sense of
urgency to act quickly. And it sounds cheesy,
but, you know, so called copywriting power
words and phrases like "buy now", "don't miss
out", and "today only"? They're tried and tested and really do encourage
people to act, so don't be afraid to use them. Finally, regular
tips or challenges. These provide daily
engagement that keeps your audience
coming back for more, and including this type of
content into your story stops it from cluttering
your main feed. This challenge-themed post
encourages followers to join in by tagging Echo Wear in
their own styled posts. The possibility of
getting featured on a businesses page like this
can be very motivating. What stories do you want
to tell about your brand? Reflect on how stories
can help you connect with your audience by
encouraging them to interact with
your brand daily. Your next story could be the key to unlocking deeper engagement.
7. Use Hashtags Effectively: Hashtags do a lot of heavy
lifting on Instagram by linking your posts to global conversations
and communities. In this lesson,
you'll learn how to use hashtags to dramatically increase your reach and connect your content with
thousands of new viewers. A hashtag is a word or phrase preceded by the
hash symbol used on social media to identify and categorise content
around specific topics. Hashtags are particularly
important on Instagram. They're the main way
people who don't follow you will
discover your content. When you add a hashtag to
your bio post, story or reel, it links your content
to a page with other posts that use
the same hashtag. This means if someone searches for that hashtag
or clicks on it, they might see your post. It's a great way to join in
on conversations and topics on Instagram and help more people find
what you're sharing. Also, Instagram likes content
that people interact with. If your hashtags bring
the right viewers to your post and they like
comment or share it, Instagram will see your
content as valuable. This can make your posts
more visible to more people. These hashtags
connect Echo Wear to wider conversations about fashion trends and
sustainability. This could attract users
who are interested in these broader
topics and increase the post's visibility
to a new audience. The best practice is to use
about five to 11 hashtags. This helps maximise
your post's reach without making it look spammy. It's a good idea to
put your hashtags at the end of the post
or in the first comment. This keeps them separate from your main message and makes
your post look cleaner. Capitalising each word of a hashtag like this
is good practice, too, just because it makes
them easier to read. Put some thought into choosing your hashtags. Using
very common ones like #vintage or #fashion isn't effective because they're
generic and overused, so content gets lost. Instead, choose specific
hashtags that are still popular enough to
attract the right audience. Location-specific hashtags
can be useful, too. Glenn Lee Robinson is a
photographer who often includes the locations of
his photos as hashtags. This means they'll
show up on searches of people interested
in those places. You might also create
a unique hashtag for your brand or
special campaigns. This can help build a
community around your content. Encourage your followers to use this hashtag when they post content related to your brand, which can help more people
see it and join in. Instagram blocks
certain hashtags because they're linked to
inappropriate content. Accidentally using
these banned hashtags can hide your post or even cause problems for your account. There are some hashtags
on the band list that, to my eyes, look innocuous, so it's very much worth checking your hashtags before publishing. There are plenty of sites like this one where you can
check your list of hashtags and see the full list
of currently banned ones. Engaging with posts that use the same hashtags as yours
is also a smart move. When you like or
comment on these posts, you boost your
visibility and attract people interested
in similar topics. This helps you connect with
potential new followers and strengthens your
presence on Instagram. Consider the hashtags that resonate most with your
brand and how they can help bridge the gap between your content and your
target audience. How will you incorporate these insights into your
Instagram strategy? It's no coincidence that
this mini lesson on hashtags comes right before we talk about Instagram reels. Understanding hashtags is key
to making reels successful. Reels get a lot of attention in Instagram's
discovery features, so using trending hashtags
in them can get you more attention than with a regular post or story.
Let's find out more.
8. Create Authentic Reels: Harness the power of
brevity in Instagram Reels. With every word, you're
crafting an invitation to explore your brand
story more deeply. Instagram reels are short, engaging videos in a
dedicated tab and on followers feeds designed
for viral creative content. The general vibe is like
TikTok or YouTube shorts. In this lesson, you'll
learn how to write copy for Instagram Reels that sticks and makes viewers want to share. Watch this reel by Echo
Wear before we take an in-depth look at the different copy areas
and techniques used in it. "Well, hey, there.
Welcome to Echo Wear, where every top, trouser, and tie has a story to share. You'll love exploring our
collection of hand-picked vintage treasures
and discovering pieces that gel with your style. From classic cuts
to bold patterns, Echo Wear is your go-to for sustainable one-
of-a-kind fashion. Come find something
that's uniquely you." Now let's take a closer
look at that copy, starting with the description. Like regular posts,
reels also include a dedicated space below the visual where you can
write accompanying text. It's called a "caption"
on post and on reels it's called a "description",
but the idea is the same. Reels are usually viewed as
part of a fast-moving feed, so it's even more
important to make descriptions concise and
direct to capture interest. This caption does a great job of keeping things
nice and simple. Reels also feature the ability to add text overlays that you can time to appear and disappear at specific points
during the video. They're useful for emphasising points or adding
narrative layers. In this case, Echo Wear's
simple use of text overlays, adds dynamism to their reel. Finally, the script, which
includes the words spoken by someone to the camera or
in this case, as a voiceover. Although copywriting
often refers to text, spoken words are also an
important form of copy. So let's explore some scriptwriting techniques that
will help you write better scripts for all your short form
video content. When scripting for voice, use a conversational tone. Imagine you're
talking to someone. This helps the listener
connect with the material. Avoid formal language unless it suits the context
or brand voice. "Well hey there" is a good example of a friendly and
informal greeting. Long rambling sentences can
be difficult to follow. So keep sentences short
and straightforward like this to enhance clarity and keep your
listeners attention. Engage your audience by
speaking directly to them. Use words like "you"
and "your" to create a connection and
make the content feel more relevant
to the listener. Include contractions and
colloquial expressions to make the script
sound more natural. For example, use "you'll"
instead of "you will", or "that's" instead of "that is". Always read your script out
loud to test how it sounds. This practice can help you
catch awkward phrasings or tongue twisters that you might not notice when
reading silently. I often include this exercise in my training sessions
with marketing teams. People feel pretty
silly at first, but they soon get
used to it when they realise how useful it is. Reading your draft
scripts out loud can also show up
opportunities to use devices like rhyme or alliteration to spice up your text. The phrase "top,
trouser and tie" is an alliteration that adds rhythm
to Echo Wear's voiceover. In terms of content, joining
in trends, challenges, or hashtags within your reels is a good way to increase
your visibility. That's because
Instagram's discovery algorithms favour reels. So joining in on a trending
theme is more likely to get you noticed here than in a
regular post or a story. Here are the Buzzfeed
team a little while ago, taking the 'no bent
knees challenge'. A quick glance at
your own reels feed will show you what's
currently trending. You now have the tools to create Instagram reels that reflect your brand's personality and engage your audience
on a deeper level. Consider the key elements
that make a real, successful; concise descriptions, engaging text overlays
and relatable voiceovers. How will you
integrate these into your next reel to capture attention and
inspire interaction?
9. Understand Threads: In the same way that Reels is Instagram's version of TikTok, Threads is Instagram's version of Twitter, also known as X. By the end of this
lesson, you'll understand how Threads fits into the wider
Instagram ecosystem and how you might use it. Threads is different
to the other Instagram formats
we've explored, because it's separate from
the main Instagram platform. Followers won't see your threads posts on their main
Instagram feed. They have to use the
standalone Threads app. However, I wanted to touch
on threads in this class, partly to make sure you
have the full picture of what Instagram has
to offer right now, and because Threads is integrated into the main
Instagram app through your bio; a link to your Threads
account is right here at the top of your bio
in a prime position. A thread post can contain text, links, photos, and videos. It's just like Twitter. And from talking to my
clients that use threads, most of them duplicate their
Twitter content on threads, or they've made the
decision to leave Twitter, and they're using
threads instead to fulfil the same purposes. This suggests that
threads can be an effective platform for content repurposing
and distribution. If you're already creating
content for Twitter, adapting that content
for threads could extend your reach without
loads more effort. This strategy could be
particularly useful if your audience on Twitter overlaps with the Instagram community, or if you're trying to
target a demographic that prefers the streamlined
conversational nature of threads. When writing threads, certain copywriting
techniques can make your content
more effective. Let's run through them now. And if these look familiar,
that's deliberate, because we've touched on all of them so far in this class. So this list also acts
as a handy reminder of Instagram's most important
copywriting principles. I'm going to use examples from Ulta Beauty's threads feed to illustrate each
of these tactics. Theirs is an excellent
account to follow if you're looking at how to
write effective threads. Not only are their messages
well written and formatted, they're also brilliant
at tapping into trends, connecting with other brands and interacting with
their followers. Your threads posts,
like your tweets, need to be short and clear. Avoid jargon and
complex sentences. Aim for simplicity
and directness, to make sure your message is easily and quickly understood. The first few words of
your post are crucial. They act as a hook
to draw readers in. Strong openings, leverage,
intrigue, controversy, or surprise, to pique curiosity and compel the audience
to read further. Make your posts more
engaging and break up text heavy posts with emojis
and formatting options. This not only adds
personality to your posts, but also helps
emphasise key points. Even in short form content, storytelling can be powerful. Use mini stories to illustrate points or to connect
emotionally with your audience. This technique can increase engagement and make your
content more memorable. Aim to include a call to
action in or your threads, whether it's to
encourage comments, shares, or clicks to
a linked article. Be clear about what you want
the reader to do next and make your call to action
compelling and easy to follow. Ask your audience questions
to prompt discussion. This not only boosts engagement, but also fosters a
community feeling. Use relevant hashtags to
increase the visibility of your posts and
mention other users when relevant to
encourage interactions. This can help extend your
reach and enhance engagement. Maintain a consistent voice
that aligns with your brand. This helps in building a
recognisable brand personality. It can also make your content more relatable and trustworthy
for your audience. How does Threads fit into
your social media strategy? Whether you plan to use it or just need to grasp
its mechanics, you're now better prepared. Apply these techniques to your threads posts and indeed
all your Instagram posts. They'll help you craft
impactful copy that engages your audience
and boosts interaction.
10. Connect with Comments: Instagram is all
about conversations, and nowhere is that more
obvious and more important to remember than when you're messaging just one
person directly. This lesson will equip you with the skills to craft personable, brand aligned copy
for your comments. You can also apply
these techniques to your direct messages,
DMs, for short. When someone comments
on your post or reel, that comment is public; it's visible below
the caption or description to anyone else
viewing that content. DMs are private. Only people in the
conversation can see them, but many of the same writing
techniques apply to both. Before we get stuck into the
copywriting side of things, I want to acknowledge
that there's a customer service side
to dealing with comments and DMs that falls outside
the scope of this class, but it is very important. If it's something you'd
like to explore further, read this Zen Desk guide. It's free to download,
and you don't have to give them
any of your details. It's got loads of
tips and advice for using Instagram as a
customer service tool. Let's analyse the comments
on Echo Wear's latest post. For comments like
these that simply tag another user or consist of a few words or emojis a 'like' is enough of
an acknowledgment. Questions like this one are the most important comments
to reply to on Instagram. The commenter is expecting a prompt reply and ignoring
them looks impolite. Echo Wear's reply is
clear and concise. It answers the question
adequately without linking away or including
unnecessary information. Our reply is also informal
and conversational, suited to the context. Look at the exclamation
mark after "yes", the contraction of "we're", the informal phrase "hope to see you then" and
the smiley emoji. They create a relaxed and
friendly message suited to the context and in line with Echo Wear's informal
brand voice. Notice how we've
called the commenter by their first name, "Lucy". This is a simple
but effective way of making our message
feel more personal, especially when
it's combined with the word "you" later
in the message. Our next commenter
has a problem. They've got a faulty product. Notice how our reply follows
all the same principles of our other replies being clear, concise, and
conversational. The main difference is
that instead of saying "we", Jim is using "I", and he's
added as his name to the end. This is a smart move when dealing with problems
and complaints. It adds an extra layer
of accountability, which is helpful for building trust in a situation like this. Continuing the
conversation in DMs is often necessary because
sorting out the issue will involve exchange of personal
data, as in this case. Even if that's not an issue, it's a good idea to shift
these conversations into the more private space of DMs
to keep your feed positive. Brand voice shouldn't
vary between your public and
private conversations. So when Jim picks up that conversation with
Luka over in the DMs, he needs to maintain
the same clear concise and
conversational language. This consistency is
easier to maintain if you're a solo entrepreneur
or a personal brand. It gets tricky as businesses expand and
take on more staff. I work with many clients where the marketing team write
the social media posts, but the customer service team replies to comments and DMs. Without proper
training, this can lead to a disconnect between the tone and language used within the post and
in the comments. It's something to make sure you address as your business grows. After saying all that
about consistency, this is going to sound
like a contradiction, but there's one scenario
where it's a good idea to tweak your brand
voice to aid engagement. This person has worded their
question quite formally. Echo Wear is showing respect for the customer's preferred
communication style by replying in the same tone. For example, by
choosing the greeting, "good morning" instead of "hi", "here is" instead of "here's", and "assist" instead of "help". This, in fact, is one
of the joys of having the opportunity to interact
with individual customers. You can get to know them a little bit and nuance your tone, and indeed, your
copywriting tactics to better engage them. To sum up, managing
conversations on social media is as much about customer service as copywriting. But by staying on brand,
respectful, and efficient, you can respond to your audience effectively and build
an engaged community. How could these techniques help you connect with your audience? Think about how you can hone your skills to write
helpful responses that enhance your
brand's presence and trustworthiness
on Instagram.
11. Evolve and Grow: When you're writing
for a platform and an audience that are
constantly evolving, you need to be agile and stay informed if you're
to stay relevant. This lesson will arm you
with practical tips to keep your Instagram content fresh,
relevant, and focused. Staying up to date with
algorithm changes and new features is important
for all social platforms, but it's perhaps
even more vital on Instagram where
things evolve fast. Instagram has greatly expanded its features for interaction
in recent years. It's added polls,
questions, and stories, and more interactive
stickers, for example. To stay updated, check Instagram's official
blog regularly and follow social news websites
like Social Media Today. You could also follow
experts like Neil Patel, join webinars and subscribe to newsletters from trusted sources like the Social Shepherd. Next up, experiment and analyse. It's so important to keep trying new things with your
Instagram content. Your audience, the algorithm, and the outside world, change. So what worked for you
a couple of months ago might not work tomorrow. Use Instagram's
Insight feature to see how many people are viewing and interacting with your posts. Keep an eye on key
performance indicators such as engagement rates, follower growth, and the
reach of your posts. Analysing these
metrics, helps you understand what content
resonates with your audience. This helps you refine
your approach and use your time and energy
more effectively. For example, Echo Wear might experiment with different calls
to action on their posts. Options include asking
people to comment, share, visit the website, double tap, or reply. Over time, they'll build up an accurate idea of what their
followers respond best to. You can also straight-up ask your followers what
kind of content they want. This helps you
improve your output. It also builds a strong
community and shows your followers that you value their feedback and care
about what they have to say. Keep an eye on your competition for ideas and inspiration. Follow your competitors
on Instagram and see what kinds of posts get a
lot of likes and comments. Notice any special campaigns or promotions they're running. Also, see what new features
they might be using, like different story tools
or interactive polls, and think about how you can use those features in your own way. Long-term growth includes
anticipating trends and preparing relevant content before they become mainstream. To do this, you need
to stay updated with Instagram
specific developments, broader social media ones, and trends relevant to
your niche or industry. Use this information to craft copy that feels fresh
and ahead of the curve. For example, Echo Wear might move towards more
inclusive messaging. This taps into an
upcoming trend, as well as diversifying
their customer base. You should also monitor popular culture and
language developments to understand what
phrases might resonate. Using phrases like
"TFW" and "current mood", can be a smart strategy, especially if you're
targeting a younger audience. These expressions are part of the casual conversational style that's popular on social media. They can make your posts
feel relatable and timely. However, it's important to use these phrases appropriately, so they fit with
your brand voice and audience expectations. If they feel forced
or out of place, they might alienate users who don't understand
the references. And if you don't belong
to the demographic, whose language you're
trying to emulate, there's always the
risk you're going to come across as inauthentic. So proceed with caution. Staying current and continuously evolving your approach on
Instagram is challenging, but it's also achievable
with the right strategies. Keep challenging your
assumptions about what works and embrace the constant
learning curve that social media demands. How will you integrate
the latest features or trends into your strategy? Keep adapting and innovating, and you'll not just keep up with Instagram,
you'll lead the way. Stay tuned for our final lesson where you'll put what
you've learned into practice in your class project and discover the next steps on your journey to better copy for your brand on
Instagram and beyond.
12. Next Steps: Thank you for choosing this
class, and congratulations! You've learned
practical techniques you can use straight away to craft engaging and effective
content for Instagram. Now it's time to put
what you've learned into action with
your class project. Create a mini Instagram
content series that includes a post, a story, and a reel. Use your worksheet
to stay organised, and use the techniques you've learned in this class
to make your series, audience focused, engaging, and reflective of your
brand's identity. Then upload your content
series as a project. I've uploaded my own example
project to inspire you. I love reading your projects, and I can't wait to see how
you've used your new skills. If you need feedback
on something specific or have any questions,
please do reach out. I hope this class
has been valuable and exceeded your expectations. I look forward to
your honest feedback to help me improve
future classes. Your review will also
help other students find Skillshare classes that will
suit their learning needs. Thank you so much
for being part of this positive,
supportive community. What would you like
to learn next? If you want to
improve your writing across other social platforms, check out my Social Media
Copywriting Masterclass. This is my most popular class
on Skillshare for a reason. It's packed with insights
to help you create standout content more
quickly and easily. If you want to improve your copywriting
skills more generally, try my Copywriting for Beginners or Digital Copywriting
Basics classes. Both will help you
get a solid grounding in the craft of copywriting. They contain hands-on
guides, tips, strategies, and tools to
elevate your marketing copy. If you're looking to
hone a specific skill, be it crafting SEO-
friendly copy, creating punchy ads, defining your brand's
mission statement or finessing your writing style and tone, I've got you covered. Visit my profile page to
see my full collection of Skillshare copywriting
classes and hit "follow" for updates
on new classes. Thank you again for
joining me today. It really is a
privilege to be able to support you on your
professional journey. Enjoy the rest of
your day and enjoy using your new Instagram
copywriting skills.