Boost your CTR - 6 Strategies for Effective Instagram Ad Copy

At Trajex, we pride ourselves on top-notch ad copy! It’s difficult to overstate the power of the written word to move people, and it’s one of the skillsets we have the most confidence in for our customers. At the same time, we try to not keep too many secrets, so in today’s post, we’re going to go over 6 ways you can ensure your Instagram ad copy and content writing works at maximum efficiency! 

Before we get started, it’s important to understand that to use these effectively, you do need a baseline level of writing skills and confidence in your communications. If that’s not you, that’s okay! Leverage your strengths where they lie, and bring on a partner or hire someone to do the writing. It’s too important an area to simply stumble through and hope for the best. Now, let’s get into it:

1. Stay on-brand

I know we harp on this one a lot, but it’s so easy to forget. You get into a mood where you just feel like posting something random, and it sounds fun and interesting. The problem is that what seems whimsical to you is frequently off-putting and distracting for your audience, and that means fewer clicks Whether you’re putting text together for a social media post, blog, or investor report, your writing needs to fit your established branding, so everything you output becomes part of a cohesive whole. 

2. Match text with imagery

What I’m saying here is a little delicate. It’s not that all your social media text, for example, needs to reflect exactly what’s in the post’s image (and you do need an image in every post, to be clear!). In fact, text that just alludes to the image is often best. However, what you don’t want is copy that treats the picture as a distraction and tells its own story. This is particularly easy to do when using generic-looking stock imagery, which can take the reader out of the engagement with your brand. Both the text and the artwork need to draw them in and bring the audience to your intended goal. 

3. Keep it brief - but punchy!

Instagram ad copy is generally pretty short, a few sentences at most. For the most part you’re going to want to follow that trend, with snappy, meaningful text that tells a story very quickly. If you think back to the social media posts that have most captured your attention, it’s usually the ones with a line of text that’s truly unexpected, but probably pretty short. Most people will revert to “too long, didn’t read” mode if a post starts droning on, leading to lower conversions.

4. Include a call to action

If you remember nothing else, this is the one! When a potential client reads your startup’s Instagram posts, they need to know what to do next. Follow up that quick, exciting 2 or 3 sentence copy with an invitation to click the “Link in Bio” that leads to someplace that the reader can take action. Don’t leave the audience hanging, not sure what to do after you’ve grabbed their attention. They might enjoy your post, but without a clear CTA, they’ll just move on. One further note: this tactic differs slightly depending on whether you’re in a B2C or B2B business. In B2C contexts (especially e-commerce), capitalizing on impulse leads to more conversions. The shorter the path between your post and “checkout now”, the more money you’ll make. However, in B2B marketing, your call to action might be to learn more on the website about the service you provide, or perhaps to sign up for an upcoming webinar. Impulse is less important than providing something of further value and deepening the reader’s interest.

5. Use hashtags effectively

Pretty straightforward but don’t neglect it! Look up the hashtags commonly used in your industry and include them on every Instagram post. A few tips: don’t use the same ones every time, and don’t post them in the post body itself. Put the hashtags in a comment below the post, as this demonstrates that the post is authentic and not mass produced.

6. For each post, choose one topic from the acronym ICEE: Inspire, Convert, Engage, or Educate

You may recall that in previous articles we’ve talked about the fact that every Instagram post your business puts up should provide value to your followers, not merely advertise. People are interested in what you have to say or show because it improves their life at that moment, so take advantage of that interest and give them what they want! Inspirational posts have beautiful images that stick in your mind and ad copy that spurs the reader onto bigger and better things (related to your brand, of course). Posts intended to convert also provide value: they give your readers a specific reason to make a purchase that will better their lives! This is where you show what you have to offer, and make a clear appeal to buy. Advertising is still important, it just can’t be in every post. Engaging posts are those that encourage the reader to comment, like, and share (almost always without requesting those actions specifically). They show your brand to a wider audience and improve your post’s reach. Finally, Instagram posts that educate provide a ton of value by teaching the reader something new that’s communicated as only your brand can. You’re in your business because you know some really specific things that not many others do - so tell your audience. They’ll be grateful, and others will follow you so they can enjoy that same information.

Effective Instagram ad copy is a key element of making your social media marketing work for your startup. Take advantage of these tips and watch your click through rate jump! If you’re still looking for help in writing ad copy that generates real sales, send us a message. We’d love to help you connect with your readers in a new way!

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Tyler Smith
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