Boost your story with the right message

Writing the perfect caption on your social media post can feel like a task up there with climbing Mount Everest. It’s difficult, it takes time and it’s actually of more importance than you think.

A good caption can be the difference between success or failure when you post an article or video on social media. You want your followers to get involved, feel understood and included and perhaps offer them a laugh every now and then

This is easier said than done – but here are 5 questions that will help you get there.


1. What do you want to get out there?

Christian Geijer, Motion Director, Storykit
Christian Geijer,
Motion Director, Storykit

Too many people produce content without reflecting on what they want to convey. That’s a waste of time and resources.

– The caption is usually the first thing consumers read and therefore it’s very important, because it can easily be the last thing customer read if you don’t think about how you communicate, says Christian Geijer, Motion Director at Storykit and former distribution manager at Kit.

2. Who do you talk to? 

Most companies have a target audience. But the way you communicate can differ depending on which platform you are on.

– The Swedish museum Livrustkammaren is a commonly used example of someone who has succeeded well. The contents of the museum may not attract everyone, but through adapted communication at Facebook they got new people to the site and the museum.

Livrustkammaren "Monday, New Week, New Possibilities. #powersuit #skyisthelimit" 


3. Why do you say it?

In your message you can entertain, engage, discourage or create needs. But always try to see your message as something more than just a way to reach conversion from social media to your site.

– The message itself can provide a service to your consumers. It is an experience in itself. It is actually something that people read, so treat it accordingly. Because if they don't click on your link and the caption is in fact the only thing they read, that experience should be worth taking advantage of.

4. How do you say it?

There are plenty of options when it comes to communicating well on Facebook. There are no right and wrongs – it all depends on what you are communicating.

– You can weave your message and the video/article you are posting together, but you can also sort of use them against each other. It's all about experimenting with the dynamic between the two and constantly thinking about what message you want to get out there.

5. Are you really honest?

– People on the internet are better than you can ever believe when it comes to whether the sender and the message are genuine or not. It's always better to be honest than good when communicating on the internet, says Christian Geijer.

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