How to Use Text on Instagram
- AMPLIFY // Use text to add detail to the images and accelerate their meaning
Tiffany and Co. run a tidy Instagram page. They often use captions to add detail to the messaging of their pictures. They post photos of models wearing luxury jewellery alongside text embedded with rich vocabulary which illustrates seductive product features. “Tiffany artisans mimic the lush terrain with esteemed Russian demantoid garnets totalling over 22 carats,” the text says.
Hotpockets is an American brand of microwaveable food whose marketing campaign specialises in simple imagery. They use the Instagram caption section as a subtle way to accelerate the meaning of their pictures. In a recent post they displayed a mock-up of an incoming phone call from “hot pockets” with an accompanying text which said “you better answer”.
2. RE-DIRECT // Use text to make products talk and give the brand a sense of humour
There is an interesting trend on Instagram right now which uses the caption section as an instrument to humanise brand concepts. Madewell, for instance, a clothing and accessories firm, puts text next to its pictures to make the merchandise talk. “nice to meet you / this top is about to become bffs with all your shorts and jeans”, the caption says, in a recent post, alongside a woman wearing a gingham blouse.
The Chubbies clothing brand has a great sense of humour. In a break with the traditional format, the company often overlays text on Instagram posts themselves. This nudges consumers towards their products. “This is a two button down interview,” reads the text above a video chat with the NFL quarterback Ryan Fitzpatrick.
3. CALL TO ACTION // Use text to add a link in the bio and start the consumer conversation
Text is the natural medium for calls to action. On Instagram a call to action can divert consumers from Instagram to a company’s website. “See link in bio,” is probably one of the most overused phrases on Instagram, but it works.
A Call to action can also be about fostering a sense of community around a brand. Beardbrand for example wrote “Who’s been working on a #CoronaBeard for a whole year now? How’s it going?”. The informal language and the use of the hashtag makes it easy for the consumer conversation to begin.
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Text can be used to amplify the meaning of a photo, re-direct the message of a photo, and allow for the introduction of a call-to-action.
Have you seen any other ways that text has been used on IG? If so, please tell us how in the comment section below!