A picture is worth a thousand words, but a picture without an engaging caption will fall flat in the social media world. Crafting social media captions for catering and event pros is an art of sorts—it requires knowing what to say, how to say it, and how to make it captivating.
Well-known celebrities and influencers can probably get away with just posting a heart emoji or just saying "Hi," but for catering and event pros, a well-written caption is a gateway to boosting engagement, increasing your following, and upping your brand awareness.
The tricky part about social media is that each platform operates differently. Character limits are different, and even the ways you can share photos and videos vary. That's why it's essential to have a framework that helps you create the best captions for all platforms.
Find Your Purpose
Before you can craft any caption, you first have to determine your end game. Social media captions are designed to get people to act, whether it's in the form of sharing and liking your post, following you, or visiting your website. You must first figure out precisely what you want your followers to do and then craft your caption to spark that particular behavior.
For instance, let's say you want your followers to visit your website to learn more about a current wedding promotion. Explain what the promotion is and include a call to action to encourage them to visit your website, click the link in your bio, or however you would like them to get in touch.
A good caption would sound something like this: "No matter how extravagant you imagine it to be, turn your dream wedding into reality. Visit our website to learn more about how you can receive a free luxury service when you book your wedding in 2021."
This approach first draws the reader in by encouraging them to turn their dream wedding into reality. It seals the deal by sharing what the promotion is and providing a simple call to action.
Spark Meaningful Conversations
For event professionals and caterers, conversations between the business and customers are vital. Not only do they help you learn more about the customers you serve, but they help your customers feel like they are special enough for you to take the time to notice them and listen to their worries and concerns.
Posts that have captions with conversation starters tend to do well. Start your caption off with an open-ended question that allows people to respond.
"How did you spend your summer this year?" "What does your ideal wedding cake look like?" and other questions like these would work well.
Now, instead of just reading your caption, your followers can engage. More engagement means more reach, and more reach equals more eyes on your brand.
Leverage the Power of Themes
The idea of themes in social media sparks the image of an aesthetic appeal, but captions should also have themes. Choose 3-5 caption themes that you can rotate. You will stay on message and build a balanced feed.
For instance, let's say you're an event site that prides itself on offering customers a unique lodging experience that’s filled with a rich history. Plus, you're also located in an area that's surrounded by many other local businesses. Your themes could rotate from the lodging experience, the venue's historical elements, and the local business community. One post may focus on your venue's noteworthy features, such as unique suites, while the next post will focus on your venue's history and what makes it unique.
Develop a Story
Relating to your clients through a story’s elements is one of the most potent ways to connect and build trust. Think of a typical fiction story. It usually starts with the protagonist, but this person has a problem. Along the way, the protagonist meets a guide with a plan that leads to success and avoids failure. This framework is not solely for exciting fiction stories—it can be applied to captions as well.
Let's say you're a wedding planner. Focus a post on your customers' wants, such as desiring the wedding of their dreams. Subsequent posts will focus on their problem, and then it's up to you to act as a guide who advises on how to attain their goals and avoid pitfalls. The key is to make sure your posts are hitting on these story elements.
Customers will scroll right past your caption if you don't provide them with something they find valuable. The value found in your post can be as simple as giving inspiration or as complex as providing a step-by-step plan to success. Whatever you decided to incorporate into your post, be sure it's something your followers are eager to consume. Be emphatic or spark inspiration. Share tips and tricks or solve your customers' problems.
Social media captions should not be overlooked or written haphazardly, as they are essential to your social media strategy. Captions that provide value, purpose and draw people into a story are some of the most powerful. Find clarity on what you want to convey to your clients, develop a plan, and start writing stronger captions.