When it comes to social media and marketing, stories will trump press releases any day.
Telling a story will capture the attention of an association’s membership and is more likely to create an emotional reaction which can then turn into multi-level engagement. A story is much more effective at conveying value and moving people to action.
As the saying goes, show, don’t tell, when presenting a story. Instagram is the perfect medium for associations looking to dispense with long-winded explanations or stuffy text blocks and convey a message to its members using visuals.
Here are five essential elements for associations to use when constructing a story through a picture on Instagram that will captivate members and make them want to learn more.
If you want your members to feel some emotion when looking at your Instagram post, you need to present them with emotion. While a posed picture with smiling faces is a great way to show someone having a great time at an event, it is even better to capture a speaker in mid-talk, looking passionate about their topic or an attendee at that same event laughing naturally as they network. Capturing these spontaneous shots that show off real emotion feels natural and tells a tale about how people are feeling at that moment about an initiative, event, etc.
Highlight The Setting
Every good story gives some context. Your association’s Instagram posts should too. Showing your audience the setting of the photo and the story you want to tell grounds them in a certain place and time and makes it easier for them to relate to what you are promoting. Frame photos around a setting that people can recognize or have some importance to your story/message. For example, if you are recognizing a member and their accomplishments, use a picture that shows them at their place of work surrounded by items that define their professional triumphs.
Similar to emotion, showing action is a crucial element to telling a great story, especially on Instagram. Think of your favourite novel or movie. There were certainly actions taken by the characters that made the book or film interesting and engaging. The same concept goes for Instagram photos. Capturing an action shot explains to the reader what is happening without having to trudge through text, which evokes emotion and keeps their attention. For example, if your association is meeting with politicians to lobby for the industry, capture the organization’s executive director, CEO or President shaking hands with the politician.
Cater To The Mood
There is a certain feeling that you would like your association’s Instagram audience to feel after seeing your post and ‘reading’ its Whether it’s a feeling of excitement for an impending event or optimism towards the work being done by staff, it’s important to capture this mood in every element of the photo. Everything from a person’s face to the lighting of the photo and the filter used will emphasize the mood you are trying to convey and enhance the experience that your audience goes through when viewing the post.
Know When To Craft A Long Or Short Caption
The picture’s caption is an integral part of any Instagram post and the story your association is trying to tell. There’s a time to be brief with this caption and let the photo take centre stage in telling the story and there’s also a time to be longer with the written side of the story. Knowing which situation calls for which method is not an exact science. However, generally if the context, facts and call to action require a longer explanation, the caption should be longer. If the picture speaks for itself and the content is lighter, keep the caption brief and fun. For example, if you are showing the leadership team preparing for a lobby meeting or the executive director/president/CEO reading over a speech that they are giving, the explanation behind this picture might require you to give some context. When this happens, weave the caption into a story where the person in the picture is the main character. Don’t use bureaucratic language, but get personal and relatable, just like the picture itself.