It’s not always easy for companies to stay on top of the ever-evolving social media trends and social media platform features.

That’s especially true for Instagram, which is a platform that has drastically changed since it first became popular with consumers.

This creates a number of different challenges for many businesses, such as choosing the right captions for their posts or creating the type of content that will interest and engage the target audience.


It’s not always easy for companies to write the perfect captions for their Instagram content since they have to be both memorable and compelling.

One of the mistakes that many companies make in terms of their Instagram captions is avoiding making captions completely.

Simply having a caption helps companies boost their engagement rates to over 6% according to research, yet many companies avoid using them.

When creating Instagram captions, it’s important for companies to use their brand voice. It’s best to start by listing a few adjectives that describe a brand, and then use those adjectives to create relevant captions.

For example, the popular brand Lego is known for being creative and fun – both offline and online, which is reflected in the company’s Instagram captions.


Most companies believe that the photos they share on Instagram are the most engaging type of content they can share. However, according to research, it’s actually video content that generates the most engagement for users on the platform.

After videos, the most engaging type of content is carousel posts which contain multiple types of media – videos or images – that followers can scroll through.

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These types of posts are a lot more interactive compared to static, single photo posts because the followers have to scroll to see the rest of the content.

With this information, companies can easily understand that they need to share different types of content, not just static images on their Instagram accounts. They need to share different types of content to generate more engagement, build stronger relationships with their consumers and drive more sales.

Influencer Budgets

For many smaller or newer companies, influencer marketing seems to be a dream for the future. Most newer companies believe that they need to have big marketing budgets to be able to work with influencers on Instagram, but that’s not the case.

While it might seem logical for companies to partner with influencers that have millions of followers, a company’s influencer marketing efforts are going to be a lot more effective if it works with influencers that have fewer followers yet a more engaged one.

In fact, according to research, influencers with smaller followings tend to have the highest engagement rates, which makes them a great marketing option for many businesses.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.