A Guide To Writing Storytelling Captions
A step-by-step guide for using brand storytelling to write Instagram captions.
You’ve likely heard of the power of brand storytelling and how using narratives in your marketing copy boosts engagement, builds rapport, and increases conversions.
Using storytelling to bring your brand to life is undoubtedly advantageous. And there is scientific proof to back up why it’s invaluable to learn how to write brand stories and tell them well on Instagram.
For starters, there’s a lot of white noise in the online business space. Your ideal client is combating information overload, bombarded by ads and posts pushing products and services.
No wonder 84% of millennials don’t trust traditional advertising. Brand storytelling takes a way less in-you-face approach to traditional marketing.
It boils down to using narratives to connect with readers. If your content isn't connecting, storytelling can help.
By the end of reading this article, you’ll know exactly how to use brand storytelling to write engaging Instagram captions. Plus, write your stories using the brand storytelling prompts and storytelling caption frameworks below.
What is Brand Storytelling?
Storytelling is closely associated with fiction, fantasy, and fairytales.
You know. The classic tales we all heard growing up. It usually follows the hero journey format. Life is going along fine. Then the main character is faced with an obstacle. The main character finds a guide (think fairy godmother). Then the hero overcomes the obstacle. And finally, they live happily ever after.
That classic storytelling framework is used in marketing copy, too (more on that in a hot sec). For now, know the most compelling brand stories are instantly compelling (no long-winded rambling or novel-writing required). And they have a memorable transformation. They either teach a lesson, cause us to take action, or reframe a belief.
The goal is to make the reader see themselves in the story you are telling. This quote from Attest sums up the power of brand storytelling for marketers.
“Storytelling marketing not only opens up a world of creativity for marketers, it enables brands to communicate key messaging in a way that needs no explaining. An authentic story is easy to understand, regardless of how old you are.”
Why Brand Storytelling Works
Humans have been telling stories since the dawn of time. Legends and lessons contained in stories are passed down from generation to generation. A compelling story stands the test of time because it literally makes us happier.
Single Grain reports that storytelling increases Oxytocin levels, a hormone that promotes the feeling of love, bonding, and well-being. We all want to form a meaningful connection with our audience, and storytelling forges the bond.
“When there are sufficient details and authentic emotions in the tale, the listener or reader is able to connect to a story easily – and brands can use this device to make people understand how their products add value to their lives.”
Benefits of Telling Stories In Marketing
There is a saying, “Facts tell, Stories Sell.” And the term “sell” doesn’t have to be a product or service. You can sell someone on an idea or a concept. Storytelling is not a sales tactic but is crucial to building a beloved brand that people know, like, and trust.
If you desire to inspire through your brand, fostering a community of engaged readers is a must. Brand storytelling is more than a way of communicating. It can be a part of a content strategy that boosts your Instagram engagement and attracts dream clients faster.
Here are three more ways brand storytelling boosts Instagram engagement rates:
Brand storytelling humanizes your content to foster a deeper connection.
It makes complex topics easy to understand, allowing you to showcase your expertise.
Storytelling makes messages more memorable so you can stand out from the competition.
How To Tell Stories That Connect With Your Audience
All good stories need a relatable main character. Your audience is the main character or the hero of your brand storytelling.
The only way to make the main character relatable to the reader is by knowing your audience.
Dayo Tinkerman, a senior designer who specializes in creating digital products for organizations like Guinness World Records and American University Washington College of Law, explains it this way:
“To tell a compelling story, you need to define your audience. A reliable way do this is by creating an archetype, a generalized character that embodies the primary traits of your target customer. For example, “The Rebel” is an archetype that craves freedom and defies conventions. Solidifying an archetype will give you “someone” to conceptualize and iterate your story around.”
How to Use Storytelling to Write Engaging Instagram Captions
Brand storytelling is great in theory, but how does it play into your real-life Instagram content strategy?
Here is a three step guide to writing storytelling captions.
Perk: This method could also be applied to blogs, speeches, newsletters, and however you’d like to share your story.
#1. Start With The End In Mind
“Begin with the end in mind” is the second of the seven habits of highly effective people Dr. Stephen R. Covey outlines in his bestselling book. The idea is that you’ll get there faster if you know where you’re going.
Ask yourself, what is the point of sharing this story? Identify the message you want to convey before you start writing. Use these prompts to outline what message you want the story to communicate.
What problems are they facing that you can help solve?
What would motivate them to solve their problem?
What message do they need to hear from you to take action? For example, Do they need to overcome an objection or change their mindset?
Once you know the desired outcome, wrap up by inviting readers to take the next step, aka Call to Action or CTA.
“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”
#2. Capture The Tension
Leverage intrigue.
Instead, begin with an opening line that captures the moment the story becomes interesting. It's much more compelling to put your reader in the middle of the rising action rather than starting with “Once upon a time.”
Just like in the movie the Hangover. It doesn't start with the Wolf Pack doing shots. It starts with losing the groom on his wedding day.
The story starts with a moment of tension when the obstacle becomes apparent. It’s followed by an ah-ha moment when the transformation of what life looks like on the other side of the obstacle becomes clearer. And finally, the obstacle is slayed, and lessons can be imparted. This framework shows the reader can overcome adversity and solve their pain point.
One effective way to do this in marketing is to find a common enemy. What “enemy” do you and your ideal client share? It’s better to think of the enemy that embodies a concept rather than a person.
Common Shared Enemies
Corporate Culture
Perfectionism
People-Pleasing
Packed Schedules
Remember, it’s the regular, everyday, normal moments that make us relatable to others.
Giving color and larger context to the relatable moments makes the reader feel a part of the story.
Brand Storytelling Example:
"I was plagued by a chronic case of second-guessing, shiny-object syndrome, and a battering sense of “not-enoughness” that made everything feel 1,000,000X harder than it should. And when I finally did start to get a bit of traction in my business…… I quickly realized: “I’m building the wrong freakin’ business”
— Amy Porterfield
Here, online marketing expert Amy Porterfield calls out “second-guessing, shiny-object syndrome, and “not-enoughness” as the common enemy that connects her story to the reader’s situation.
Defining your business's "enemy" builds comradery around something to push against, which becomes the obstacle or tension at the story's core. Pinpointing the tension will give you an opening line (caption hook) to give your message pizazz.
Storytelling Instagram Caption Hook Examples:
I Wasn’t Expecting To __ But__.
Who Knew ___ Would ___.
There Are {Niche} Who __. Then There’s Me.
#3. Aim For Descriptive
Details make stories compelling. The idea is to paint a picture. The reader needs to envision themselves in the scene you’re describing to relate. The easiest way to make details specific is by appealing to the reader’s senses—sight, sound, smell, taste, and touch. For example, "She walked into the meeting with confidence." Becomes: "She sashayed into the board room with the confidence of a kid in a Batman cape."
Brand Storytelling Prompts
January is Reach Your Potential Month. Let's use it as an opportunity to share a story with your readers.
Story Inspiration: Reach Your Potential Month
Story Idea: A time when you felt unsure of your next step before you reached something great.
Relevant Story Themes:
Imposter Syndrome
Self-Belief/Limiting Believes
Knowing When To Change
Trusting Your Gut
Trying Something New
Storytelling Caption Templates
See below for fill-in-the-blank stories inspired by this content prompt.
How To Use Storytelling To Share Brand Values
‘No one would have voted me most {thing you want your brand to embody] in high school. I was more of a {something your audience identifies with}. So when {moment you knew you needed to stand up for your value] — at first {how you were unsure}. What does that have to with {niche}? {Your point}.’
How To Use Storytelling To Sell On Instagram
I didn't envision {how you're out of your element} when I started {your thing}. But there I was at 1 a.m. {doing something your audience hates in detail}. Just before I closed my eyes, I Googled {vague industry advice}. What the heck does that even mean, amiright? It left me feeling {unsure, defeated, small, confused, like an imposter.} {Lightbulb moment that you found the solution and how it works better than what's on the market}. Swipe my {offer} and kiss those 1 a.m. {pain point} sessions goodbye
Storytelling is an incredible way to connect with your audience on a deeper level, build brand identity, and showcase unique perspective and values.
Happy Creating!
Cyndi, Owner of Ascent StoryCraft
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