What We Learned from Our Highest Performing Instagram Post Ever
What We Learned from Our Highest Performing Instagram Post Ever
Last month, we posted a carousel on Instagram that got lots of shares, comments, sends, etc. (engagement overall was our highest ever). Here’s a link to the post —
Why did this post do so well? What can we all learn from it? Spoiler alert—the power of storytelling!
Some of the best stories open in medias res, which is Latin for “in the middle of things.” They start right off the bat with an exciting, captivating, or unexpected moment that grabs the reader’s attention and makes them want to keep reading.
We used this strategy in this post by leading with an attention-grabbing statement: “Higher paying clients are (almost always) easier to work with.”
This gets right to the point while still leaving some questions unanswered, making people want to keep reading, to find out how and why this is true.
We then continued with an analogy that would be familiar to many of our followers: the difference between a Chanel bag and an H&M bag.
This frame of reference has many benefits: it can help people understand the message in a new way. It also invites the reader to picture the store and the bag in their mind, and visuals make stories much more memorable.
Next, we explain how this analogy relates to what we do: we help our clients build websites that accurately represent their expertise, so that their target audience understands the value of the things they offer, just like how people understand the value of a Chanel bag compared to an H&M bag.
This post’s engagement level is so high because the story resonated with so many of the people who saw it. So, what can we learn from it to keep telling stories that resonate?
Start with a captivating moment—make people want to keep reading.
Be memorable. Invite readers to visualize certain images—these will stick with them longer than anything else.
Explain what makes the story relevant: how it relates to what you do, as well as to the needs of your target audience.
