How to Write Better Captions
Featuring an interview with FONZIE, a copywriting duo that has worked with brands like rhode, A24, Netflix, and more.
First we get clear on the brand’s core values + goals. Then we define the voice attributes. We actively seek out perception issues and challenges so we can use differentiators and frankness to our advantage. The more honest, the better. Build trust, be clear, stay interesting.
On your website it says "If we wouldn’t say it, we don’t write it." I think so many brands write copy that would be completely unnatural to deliver out loud.
What are you more likely to buy: a sales pitch or a friend rec? Are you sharing information you find interesting or forcing the facts? People are smart and discerning, and can easily catch any whiff of phoniness. If the copy’s not flowing as seamlessly as a conversation, it’s a good indicator something in there is forced or cringe.
As for RULES…Don’t talk down, don’t punch down.Be clear about what you want from people.Bring them into a world. Give them a reason to stay.
Sure you look good, but who are you? Visuals allude to it, copy speaks to it.
Writing with “gravitas” can cause your head to turn upward. You tell yourself this is important, your page is filled with this aspirational, big-wide-arms stuff. It’s a trap. Put it down and step away. Start with something true, e.g., Moms aren’t feeling appreciated. They don’t know how to make time for themselves anymore. They just want to be left alone. Whatever it is, let the truth resonate, then move in the direction of what you want to see in the world. Always look straight ahead.
RK: What copy mistakes do you see a lot of brands make on social?AD + MP: Sounding too trend or too vague never really serves you—you end up with copy that could be from any brand. Tapping into a strong POV (whatever that looks like) and shaping something that feels real to you is key. From there, the rest takes care of itself, words flow easier, you’re pulling from that anchored place, and the caption naturally sticks out.
Longer-form captions that start with a punchy tagline, factoid, or something to draw you in tend to feel more interesting and effective. They make you want to read the rest, get the info, tap into the content.
RK: Any brands that you think do social copy really well?AD + MP:Dunkin’ — fun, creative, not self-serious. Feels true to themselves and tapped into their community! Coming Soon — short, sweet, clever Loewe Perfumes — editorial headlines, sleek product details, where to find them. All you need.FXNetworks — show-specific copy that supports each of their titles while still maintaining their overall brand voice BODY — humor, topical, interesting tips and recipes…martinis Also s/o to The Cut, that’s my v talented cousin