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Maximizing Engagement Through Caption Optimization: Insights from Social Media Field Data

  • Social media managers are constantly seeking ways to maximize engagement with their content. While prior research has shed light on strategies for creating engaging content, the impact of captions on engagement has been under-explored. Our study focuses specifically on the relationship between caption length and engagement in social media posts. Contrary to previous literature, we find that the relationship between caption length and engagement follows an inverted U-shape. Using field data from an omnichannel retailer (Facebook) and a travel influencer (Instagram), we determine the optimal caption length for maximizing engagement and present surprising results. Our results are robust for different model and identification specifications, indicating that captions are often too short, rather than too long, and that optimizing caption length in our case can increase engagement by up to 25%. These findings have important implications for social media managers and influencers seeking to enhance the impact of their posts.

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Author: Thomas ReichsteinORCiD, Ines BruschORCiD, Florian DostORCiD, Michael BruschORCiD
URL:https://www.researchgate.net/publication/379237977
Title of the source (English):2023 ISMS Marketing Science Conference Proceedings
Document Type:Conference publication peer-reviewed
Language:English
Year of publication:2023
Contributing Corporation:INFORMS
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing
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