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Captivate Your Audience: Suggestions for Enhancing Social Media Engagement Through Captions

  • Engagement is important for the success of social media offers. Accordingly, the goal of responsible social media managers is to generate the maximum engagement with their content. Extant research has already addressed the factors that are related to the creation of compelling content. However, very little attention has been paid to the caption, and thus to a part of the social media post that can be easily changed. Our aim is to measure the impact of caption characteristics on engagement. We use, text length, number of emojis, and hashtags as caption variables, as well as comments, likes, and shares as engagement variables. In two different datasets, one from a merchandise online store (Facebook, Study 1) and another from a travel influencer (Instagram, Study 2) we find a similar robust result: the analyses reveal s a non-linear relationship between caption text length and engagement that follows an inverted U-shape. It follows that, contrary to previous assumptions, longer captions of around 600 characters should be used toEngagement is important for the success of social media offers. Accordingly, the goal of responsible social media managers is to generate the maximum engagement with their content. Extant research has already addressed the factors that are related to the creation of compelling content. However, very little attention has been paid to the caption, and thus to a part of the social media post that can be easily changed. Our aim is to measure the impact of caption characteristics on engagement. We use, text length, number of emojis, and hashtags as caption variables, as well as comments, likes, and shares as engagement variables. In two different datasets, one from a merchandise online store (Facebook, Study 1) and another from a travel influencer (Instagram, Study 2) we find a similar robust result: the analyses reveal s a non-linear relationship between caption text length and engagement that follows an inverted U-shape. It follows that, contrary to previous assumptions, longer captions of around 600 characters should be used to in¬crease engagement. Estimations show that an increase in engagement of about 20% is possible.show moreshow less

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Author: Thomas ReichsteinORCiD, Ines BruschORCiD, Florian DostORCiD, Michael BruschORCiD
URL:https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf
ISBN:978-0-87757-018-9
Title of the source (English):AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024
Publisher:American Marketing Association
Place of publication:Chicago, IL
Editor: Samantha Cross, Alok Saboo
Document Type:Conference publication peer-reviewed
Language:English
Year of publication:2024
First Page:570
Last Page:572
Series ; volume number:AMA Winter Academic Conference Proceedings ; 35
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing
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