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How To Optimize Your Social Media Caption To Generate More Engagement :) #Captionize #SocialMedia

  • Maximizing engagement is an important issue for social media managers. Science has already provided guidance on how to make content more engaging. However, one easy-to-edit part of the social media post has received little attention: The caption. We show that the caption has an underestimated impact on engagement and we specifically address text length. The relationship between text length and engagement is not linear as described in previous literature but follows an inverted U-shape. Using field data, we estimate the optimal length of captions and provide surprising results. We show that captions are mostly too short instead of too long and that an optimal length can increase the engagement rate by up to 17%.

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Author: Thomas ReichsteinORCiD, Ines BruschORCiD, Florian DostORCiD, Michael BruschORCiD
URL:https://proceedings.emac-online.org/index.cfm?abstractid=A2023-114288&How%20To%20Optimize%20Your%20Social%20Media%20Caption%20To%20Gener
Title of the source (English):Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023
Publisher:European Marketing Academy
Document Type:Conference publication peer-reviewed
Language:English
Year of publication:2023
Article number:A2023-114288
Faculty/Chair:Fakultät 5 Wirtschaft, Recht und Gesellschaft / FG ABWL, insbesondere Marketing
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