Your next customer could be sitting in someone else’s group chat.
Take a café. “We serve great coffee” gives you information. “A quiet café for the catch-up you’ve postponed three times” gives you someone to send it to.
That difference interests me because people rarely share things for a brand’s benefit. They share to make a plan, express an opinion, help someone, or say, “This is so us.”
to whom, and why?
I like using that question before writing a caption. It forces the idea to become specific. A friend planning a Saturday morning. A colleague trying to explain a problem. A partner remembering a conversation.
Once that person and that reason are clear, the message becomes easier to build. The product still matters. It simply has a role in a situation someone recognises.
There is no promise that any one post will travel. But a useful social idea gives people something to do with it.
Social media & brand strategist.
Founder, TM Marketing.