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Creative Instagram content encourages engagement, sharing and saves—all important metrics for growing your reach with Instagram. Learn more about how to create a comprehensive Instagram marketing strategy with our guide.

For brands with a distinctive voice, challenge yourself to write captions first, then find or create the photo to match it. You may find that it’s easier to map out your content when you know exactly what message or mood you want to evoke instead of writing a caption specifically to the photo provided.

While we don’t know for certain if Oatly’s team writes the caption first or not, we do know that their online voice is strong. It’s usually more words than the usual brand caption and both pithy and meandering in its tone. When your copywriting is strong, you can use that to create the photo to match it.