This is a square layout photo, organising the chocolates into colours for an arrangement. For the caption I chose one that encourages the viewers to comment their opinion as this is known to boost posts up the social media algorithm, resulting in an increase in brand awareness and inevitably website click throughs.
I chose to take a photo placing the quality street tub in the centre, and surrounding it with the chocolates from inside the tub. Choosing to use a purple paper for the background helped the image easily fit in with the rest of the brands Instagram feed, and keeps the brand colours consistent throughout. The caption attempts to persuade viewers to give a box of Quality Street for christmas, whilst also promoting their personalisation tool with a link to their website for this. This would help increase sale rates and website click throughs.
This is a competition post. The use of the word “win” in direct view on the image is a highly used clickbait tactic, capturing the viewers attention causing them to want to stop scrolling and read more - because who doesn’t love free stuff! To enter the competition the audience must click a link in the caption to their main website, acting as an AD in a way, therefore resulting in an increase of website click throughs.
A close up photo of a pile of chocolates, filling the frame and avoiding any negative space. This photography composition technique allows you to capture something important and reduce the amount of unnecessary background components (Deguzman 2022). For the caption I chose to pick up on Quality Street’s new paper wrappers, which is a development they are pushing out through their social media channels. I included a link to their website giving more information about the new style of packaging, further encouraging an increase in website click throughs.
