Tell Them What Happens Next

There’s a moment on social media that I personally don’t think gets enough credit. It’s the tiny pause after someone finishes your caption. They’re nodding along. They feel understood. Their shoulders drop a little and then their brain asks the most practical question in the world: “Okay… what happens next?”

If your post doesn’t answer that, people often don’t take action. Not because they don’t want to, but because you’ve accidentally handed them homework. They now have to figure out whether they should DM, click, email, comment, or do a small interpretive dance to unlock the booking link. Most won’t dance. They’ll just scroll.

People just simply don’t take action when they’re uncertain about what happens after they click or message you. In UX writing, calls to action (CTAs) tend to work best when they reduce uncertainty, clearly tell someone what the next step is, and what result to expect.

In other words? Your audience doesn’t need more hype. They need guidance.

Micro-Steps; A Secret Weapon

A micro-step is a tiny instruction that removes a decision. It’s the difference between “DM me” and “DM me the word ‘START’ to get started!” Micro-steps work because they do three (quiet) jobs at once:

1. They tell people where to do (profile, link, button, sticker)

2. They tell people what to do (book, fill in the form, send a keyword)

3. They tell people what will happen next (confirmation email, response time, next message)

This is classic microcopy territory: small text that guides people through action and reduces friction. And yes, it can feel almost comically simple. That’s the point. You’re build a ramp, not a riddle.

Pick Your Primary Pathway (Book, Enquire, Refer)

Before you write you “what happens next?” section, decide what the post is trying to do. One post can technically offer multiple doors, but it should clearly feature one “main door” so people don’t stall in indecision.

Use these three pathways:

1. Book: for warm audiences who are close to ready

2. Enquire: for people who need a human-first step or may have questions

3. Refer: for helpful followers who want to send your name to someone else

A good rule of thumb is if the post is practical and specific (prices, availability, a clear offer), prioritise “Book.” If it’s educational (explaining a concept), prioritise “Enquire” or “Refer.”

The easiest structure is: next step + micro steps + reassurance.

Here are three plug-and-play caption templates you can adapt.

Template A: Booking

What happens next:

1. Head to my profile and tap Book Now (or the link in bio)

2. Choose a time that suits you

3. You’ll get a confirmation email immediately

   Not sure which option you need yet? DM me “QUESTION” and I’ll point you in the right direction.

Why this works: Instagram action buttons exist specifically to simplify how people take actions like booking, depending on your account setup. Naming the exact button removes the “where do I click?” pause/hesitation.

Template B: Enquiry

What happens next:

1. Send me a DM with “INFO”

2. I’ll reply with 2 questions to understand what you need

3. Then I’ll send the best next step (booking link or service options)

   No pressure, no awkward sales script. Just human clarity.

This is especially useful because vague CTAs can slow people down. Nielsen Norman Group has shown that generic labels like “Get Started” can attract clicks but also mislead users and act as a roadblock when people are still looking for information. The same principle applies to social CTAs.

Template C: Referral

Know someone who needs this? What happens next:

1. Tap the share button and send this post to them, or

2. DM me “REFERRAL” and I’ll send a message you can copy/paste

   Either way, thank you for being the kind of person who connects good humans together. (The internet needs more of you)

The last line is optional, but it’s doing something useful: it makes referring feel emotionally rewarding, instead of transactional.

Stories Need Micro-Steps More Than Captions

Stories move fast. People tap through them like they’re dodging the rain. That means your next-step needs to be simpler than your caption version. A “what happens next” Story sequence can be as short as three frames:

Frame 1: The Outcome

“Want a calm, clear brand that people instantly trust?”

Frame 2: The Invitation

“I offer discovery calls to figure out what you need (and what you don’t).”

Frame 3: The Micro-Steps

“Tap the link sticker; Choose a time; You’re booked!”

Instagram’s link sticker is designed specifically to send people from a Story to a URL when they tap it, so naming the sticker can be a practical instruction, not additional fluff.

If you want to go one step further, add a Frame 4: What to expect.
”On the call, we’ll chat goals, what’s feeling messy, and the simplest next step forward. If we’re not a fit, I’ll still point you somewhere helpful.”

That single final frame can reduce anxiety dramatically, because it answers the unspoken question: “Am I about to get trapped into a sales funnel with no exit?” (A fear that lives in all of us, right next to our hatred of unexpected phone calls).

Five-Part Checklist

This is my five-part checklist for a high-converting “What happens next?” section. If you want a quick audit, check whether your next-step includes these 5 details:

1. Location: where should they go? (Profile, link in bio, Book Now button, link sticker)

2. Action: What exactly should they do? (book, fill form, DM keyword, reply to Story)

3. Sequence: What are the steps in order? (1-3 steps is ideal)

4. Expectation: What happens after? (confirmation, response time, next message)

5. Reassurance: What’s the vibe? (no pressure, quick, friendly, clear)

This lines up with best practices around link and label clarity. Specific wording sets expectations and helps people know what they’ll get when they click.

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A “what happens next?” section works because it reduces uncertainty and gives people a clear next step. Micro-steps turn vague CTAs into easy actions by telling your audience what to do, where to do it, what to say/click, and what will happen after. Keeping a CTA focused helps avoid decision overload (Hick’s Law), and consistent next steps reduce mental effort over time.

You don’t need louder marketing. You need a clearer doorway. The right micro-steps make your content feel safe to act on (not just nice to read).

If you want (or need) a hand shaping your “what happens next"?” scripts across captions, stories, and highlights (so it all matches your voice and actually converts), book a discovery call with me.

Or head to my Services or my Store and choose the option that fits how you want want to work together.