How to Write Captions That Actually Get Engagement
If your comments section is a ghost town, this one is for you! It all starts with writing captions that not only speak to your audience, but make them want to take the next step and comment, and become a loyal community member. To create the tight-knit community you want on social media, here's how to write the copy that will get you there.
Table of Contents
How to Write an Instagram Caption
Components of a Caption
Caption Formulas to Steal
How To Write an Instagram Caption
You need a caption that informs or entertains. Remember that all good stories have a beginning, middle, and end. This also applies to Instagram captions.
Beginning = Hook or headline
Middle = Story or value
End = Call-to-action
This is the first sentence on the caption, and this is your hook. How are you going to make your audience stop scrolling through the news feed to read what you have to say? Your headline should either ask a question or include a title.A great way to structure headline titles is by including a number. For example, a few headline titles we’ve used are:
3 Ways to Increase Your Engagement
5 Things You Should Do Every Day on Instagram
Asking questions is a great way to spark interest and get your audience thinking about your topic. A few questions we’ve shared are:
Are you using Instagram stories?
Are you making any of these 5 common mistakes on social?
Finally, get creative with emojis or text symbols (but don’t go overboard with these!) You don’t want it to look like your dog ran across your emoji keyboard. Now, let's break down each piece of the formula, separately!
Components of a Caption
Headline
Drop the hellos, and get more creative! Your hook should be the first thing to capture your audience's attention, summarize what you are talking about, and makes them want to read more!
Headline Templates
# ways to [do something]
My top # tips to [achieve goal]
# steps to get over [pain point]
# things you need to do as a [title]
Do you ever feel like this...?
I can't believe what [person] said to me
Unpopular opinion... [insert it here]
Raise your hand if you [insert pain point]
Can I share my story with you?
Caption
Your caption should provide value to your audience while also relating back to your expertise. This will set your audience up to say yes to your call-to-action at the end of the caption! Gone are the days of sharing “Happy Friday!” in a caption. We like to think of Instagram captions as micro-blogs. Use your captions to tell a story. It doesn't have to be anything fancy or super long, just make it engaging! If it is something they can relate too, your audience will engage. If you do share a long-form caption, break up the text with line breaks, emojis, and bullet points.
Call-To-Action
Don't forget to close out your caption with a call to action!
This can be a question, asking people to click the link in your bio, or DM you. Without a call-to-action, you are missing out on your followers knowing what action they need to take.
If you published a new blog post, encourage them to click the link in your bio to read it. If you are taking applications for your new services, encourage them to send you a DM to find out if the program is right for them.
Call-To-Action Templates
Tag a friend who needs to hear this
Share this post if it resonates with you
Click the link in my bio to learn more
Can you relate?
Ready for this, friend?
Drop an emoji in the comments if you agree
Questions? Send me a DM
Does this sound like you?
Save this post for when you need the reminder
4 More Caption Formulas to Steal
Features - Advantages - Benefits
Features: outline what your product or service does.
Advantages: explain why it's important and why it should matter to the reader
Benefits: point out the positive results that the features and advantages can produce. Many times marketers make the mistake of sticking to features only.
Pain - Agitator - Solution
Present the problem: Identify a common problem that your target audience is facing
Agitate it: tease out the unpleasant emotions around the problem, reminding your audience why this problem is so frustrating.
Agitate it: swoop in with a clear, simple solution
What - Who - What
What: explain what your offering and what it does
Who: outline who you are and why you're trustworthy
What: share what steps to take to get the offer
By answering some important questions up front, you can help convince your customers they need to but or act now.
Don't - Can't - Won't
Don't: Address the reasons they don't want to buy
Can't: address the reasons they can't buy
Won't: address the reasons they won't buy
This writing formula works well for an audience that's prone to objections. This formula knocks out those hesitations before they can even be presented
Instagram Caption Starter Prompts
Captions about your services/products
Share 3 ways your audience is making [a pain point they have] harder than it needs to be. Add value about your service/product helps.
Share the biggest misconception people have about [something in your niche]. Tie it into an objection someone might have for your offer.
Share # time saving hacks that you use to help you with [pain point your audience has]. Share social proof from one of your clients/customers who's used these hacks then talk about your offer [product/service]
Captions about you (so your audience can get to know the person behind the brand)
Introduce yourself. Who are you, what are your favorite things, and what do you love to do for fun are great examples to share about.
Share your entrepreneurial journey. How did you get to this point in your business? How long have you been in business?
Play two truths and a lie. Share three statements about yourself. Two of the statements are truths and one must be a lie.
Captions to get to know your audience & drive engagement
Share what you're currently binge-watching on Netflix right now. Ask your audience if they've seen it.
My top 5 favorite apps/resources/tools for [related to your niche]. Ask your audience if they use those, too.
A few of my favorite things right now are [insert fav things]. Ask your audience to share their favorite things = make connections when you have things in common.
