How to Write A Good Instagram Caption

instagram caption

Since its launch in 2010, Instagram has been one of the world’s most popular social media platforms. This visual-centric social network has more than 1 billion active users worldwide and has grown to be many people’s essential social media platform.

The constant update of features has allowed Instagram to stay relevant and sustain the users’ ever-growing demands. The launch of new features like Instagram Story, Highlight, and IGTV have been very successful and have helped Instagram gain more users.

The growing influence of Instagram makes it a great platform for you to communicate with your audience!

The Importance of Instagram Captions

Yes, even though Instagram is a visual-based platform, Instagram captions play a significant role in engaging your audience.

A caption that is complementary to your post allows you to communicate with your target audience effectively. It also helps set your branding and identity, allowing you to stand out from the clutter of information on Instagram and rank higher on your followers’ newsfeed. This enables you to engage with your target audiences and achieve the goals of your post.

But the question is, how often are you stuck at writing your Instagram post? Do you have the most aesthetic pictures and interesting videos, but not know what to include for the caption?

Don’t worry, carry on reading for some tips on how to write better Instagram captions for your posts!

Tips on Instagram Copywriting

1. Identify Your Target Audience

Before you start working on the content of your post, you first need to identify who the target audience is. It is almost impossible for you to reach out to the entire population effectively, therefore it’s important to narrow down the range of your audiences and tailor your message to meet their demands.

You can pinpoint your target audience by asking the following:

  • Who am I speaking to?
  • What are the expectations from your followers (or different groups of followers and potential followers)?
  • What are the common interests of your followers?
  • Which group(s) of followers is this post supposed to serve?
  • What are the commonalities shared by the target group(s) of followers (age, gender, interest, locations, etc.)
  • Are there any specific words and phrases, and content that can be included to make the post more specific to the target audience and adhere to the brand voice at the same time?

2. Understanding the goal(s) of a given post

Normally before frequently posting on a social media channel, marketers develop a marketing plan for that channel, stating the goals, target audience, brand voices, and types of content included.

A content calendar is created to execute the content strategy on a day-to-day basis.

Therefore, it is important to understand the channel's overall goal and a particular post and adjust your writing to carry out the goal.

When writing copies for a given visual, make sure you understand the channel's overall strategy and ask the following questions:

  • Is this post promoting a product?
  • Is this post a regular post to maintain your brand's exposure?
  • Is this post sharing a value?
  • Is this post simply share something funny to engage the audience?

Understanding a particular post's goal makes copywriters' live easier to adjust their writing to carry out the goal.

3. Reflect Your Brand Voice

Next, you will need to reflect your brand voice into your post and determine what kind of message appeal works the best for you. Having a prominent voice of your brand is significant as it allows your audience to identify with you.

You can pick out some keywords that are reflective of your brand and use them as a guide for your caption.

instagram caption

Nike, for example, does very well in translating its brand voice into its caption. As Nike is known to encourage perseverance, provide inspiration and motivation to its audiences, there are always elements in its caption that align these attributes, making their branding very prominent and consistent.

On the other hand, Wendy’s is known to be witty, sassy, and hipster.

4. Structure Your Message

When it comes to the actual drafting of your caption, you will need to consider its structure.

First, jot down some ideas you have. Then, include a hook to your message. Think of how your caption can attract your audience’s attention and stop them from scrolling past.

You should also consider the caption’s total length.. Instagram allows a caption of a maximum of 2,200 characters. A long caption is not encouraged because the average attention span per post of an Instagram user is only 3-8 seconds.

Always front-load the important information as Instagram cuts off the caption after a few lines and users have to click “more” to view the rest of the caption.

instagram caption

For instance, even though @worklessons101 provides detailed guides to their audiences, they do not chunk their text into one whole paragraph. Their first sentence contains the main point of the post and their following content are structured in multiple short paragraphs.

5. Break the Text

A huge chunk of text can be very unappealing, therefore try to introduce ways to break the text and catch the eyes of your audiences.

Make use of the formatting and paragraphing to introduce space and break down the text for your audiences.

Use Emojis as visual aids to help your audiences digest the information easier.

You can also include relevant hashtags and mentions to increase audience engagement. However, take note not to flood your post with them as it might make audiences annoyed.

In the examples below, Emojis make the text more fun and relatable. The hashtags and mentions can arouse the audience’s curiosity and make them stay at your post for a longer time.

instagram caption

6. Add in a Call-To-Action (CTA)

The key to driving audience engagement is to always have a CTA in your copywriting.

Tell your audience explicitly what you want them to do after seeing your post. The goal is to encourage your audience to interact with your brand by giving them a task or a compelling deal.

Examples of CTA can be asking your audience to like, comment, tag, or share.

The examples below feature Skittles’ creative approach towards crafting their CTA. Not only does it engage the audience, but also indirectly encourages them to interact with and create more awareness for the brand.

instagram caption

7. Proof-reading

Read through your caption. Ensure there are no errors and the message that you are putting through is clear.

It's good to have another person to read through your work and give you some feedback.

and… Post!

Do all the necessary adjustments and there you go, your Instagram caption is ready for your post!


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