Photos stop the scroll. Captions build the relationship.
Caption structure
- Hook: first line that makes people tap “more”
- Value: the story, tip or details
- Call to action: comment, save, share or DM
Find your brand voice
Write three words that describe your brand (e.g. warm, expert, playful) and check every caption against them.
Caption types
- Storytelling: how a product was made or a customer story
- Educational: tips and how-tos
- Conversational: questions and opinions
- Promotional: offers with clear details
Tips
- Write like you talk
- Use line breaks and emojis as bullets
- Put keywords in for search
- Keep the hook under 125 characters
Generate starting points with our Caption Generator. Read short captions.
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