How to write a killer social media caption

They say a picture tells a thousand words, but an effective social media caption will say even more. If you want people to engage with your content, it is vital to produce a quality caption to accompany your visuals.

The Basics

A good social media caption will build rapport between your brand and your community. Be authentic and have a personality – social media is all about being social. A great caption will add context, entertain your audience, encourage them to engage with the post, and prompt them to take action. The caption should be attention-grabbing and easy to read. 

Who is your audience?

Determining who your audience is, makes writing captions a much easier task. The right caption will go a long way in persuading your audience to do something or buy your product, which is why it is so important to use relatable language. Writing in the vernacular makes your caption more effective, which is why you need to take the time to gain knowledge of who your audience is, what they think, speak and search for.

Have a clear brand voice

Your Facebook and Instagram captions should be consistent with the tone of voice used throughout your other social media platforms. The key is to be authentic, rather than generic. Developing your brand voice is crucial to helping you write easily digestible, engaging content on your social media platforms.

Include a call-to-action

Using a CTA on your posts helps to generate engagement on a post. Asking questions in your caption invites your audience to participate in your online conversation and interact with your brand.

Important content goes at the beginning

Front-load your captions with the important details. Across Facebook and Instagram, captions are cut off after the first few lines. For your followers to see the entire post, they must opt to. The way we consume social media means that if your first few lines aren’t grabbing their attention, they are unlikely to view the rest of the caption.

To hashtag or not to hashtag?

Instagram posts with at least one hashtag generate 12.6% more engagement than those without hashtags. Hashtags are an effective tool you can use to connect with customers and grow your community. But use hashtags wisely – using too many clutters your copy and makes your content look like spam. Only use hashtags that are relevant to your post and target audience, and we recommend separating them from your captions for the sake of easy reading.

Get inspired

Get creative and draw inspiration from popular quotes, song lyrics and trending hashtags and posts. One of your best resources is other accounts, so have a look at what your favourite businesses or influencers are writing in their captions.


When posting social media content, be sure to have a clear understanding of your target audience and objective. With this, you’ll be able to adapt your language accordingly and reach your audience more effectively. Don’t forget to include a call to action to enhance audience engagement. After all, social media isn’t just about communicating, it’s about connecting.