We’ve heard it all when it comes to Instagram captions, right? All the “tips and tricks” circulating around about how to create the PERFECT caption that will give you 10K followers overnight? 

First up, if you’re new here, I will never provide advice on how to go instantly “viral.” Because…that’s not our goal. Nourishing our audience & customers is the goal.

Well written Instagram captions do just that – they bring your audience through a journey that brings them from prospector to customer. 

So what actually makes a good caption? To analyze that, we need to dig a little deeper. 

Yup, back to the pandemic. In 2020, so many of us were consuming any type of content that would boost our serotonin. Common, we needed it, right?  So, an Instagram Reel that was funny & caught the viewer’s attention went viral. Who CARED about the caption?? 

We saw the funny video, gave it a like, and moved on. But, what about now?

People are taking more intentional time OFF social media to actually be present with the world around them. 

Therefore, when they DO go on social media, they want to dig a little deeper into the content they are seeing. 

Let me give you an example. You see an intriguing Instagram Reel about laser hair removal near you. After the exciting video telling you you could get 10% off your next service, your eyes scroll down to the caption to learn more. 

So, instead of the relatively pointless Reels (and Tik Toks) that got a quick like then swipe in 2020, we’re actually spending a bit more time on each piece of content.

What does that mean? We need to use our superpower to hook in our audience: our captions. 

Your captions allow you to truly explain your product and service in a more in-depth & exciting way that the audience can’t always receive from the visual. 

Alright, how do we make a stellar caption? Let’s break it down…

1. Your Goal

Before creating your content or caption, I want you to ask yourself WHY you are creating the post in the first place.

Ask yourself this: what do I want my audience to take away from this piece of content? Do I want them to be educated about my services? Purchase from me? Be inspired? Get a good laugh? 

Once you understand the goal of your post, you can create a caption that represents just that.

2. Your Hook

Just like you would want a hook to get your audience to keep watching your Reel, you also want it in your Instagram captions. 

A hook is a way to grab your audience’s attention to make them want to continue reading. Remember, we just came off of a two year pandemic and our attention spans are like squirrels. You have to coax your audience into reading more. 

For example, let’s say you own a coffee shop and you’re releasing a brand new blend. Instead of the generic hook stating, “Here’s our brand new coffee!” you want something more enticing.

So instead, you use a hook stating, “when your morning brew just isn’t cutting it anymore…”

See how this grabs your attention way more than just stating you have a new blend? You just put the audience FRONT AND CENTER in your content, therefore getting them to want more. 

A few things to avoid in your hook…

1. Don’t tether your hook to the body of the caption; instead, give your hook room to breathe. Add a few lines following your hook before transitioning into the body of your caption.  
2. Avoid too many emojis. These fun symbols can be a great way to accentuate your content, but try to avoid more than two in your hook in efforts to allow the actual content to shine through. 
3. Avoid tagging right off the bat. Too often, I see creators rushing to tag collaborators right from the start, missing out on the chance to truly captivate their audience.

An example from my very own flop…”I’m so excited to chat with @InstagramAccount on my Tuesday Night Live!”

First of all, the @ takes your audience’s attention away from the hook. Secondly, you don’t have time to introduce the individual you are tagging in the first sentence. Save this for the body of your Instagram captions. 

3. Writing the Body of Your Instagram Captions

Now that you got your audience’s attention from your hook, it’s time to bring them to the meat of your content. 

Going off from the example in Step 2, if you’re releasing a new coffee blend, your goal might be to bring awareness to and sell this new blend. 

For example…

Hook: When your morning brew just isn’t cutting it anymore…

Body: Introducing the “Walnut” blend, perfectly suited for those needing a break from their usual black coffee routine. This new blend creates savory notes of chocolate & hazelnut flavors. Sourced from the hills of Southern Tennessee, this blend offers a uniquely light & airy profile to bring out its unique flavors. 

Now, as your caption unfolds, it reveals the introduction of this delicious new blend and you’ve expertly educated your audience on its qualities. 

4. Your CTA

Once you’ve caught your audience’s attention and brought them through the meat of your content, it’s time to prompt them to take action with the information they’ve just absorbed. 

If your goal is to get more engagement with this post, ask your followers to share with a friend that might resonate. If you’re looking for leads/sales, ask your followers to comment a specific phrase for more information on your product/service. 

Let’s wrap up our coffee example with our CTA:

CTA: Want to get your hands on this new blend before it sells out? Comment “WALNUT” below to get started 👇🏼

After getting your audience hyped about how tasty this new blend is, the CTA gives them the chance to act on that excitement – like grabbing a bag for themselves!

That’s the magic of a CTA. When a follower read’s through the entirety of your caption, they’re intrigued. Don’t leave them hanging – prompt them to take action based on the information they just discovered.

 And THAT’s the secret formula, folks!

Just a quick disclaimer – Not every single one of your posts has to follow this exact structure. It’s good to mix it up sometimes and keep your audience excited. However, this formula is a great way to practice your caption-writing skills AND make sure you are listening to your ideal client in your content.

Look at you! You just learned how to be a caption mastermind. 

Ready to try writing your own Instagram Caption?

Ready to try it yourself?  If not…that’s okay! That’s why I’m here. Send me a DM over at @5to9socials on Instagram and I’ll help you brainstorm your next caption or book one of my Instagram Services for in-depth social help.