How to Write Engaging Instagram Captions
It’s worth a little extra time and effort to write engaging Instagram captions.
Social media isn’t just pretty pictures anymore. When you want to build an email list, direct followers to your website, boost engagement, or sell a product or service, the words you use will either move users along their customer journey or keep them scrolling past your posts.
Copywriting for social media is a vital representation of your brand. Learn how to turn causal scrollers into happy clients by writing engaging Instagram captions.
Why Are Good Instagram Captions So Important?
Gone are the days when a picture was enough to keep your audience’s attention. Consumers WANT to shop with companies that believe in the same things they do.
Brands with engaged communities know that thought-provoking captions go the extra mile to connect with those customers.
Instagram is an excellent platform for marketing campaigns aimed at captivating your audience, growing your follower count, and enhancing your engagement. But perhaps, the best feature of Instagram is the ability to interact with your ideal readers in real-time.
Engaging Instagram captions also help you start conversations with your audience and learn more about what they like and want to see from you. But a good caption can do more than catch a user's attention — it can also help you appear in search results.
That means your ideal audience can find you easily through what you’re writing in your captions. Relevant keywords improve your chances of showing up on the Explore page.
Getting on the Explore page is one of the biggest wins we can get on Instagram. When your posts get on the Explore page, the algorithm pushes your content in front of relevant users and potential customers — even if they don't currently follow you. This increases reach, impressions, and, ultimately, followers and clients.
Instagram’s algorithms will use the keywords in your post captions to determine which topics of interest align with your account. We tend to think of writing short captions for Instagram, but you’re missing out on value SEO if you only write a few sentences. Instagram SEO might not be on the same scale as your website, but you can use it to strengthen your captions. Make sure you understand the types of keywords your audience is searching for or the hashtags they’re following. That way, you can use one or two keywords or one hashtag in your caption to increase your visibility and get the attention of potential customers.
Bottom line: Good captions are intentional ones.
How to Write Good Instagram Captions
Reels are still popular, and every company is asking the same question: Do people read Instagram captions? Yes! They absolutely do read captions — if you give them a reason to. People are looking for content that resonates, not just a post that looks good. Good Instagram captions make readers feel seen and heard. Creating compelling Instagram captions might feel daunting. But by keeping a few tips in mind, you can grab and hold your audience’s attention and compel them to take action.
Stop the Scroll With a Headline
A flat headline will cost you even if the rest of the content is inspired. On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest, according to the Copy Blogger.
That’s why headlines determine the effectiveness of the entire piece. Our attention spans are short! And there is a very small chance that people will make it to the rest of your content — blogs, Instagram captions, and otherwise — if your headline is a yawn or isn't optimized. The text on a graphic, photo, or video is the headline on social media. It’s the first piece of content that sets your reader up for what’s to come. So to stop your reader’s doom scroll (hey, we're all doing it!), you need to write a compelling headline. Here are a few things to remember while writing your Instagram headlines.
Elements Of A Scroll-Stopping Headline
Answers a Specific Question
Promises Actionable Solutions
Sparks Curiosity
Scroll-Stopping Headline Examples For Instagram
Answers a Specific Question:
Exactly How Long It Takes For A Content Strategy To Work
Promises Actionable Solutions
4-Steps To Fall Asleep Faster
Sparks Curiosity
Social Media vs. Blogging: What's a Better Use Of Time?
Headline Writing Tip: Using Numbers & Stats
Numbers in a headline instantly make the content to follow sound more creditable. In addition, research shows that readers will naturally assume that they will learn or benefit from following the advice in a numbered article—for example, 4 Ways To Improve Your Sleep instead of Ways To Improve Your Sleep.
Headline Writing Tip: Using Emotional Language
Click-worthy headlines are instantly relatable and strike a nerve with the reader. Copywriters rely on these “Power Words” to trigger a psychological or emotional response. Copywriters rely on these “Power Words” to trigger a psychological or emotional response. They're called “power words” because they are so persuasive that people can't help but be influenced by them. But power words aren't just for pros. Here are power word examples to make your Instagram headlines more impactful.
Authority Focused
Brilliant
Must-Know
Practical
Proven
Worth
Curiosity Focused
Awe-Inspiring
Discover
Hot Take
Jaw-Dropping
Life-Changing
Productivity-Focused
Cheat Sheet
Easy
Effortless
Step-by-Step
Tweaks
2. Write a Killer Instagram Hook
If the headline's job is to stop the scroll, then the job of the first line of copy (that is visible without clicking into the caption) is to entice the reader to keep reading. This is called a hook in a caption structure. And yes, it has to be just as killer as the headline. Here you can put your headline into context with a relatable or thought-provoking line that makes the think, “tell me more!” Good Instagram caption hooks encourage people to stay on your post longer, read your message, and engage with your content.
3 Proven Copywriting Tips For Better Instagram Caption Hooks
Take Them Through A "What If" Scenario.
Use A Stat To Illustrate What You're Going To Talk About In The Rest Of Your Post.
Ask A Rhetorical Question.
A Step-By-Step Guide For Writing Relatable Hooks
What Situation Are They Currently Experiencing Because Of Their Pain Point Or Desire?
How Can You See It From Their Perspective?
How Can You Boil It Down? Keeping Hooks Short And Snappy Is Essential. Instagram Captions Cut Off In The Main Feed In Under 140 Characters – So Shorter Than A Tweet.
Instagram Caption Hook Examples
Spending Too Much Time On Canva Making Posts No One Sees? Try This...
My Top Tip For {Achieving Pain Point Solution/Desired Outcome} Might Be Controversial.
Never Ask, "What Am I Gonna Post Today?!" Again
3. Use the PAS Formula to Get Readers to Take Action
Now that your audience is hooked and invested in reading your caption give them a personal tie to your message.
One of the best ways to do this is using the PAS (Problem, Agitate, Solve) copywriting formula. PAS has been called the little black dress of copywriting, and I have to agree. It’s appropriate for just about any occasion. PAS calls out a problem your audience is facing, digs deeper into a pain point to agitate the problem, and highlights a solution. This approach helps the reader reflect on a struggle they’re facing and makes them ready for an answer.
To use the PAS formula in a social media caption, divide your caption into three separate paragraphs – one for the problem, one for agitation, and one for a solution. It only has to be long enough to outline all the points you need to hit in your caption. Eventually, this will come second nature and you likely won’t need to outline before writing, but it certainly helps when you’re starting.
PAS Outline Example
Problem
Hair Looks Frizzy & Unhealthy Even After You Woke Up Early To Blow It Out
Agitate (dive deeper into the immediate problem)
Blow Drying Long Hair Takes Too Long & Causes Spilt Ends
Solution
Brand A’s Hair Serum That Protects Hair & Shortens Drying Time
PAS Caption Writing Example
“Having long hair is amazing. Blowing drying… not so much. I was sick of peeling myself out of bed at 4 a.m. to end up with frizzy, fried hair that was looking more like 1983 than 2023. I was scrolling short-chic bobs on Pinterest when Brand A popped up in my feed. And, let me tell you: it’s a game changer.”
4. Add Line Breaks to Longer Captions
What's the optimal Instagram caption length in 2023? This debate is raging — I've experimented with both, and there's something to be said for each approach. But allow me to save you some mental energy; length doesn't matter.
It's not about how many words you use. As long as your caption is authentic and speaks to people's wants, needs, and desires, the length doesn't really matter. Instead of writing a novel or censoring your message to meet a word count, use these tried-and-true caption optimization techniques: lead with a captivating hook, include keywords, and end with a strong Call To Action or CTA (more on that in a sec).
In other words: Talk to your people, not an algorithm. It’s okay to have lengthy captions but add line breaks, so it doesn’t look like a brick of text. They give your captions a pace and help your audience better digest and absorb the information. Don’t forget to have some fun with it, too. Curated pictures might be a thing of the past, but your audience still wants to be entertained. The Hubspot 2022 Instagram Engagement Report shows that “including at least 1 emoji will get you higher engagement.” Tap into your brand voice to select emojis that match your vibe.
5. Use a Consistent Brand Voice
Speaking of brand voice. Stick to yours when you’re writing your caption. A consistent brand voice is one way to master your brand messaging and help your audience get to know your brand so they can easily identify your posts AND connect with them more while they’re reading. Imagine you’re having coffee with your best friend. Their mannerisms and the words they use stand out to you, right? That's the kind of connection your brand voice helps you build with your audience. Whether your voice is funny, blunt, or professional, using it consistently is crucial to your brand’s storytelling. And it creates a cohesive impression on every platform you post on.
How to Use Storytelling to Write Engaging Instagram Captions
6. Tell a (Short) Brand Story
What is one of the best elements of good Instagram captions? The ability to tell a (short) story. Sure, you don’t want to share a story that bores your audience, but you want to make them feel something. Think about the action you want your audience to take after reading your post. Keep that action in mind and write a directly related story.
Let’s say you sell a skincare product. You might share a customer’s story. Maybe the story talks about the pain of not having products on store shelves that represented their needs. You talk about the struggles they faced and the insecurities they felt. Then, you mention their transformation after using your products. You might end your story with how your customer got a boost of self-confidence.
Short stories like this help your audience connect with a personal experience. Let them see themselves in the story and in the transformation. And after taking them on this emotional journey, you can prep them for the close! Click below for a deep dive into writing storytelling captions.
7. End With A Call To Action
A call-to-action (CTA) is typically the last or second-to-last line in good Instagram captions. It directs your audience to take action and clarifies the type of action you want them to take, whether it’s clicking the link in your bio to sign up for a newsletter, commenting on the post itself, or even hitting the share button.
Call To Action Examples For Instagram Engagement
If your goal is to keep readers on your post longer and engage as much as possible, include CTAs that make them think and give feedback. For example: Comment below and share how a good skincare routine changed your life.
A CTA like that will elicit a thoughtful response, and people might even bookmark the post to come back and see what other people have to say.
Call To Action Examples For Website Visits
If your goal is to drive traffic away from Instagram, be very specific. Tell your audience what steps to take and the benefit of doing so.
If You’re Ready For Drops Of Weekly Inspiration, Click The Link In My Bio And Hit The Subscribe Button!
To Get The Support You’ve Been Craving, We Need You To Make One Move! Click The Link In Our Stories And Book A Call With Us So We Can Start The Conversation.
No matter your goal, don’t put your CTA too early in the caption because your audience might forget it by the time they finish reading. Make the CTA one of the last things they read so that action (and not more reading) is their next step. Pro tip: Write with the end in mind. Know what you want your user to do before you start writing. Then, use your CTA to guide the rest of your caption.
8. A Personal Sign-off
My last tip for writing good Instagram captions is to create a personal sign-off. This step is especially important if you’re a personal brand and your name isn’t the same as your handle. A personal sign-off tells your reader who you are and helps them feel like they’re seeing behind the scenes of a brand. You’re creating an additional layer of credibility and intimacy with your audience, which builds trust and makes them feel more invested in your content.
Ready, Set, Engage
Good Instagram captions are about stopping the scroll and keeping your audience invested with great hooks, problem awareness, well-paced structures, and consistent brand voice. Paired with a content strategy designed to meet your business goals, this Instagram caption-writing formula will help get your message in front of the people who want to hear it most.
