Learn how to write engaging Instagram captions!

March 5, 2021

Instagram is an incredible tool to market your business when it’s used properly. In order for this tool to be best utilised, you need to know how to create a gorgeous feed and be able to write a captivating caption. So what is the key to writing a fantastic Instagram caption?

Tone of voice

The first thing you need to keep in mind when writing a fantastic caption is that different brands have different tones of voice. So first, you need to work out what your tone of voice is. Do you want to write more personalised captions that use the words ‘I’ or ‘we?’ Or would you rather the captions be more salesy? And should your brand have more friendly informal captions or more formal ones? Lastly, what length do you want these captions to be? Short (around three sentences), or would you rather them be longer with a more personal touch?

This is the formula I usually follow when I write my caption

1. I always start with a short and fun beginning sentence. This could be a pun or just a witty observation.

2. Next, I write a more detailed second sentence/paragraph (depending on the caption length) based on the content of the image. This is always angled in one direction. So, it could be focused on an aspect/service/product that the business sells, a personal anecdote revolved around the topic of the image, or it could be a related/unrelated caption that lets you into an aspect of the brand owner’s life (eg. why they started the business, holiday, kids, story behind a product). 

Remember that you can always separate these paragraphs with spaces or use emojis to make the caption more fun and attractive to look at!

3. I end the caption with another witty observation or a call to action, eg. If you love this wall hanging as much as we do, you can head to our website to buy it!

Remember to tag any influencers pictured in the image or the owner of the image (if you have reshared it) in either the comments or the caption.

4. After you have written the caption, you can post hashtags either in the post or as a first comment (which is what I do). I generally use between 3-11 hashtags in my post. These are a mix of more niche/specific hashtags and more generally used ones.

5. You can also link the products in the image to the Instagram shop.

Practice makes perfect!

As you write more and more captions, you’ll get to understand your brand’s tone of voice more and find out what works best for your brand. In my experience, brands that have more personalised captions and don’t push their products so hard do better selling their products. However, this is not always true. A more traditional sales-man approach may be very beneficial when your brand is just starting out, and people are not as aware of your products and services. 

I hope you have fun trying out your caption-writing skills and discovering what works for your brand! And if you would rather someone else put together your feed and do the caption-writing for you, then Shoot, and Swoon can manage your Instagram account for you at a very reasonable price. You can check out our website for more details.