The Art and Science of Writing Good Instagram Captions


Instagram is likely one of the hottest social media networks worldwide. Over 1 billion people use the platform each month, spending a mean of 53 minutes per day (longer than your typical Zoom meeting) posting, partaking, and double-tapping that like button.

71% of companies use Instagram—and for good purpose. Whereas it would seem to be a private platform for family and friends to work together, greater than 50% of Instagrammers comply with no less than 1 enterprise, and 80% declare the platform helps them resolve to purchase a services or products.

The platform is seemingly a lot way more than a software to keep up a correspondence along with your Uncle Steve or stalk your ex.

Nevertheless, rising an engaged viewers is simpler stated than performed. It requires endurance, top-notch content material, a little bit of know-how, and actually good Instagram captions. We can help you with all of that.

Instagram Tales continues to gain popularity, however it’s nonetheless not as broadly used as the fundamental Instagram submit. Tales present above-and-beyond customization, with the flexibility to boomerang, rewind, superzoom, add stickers, and extra. Posts, however, actually solely provide you with 2 customized fields:

  1. The Picture/Video
  2. The Caption

With simply 2 parts to play with, it’s vital you juice them each for all they’re value. We cowl the whole lot it’s essential to learn about discovering, enhancing, and publishing the suitable pictures in 30 Expert Tips on How to Get 10k More Followers on Instagram—and now we’re going to take you on a deep dive by way of writing the best-of-the-best Instagram captions.

Nail your content material and caption technique, and also you’ll be nicely in your solution to rising your Instagram followers, engagement, and (finally) income.

7 Greatest Practices for Writing Actually Good Instagram Captions

We titled this how-to article The Artwork and Science of Writing Good Instagram Captions as a result of producing five-star captions is about nailing each creativity and approach. That’s why we again up virtually all our greatest practices with rock-solid research and statistics that transcend private opinions.

1. Don’t Be Afraid to Write Extra, Extra, Extra

Generally much less is extra, however that doesn’t appear to be the case for Instagram captions. The size of Instagram captions has grown steadily over the past 5 years, more than doubling since 2016. Now, the common caption size is 405 characters (which is often round 65 to 70 phrases).

Now, remember that 405 is the common. Some profitable Instagram accounts use way more (see Later), whereas others use a lot much less (see PacSun). After which there’s Foundr—we like to combine it up with the whole lot from super-long captions to one-liners.

Nevertheless, data shows that posts with longer captions typically obtain greater engagement charges than these with quick captions. Larger engagement charges not solely construct deeper connections along with your viewers but in addition enable you to seem on the Discover web page, which exposes your content material to new soon-to-be followers.

Experiment to see what works finest along with your followers. Shorter captions have performed better in the past, however in 2021, it seems extra phrases result in extra engagement. Strive including 70-100+ phrases to your Instagram captions for a couple of weeks to see how your viewers responds. In the event you see an elevated engagement charge, maintain making them lengthy.

2. Add Emojis in Right here and There

Emojis may be polarizing in terms of extra critical communication channels like e mail and SMS—recipients either love them or hate them. However in terms of Instagram, deliver on the 😃 and ❤️.

Analysis reveals that 92% of people have used or commonly use emojis of their messaging, however more than 50% of business profiles don’t use emojis in any respect. But, data suggests the extra emojis you utilize, the upper your engagement. One research confirmed utilizing these lovely pictograms and smileys can improve Instagram engagement charges by as much as 48%.

Now, that doesn’t imply you essentially go ham with including 20+ emojis to each submit—there’s a line of diminishing return someplace, and it’s flittering awfully shut with the road of turning off your viewers. Begin by including a couple of, and see how your followers reply. If the response is optimistic, attempt including a bit extra.

Emojis may not really feel “on-brand” for your corporation, however the numbers counsel they’re definitely value a attempt. Experiment with including a couple of of the much less cutesy emojis into your submit to see in the event that they make a distinction.

In the event you’re hesitant, perhaps attempt beginning with the rocketship or fireplace emoji as an alternative of the smiling-heart-eyes face or the rolling-on-floor-laughing face—they’re slightly extra model impartial.

3. Deliver on the #Hashtags

Hashtags would possibly seem to be a classy Gen Z behavior as an alternative of a refined enterprise technique, however that’s not the case—belief us. Used accurately, hashtags can drive engagement, expose your model to new audiences, and increase your followers.

However right here’s the burning query that we all know you’re dying to ask: what number of hashtags do you have to use? And right here’s the response you most likely didn’t wish to hear:

It relies upon.

Research’ outcomes have been all over as a result of, nicely, Instagram profiles and their content material are all over. The variety of hashtags it’s best to use shall be primarily decided by your trade, your variety of followers, follower psychographics, and the kinds of content material you share.

If you need a golden quantity to focus on and experiment with, many brands recommend around 11 hashtags. Nevertheless, we recommend milking the hashtags for all they’re value and including 30 hashtags per post (which is the Instagram restrict).

Now, the place ought to these hashtags go—within the feedback part or the caption? Accounts with 100,000 followers or fewer will see greater attain charges once they put hashtags within the caption. Accounts with greater than 100,000 followers shall be extra centered on engagement than attain, so we advocate including your hashtag to the primary remark as an alternative of the submit description.

4. Embrace an Ingredient of Engagement

Whereas most Instagram customers are blissful to scroll leisurely alongside for hours on finish, your final objective isn’t to only present them one more image—it’s to get them to do one thing.

Each submit ought to have a objective, whether or not that’s to construct consciousness round a marketing campaign, encourage your viewers to work together along with your model, improve site visitors to your web site, or increase signups to your e-newsletter.

Each good Instagram caption wants a robust name to motion (CTA) that tells your followers precisely what to do. Listed here are a couple of of our favourite Instagram caption concepts:

  • Double-tap to indicate your help
  • Tag a good friend to enter the giveaway
  • Submit a picture utilizing the hashtag
  • Comply with us to obtain extra nice content material
  • Give us your suggestions to assist us enhance
  • Reply a query to help our product growth

You get the thought. Including a CTA makes people 25% more likely to finish your objective motion, so guarantee each submit has one within the caption.

5. Reply the Burning Query: “What’s In It for Me?”

Everyone seems to be on Instagram for a goal. They’re searching for inspiration, looking for a good friend, evaluating a product, second-guessing a job provide, procrastinating, or simply scrolling out of behavior. Whatever the purpose, social media is a (sorry to say it) egocentric on-line world the place folks need to fulfill a necessity.

How does your content material fulfill a necessity? Now, a necessity doesn’t simply must be meals, water, cash, or shelter—wants can fluctuate. Refer to Maslow’s hierarchy of needs.

Your viewers is on social media to:

  • Really feel beloved (these likes and feedback are actual)
  • Really feel achieved (everybody desires extra followers)
  • Really feel seen (hey, take a look at this cool factor I simply did!)

Design content material that satisfies these wants and solutions the query: “What’s in it for me?” Everytime you embody a CTA, don’t overlook to say why somebody ought to do it:

  • Comply with us to obtain your every day dose of startup inspiration
  • Tag a good friend within the feedback to indicate them you care
  • Go to the hyperlink in our bio to avoid wasting 25% off your subsequent buy
  • Remark under to assist us design the right product for you

Even saying one thing alongside the strains of “Comply with us so we will hit 10,000 followers by midnight” helps your viewers really feel included—like they’re a part of one thing greater than themselves.

6. Hook Your Reader Throughout the First 125 Characters

They are saying an image is value a thousand phrases. However what’s the price of a thousand phrases? An entire lot in the event you write nicely—not very a lot in the event you don’t.

Phrases pack a punch, however their placement determines the power of that punch. Instagram captions truncate past 125 characters, which means you solely have a sentence (perhaps 2) to hook your reader into clicking “…extra.”

Good Instagram captions lead followers to learn on moderately than scroll down. In case your submit tells a narrative, meaning you may’t give away the complete plot within the first 125 characters. Be intentional along with your phrases—particularly the primary sentence. Add intrigue. Add suspense. Make it irresistible to skip the remainder of your caption.

The most effective Instagram captions tie collectively carefully with the posted picture or video—the 2 can’t be separated and retain their worth. Consider what your follower’s journey is like:

  1. They scroll down the web page, seeing the picture or video first.
  2. In the event that they’re , they’ll take a second (perhaps half a second) to look at your caption.
  3. They’ll see the primary 125 characters or much less.
  4. If that hooks them, they’ll click on “extra” and skim on.
  5. If the caption continues to intrigue them, they’ll learn to the tip.
  6. As soon as a consumer reads a complete caption, they’re more likely to take the motion you requested in your CTA.
  7. Lose them at any stage in your caption, they usually’re gone and onto the following Instagram submit.

7. Format Your Captions to Enhance the Studying Expertise

Large, lengthy paragraphs of textual content are maybe the #1 solution to scare off any reader. Use line breaks all through your captions to make them simpler to scan and digest.

Look by way of this text, for instance—there’s hardly a paragraph that’s longer than 3 sentences. Use the identical tactic to a fair better diploma in your Instagram posts.

Social media skilled Derek Halpern carried out a research to find out the best-performing paragraph size.

“The issue is, to make sure most comprehension and the looks of simplicity, the right line size ranges between 40 and 55 characters per line,” says Halpern. This finally ends up being round 8 to 11 phrases per line.

Now, you may’t actually alter the width of your Instagram captions, however you may apply the ideas behind this research—maintain it easy and simple to learn to enhance comprehension.

Apply Makes Good

And there you have got it—7 methods to begin writing good Instagram captions. Give every of those techniques a attempt to see what occurs to your engagement.

Don’t be discouraged in case your first or second submit is a dud—there’s much more at play than simply your caption’s high quality. Instagram algorithms, time of day, and even your picture or video content material will all play a component, too.

Maintain making an attempt. Apply makes excellent. Writing good Instagram captions is an artwork and science, and it’s exhausting to grasp these 2 issues in a single day.

In the long run, captions are 1 factor (albeit a essential one) of your Instagram technique. You possibly can optimize much more issues to speed up your follower development, engagement, and gross sales.

Our brand-new, exclusive Instagram training course has you coated on the whole lot it’s essential to know. Oh, and earlier than you dig into the weeds—it’s free. We’ll take you behind the scenes and present you precisely how we generated 500K followers in 12 months (and 1M+ in 2 years).
This coaching contains our secret posting technique, bio method, and content material creation course of. And we’re giving all of it away without cost. The coaching begins quickly, so enroll in the masterclass today whereas there’s nonetheless time.





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