The Art Of Writing Instagram Captions

Your words matter!

Well, I talk a lot and write even more. Since I’m a marketer, it comes with everyday tasks. So after years and years of experimenting with different industries and tones of voice on social media, I learned what ‘tricks’ work for everyone, and I am more than happy to share my magic.

Instagram might be an eye-catching photo and video sharing platform, but your words matter. While the visuals are the hook, the captions keep people coming back for more.

Actually, compelling captions are pretty much mandatory for Instagram’s algorithm to pick up your posts. The more engagement you have on your posts, the more likely Instagram will serve them to followers and potential clients.

Let’s start!

First, there are three main elements of a strong Instagram caption: 

  1. Brand personality: what do you want followers to feel when reading your posts?  
  2. Compelling story: are you hooking followers with an exciting story that makes them want to discover more? 
  3. Consistent brand voice: will your followers immediately recognize your post when it appears on their feed?

Once you know the answer to all those questions, get to work. Producing unique captions is about nailing both creativity and technique. 

Hook your reader

Words pack a punch, but their placement determines their strength. Many users will read the first line of your caption (because it’s the bit they can see without expanding) and keep scrolling if they don’t find it entertaining. Make it compelling by tapping into the reader’s curiosity. Add intrigue and suspense. Make it irresistible to skip your whole caption.

Write as you speak

Instagram is a social media channel, meaning people use it to interact with other humans. After getting the reader’s attention, ensure your caption evokes some emotion. If you want to connect with followers is essential to be as authentic as possible with your captions. The more relatable you are, the easier it is for your followers to trust you.

Tell a story

People are looking to forge connections with the brands they buy from. The most important thing is to make your followers feelsomething. Use sensory words. Describe the sight, touch, taste, sound, and feelings you want readers to get from your post.

Write more

Not every caption needs to be short and sweet. Actually, the length of Instagram captions has kept growing over the last 5 years, and now the average length is 405 characters (around 65 to 70 words). AVERAGE. Data shows that posts with more extended captions receive higher engagement rates.

Add emojis

Emojis can be polarizing regarding more serious communication channels like email and SMS since recipients either love or hate them. But when it comes to Instagram, bring on your A game. Research shows that 92% of users use emojis in their messaging. Shockingly, more than 50% of business profiles don’t use them at all. Yet, data suggests the more emojis you use, your engagement increases by as much as 48%.

Use a call to action (CTA)

Your ultimate goal is to get your followers to do something. Every post should have a goal: build awareness, encourage your audience to interact with you, or increase traffic to your website. Adding a call to action makes people 25% more likely to complete your goal action.

Tell your story with your whole heart!

Instagram has demonstrated enormous growth, with its community reaching over 2 billion monthly users in 2021. If you want to be recognizable and stand out from other Instagrammers, you need to build a brand on this platform. Want to know how? We got you! Read our article here.

Now, here’s my CTA. Tell me, how do you write your Instagram posts? (see what I did there? haha)

If you want to talk some more about this, we’re waiting for your DM on Instagram.

Your biggest fan,
Oana Corina Jelea.



The Big Cheese know-it-all
A lot of brand strategy and storytelling, with a sweet tooth for Instagram management. Constantly on her phone, writing posts, replying to e-mails, and sleeping less than it should be legal. Always open to discussing environmental issues after two glasses of wine. She's the biologist who chose to go digital.
Find her on LinkedIn, Instagram and

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