You don’t have to be a world-class copywriter before writing an engaging caption.  I wasn’t one when I started writing about the social media continent, and many top creators online aren’t either. So, what do you really need to write engaging Instagram captions? 

Research

Research doesn’t have to be in-depth, but it helps you gain valuable insights, ideas on how to structure your IG caption, the authenticity of the contents, and inspiration. 

For research, consider checking out blogs, Instagram posts, and social media platforms to gain a deeper understanding and inspiration on the topic. In my experience, this process sets the stage for whatever information is in your Instagram captions and the results they bring. I have also had occasions where my research gave me a better angle and even hook inspiration for writing the caption. 

Write Multiple Drafts 

I used to leave my caption writing to the last minute and just write anything at the point of uploading. In my defence, I preferred that real-time activity, as it allowed my creative juices to flow. However, later, while reading those captions, I noticed that I could have written them better or used a different hook. Writing Instagram captions in a hurry, with a disturbed mind, limits creativity, resulting in mistakes, weak copy, and poor engagement. 

However, the fix for this is to write multiple drafts. Approach the topic or caption from different angles, write them down, and then pick the best option. This approach helps you extend your thought process and deliver an engaging copy. 

Note: When writing a caption, you must think like your consumer. You are not writing for yourself, but for a third party. 

Keep it Simple and Lead with Important Points

Contrary to popular belief, captions need not be lengthy. Social media users have a short attention span, so sometimes, it’s best to keep it short and straightforward. Ensure that the most critical points are preserved and presented first. Also, use clear language and avoid industry jargon, so your message is passed on without any confusion. 

Use Engaging Hooks

The first two lines of the Instagram caption determine if the follower will read more or just skip. 

Using an attention-grabbing headline will ensure that the follower clicks on read more and reads the entire caption. Use figures or measurable parameters for your headlines. 

Example: “Make money from home daily vs. 5 sure ways to make 5000 Naira from home in 2 hours”. 

The latter will get more engagement and be more eye-catching than the first. This is because it shows measurable parameters and gives the follower some insight into how long and how much they will make. 

Note: Attention-grabbing headlines only get the follower to click “read more.” Your caption body must contain insightful information that details the steps to be taken to achieve the desired results.

Include White Space

A caption can contain up to three different paragraphs, each highlighting an important point. Spacing out your caption makes it readable and shows that you are organised. You can use lines to space your caption or type it in a word processor, then copy it to Instagram. You can also use emojis within your captions, depending on the audience you are targeting.

Include Call to Action

Call to Action (CTAs) are an essential part of captions on IG. It is that directive that determines what happens after reading your caption. What kind of engagement do you want to drive? This depends on the goal of that post. CTA comes in different forms. It could be a simple “comment here,” a “click on the link in bio to register,” or “tag a friend to participate.” The CTA comes at the end of the caption just before your hashtags, and it’s essential. You can have a caption that’s made up of just a CTA, but it is risky to write an IG captions without a CTA.

Include Hashtags

Instagram allows for 30 hashtags; however, you should use fewer than 30. You can keep it under 10.  For hashtags, you can split them into three categories;

• Generic hashtags: These can be taken from trending hashtags or seasonal hashtags that are not industry-related, such as #easterfriday. These hashtags are not industry-specific, but help to put your post in front of users who might need your service

• Niche / Industry specific hashtags: This category of hashtags is related to your business or service, EG, #lagosbakers #fashion #styleinspo #eventsplanning

• Brand-specific: These are your custom-made hashtags, and they’re restricted to your brand. Users can use your brand-specific hashtags and engage with your content, such as #ncdcgovng.

Include Niche Specific Keywords

Lately, Instagram has evolved into a search engine for businesses. Just like Google, related keywords appear when you search for specific words on Instagram Explore. This new development creates a unique advantage, which you should integrate into your captions. Before publishing a post, search for a related word or phrase and add the keywords naturally in your text, as this will improve the search results.

Check out this blog post to learn more about Instagram keywords and how they work. 

Some Tools for Writing Instagram captions

• Captiona 
• Copy.ai
• captionwriter.ai (Only available for iOS users)
• Jasper instagram caption generator
• Hootsuite instagram caption generator