Instagram captions are text below pictures or videos posted. They describe the content or elaborate on the post. 

The caption brings life to the post, informing followers of the necessary action and how to take it. When used right, they can increase content engagement, shares, and conversion. 

There are different ways off writing Instagram captions. This guide will teach you about the structure, types, and tips.

What you will learn

• What is the Structure of a Caption
• What’s the ideal length for Instagram captions?
• Types of Captions That Drives Engagement
• Instagram captions Examples and Template
• Next Steps

What is the Structure of a Caption

A caption has three sections, each vital to its success: the headline, the body, and the closing.

• Hook: This section consists of the first three lines of your captions. Instagram show the first three to 4 lines of your caption and hides the remaining content in the “view more” part. The hook must get the follower’s attention, and they click on “read more.” 

• Body: The body contains a detailed description of what has been highlighted in the post. Just like a letter, the body gives details about the post. For example, a recipe caption can also double as an instructional post. It will have the different ingredients and the steps to follow in preparing the dish. The body elaborates on what has already been said in the headline. It has the main information relating to the post.

• Closing: The closing section of a caption has two important elements: a hashtag and a call to action. These elements contribute to the content’s visibility and engagement. 

Call to action: CTAs tell the audience what to do after reading a post. It can point to a link in the bio or ask the follower to engage in a conversation on that post by commenting or tagging friends who they feel can contribute to the topic.

Hashtags: The hashtag is simply a keyword with a # sign before it. It aids users in searching and increases page visibility. Most followers use niche-specific hashtags to find posts that they are interested in rather than waiting for the algorithm to push the post through their timeline, which may never happen.

What’s the ideal length for Instagram captions?

A blog by HubSpot recommends 125-character limit when writing Instagram captions to increase engagement. However, Instagram allows you to include up to 2200 characters in captions. Characters are single elements, including white space; for example, the word “Instagram” has 9 characters. But you shouldn’t fill up the entire caption space with words. This is because Instagram is mainly a visual platform. People are more interested in videos, photos, and graphics. So, it is best to keep things short. If you want to write longer captions, aim for 125 to 150 characters. 

Types of Captions That Drives Engagement

There are different kinds of captions you can use for your post. The primary factor or element that determines the type is the hook. In this regard, there are three types of Instagram captions I will recommend you use; they are 

Question Based 

Behind every social media account is an individual searching for a product that solves a particular problem. Using a question approach is one way to get the follower to read your caption to the end, or at least click more. 

You start your caption with a set of questions or one question that your product or service is an answer to, and you build on that step by step, showing why your product is best and how it answers their question. 

This approach is excellent when writing Instagram captions for confused or indecisive audience. Answering their questions removes any doubt and encourages them to buy from you or refer a customer.   

Fact-Based 

The fact-based approach is best for the professional or geeky audience. The fact-based caption approach starts by stating a verified fact—something your target audience doesn’t know—that will get their attention.

For example, “Do you know that getting 8 hours of sleep daily can increase your lifespan by 20 years?” or “According to the World Economic Forum, this technical skill will be obsolete by 2025”. The reason why this kind of caption works is it shows in-depth research and expertise. Most Instagram users might not have the time to do deep, in-depth research about this topic. 

A hook containing a fact offers a learning opportunity that will get users to pause and listen. It also triggers their curiosity.

Once you’ve gotten their attention with the fact-based hook, you must continue the content with the same value momentum. If you use a hook without maintaining momentum, it will become clickbait, and you will lose credibility. 

Building on our example hook above will involve sharing more information in the caption body to support the initial statement. Your audience is asking, “Why should I care?”

You can tell the followers what they can do to get 8 hours of sleep and how you can help. For the latter, you can talk about the service for people with the skills to upgrade or prepare themselves for the wave. 

As usual, the minute the follower sees the fact, it catches their interest, and they click to read more, thus giving you enough time to pitch your product or get them to engage.   

Story Based

Research shows that storytelling is a great marketing tool. Using stories in your captions helps to keep readers engaged. There are different ways you can use the storytelling hook caption. One method is telling your story. Depending on the context, this should highlight the issues you once had and how you solved them. 

Additionally, you can share a customer’s story, demonstrating how your solution works with no side effects. 

Lastly, you can use a fictional story that illustrates the customer’s pain point or stage in the buyer’s journey. The story isn’t real, but it still triggers the same effect and helps them to connect with your business. 

When the followers can relate to your story, they will build a connection. 

Note: When telling stories, ensure they are short and straightforward. Introducing multiple characters and plots will make them complex and mess up the flow for your readers. Learn more about using storytelling in marketing here.

Instagram captions Examples and Template

1. Question Approach

Example:

Tired of waking up with back pain?

Our ergonomic mattress might be the solution you’ve been dreaming of. Here’s why:

• Contours to your body shape
• Reduces pressure points
• Promotes proper spinal alignment

Want to know more about how our mattress can help you sleep better and eliminate back pain? Keep reading!

Template:

[Relatable problem phrased as a question]? 

Our [product/service] might be the solution you’ve been looking for. Here’s why:

• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

Want to know more about how [product/service] can [solve a problem]? [Next action]! 

2. Fact-Based Hook

Example

Did you know? 68% of employees feel more productive when working remotely.

But remote work comes with its challenges:

• Communication barriers

• Work-life balance issues

• Tech hiccups

That’s where our Remote Work Optimization Course comes in. We’ll teach you:

• Effective virtual communication strategies
• Time management techniques for home offices
• Tech troubleshooting basics

Ready to boost your remote work productivity? Learn more about our course in the link in the bio! 

Template:

Did you know? [Interesting fact related to your business/product/customer painpoints]

This [fact source] highlights [broader implication]. But [related challenge] comes with its issues:

• [Issue 1]
• [Issue 2]
• [Issue 3]

That’s where our [product/service] comes in. We’ll help you:

• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

Ready to [achieve the desired outcome]? Learn more about [product/service] in the link in the bio! 

3. Story-Based Hook

Example:

Meet Sarah, a busy mom who struggled to find time for self-care. 

Every day was a whirlwind of drop-offs, pick-ups, and endless to-do lists. Sarah felt drained and guilty for not taking care of herself.

That’s when she discovered our 10-Minute Wellness app.

Now, Sarah squeezes in quick meditation sessions during her lunch break and does short yoga routines while the kids are doing homework.

The result? More energy, less stress, and a happier mom who can fully enjoy time with her family.

Want to find your own pockets of peace on a busy day? Try our app free for 7 days! Link in bio. 

Template:

Meet [Character Name], a [brief description] who struggled with [problem].

[2-3 sentences describing the character’s situation and challenges]

That’s when they discovered our [product/service]. 

[1-2 sentences on how the character used the product/service]

The result? [Positive outcomes]

Want to [achieve similar results]? Try our [product/service] [call to action]! Link in bio. 

Next Steps

Captions are a great way to keep your followers entertained, and when utilised well, the benefits to your brand visibility will blow your mind. Do you have questions about writing captions for your Instagram content or need help creating engaging captions? Fill out this form to book a free consultation call with me to discuss your business and needs.