4 Easy Steps to Writing the Perfect Social Media Caption
Let’s be honest: writing captions are the bane of many a content creator’s existence. You don’t want to bore audiences with a long caption, but you do want to adequately tell the story behind whatever you’re posting. If you identify with this dilemma, try SCF.
SCF, or Strong Caption Format, is an easy way to ensure you are engaging with your audience while still being purposeful with your words. Many of the best and brightest influencers online, such as Jamie Dana, use it to polish up their copywriting. Here’s how it works:
STEP 1: HOOK THE READER
The first sentence (or sentences) in any caption should intrigue the reader and introduce the topic. Say something you know will catch attention, but don’t give up everything yet. Only the first 80 characters show up on Instagram before audiences have to click to read more. Use those characters wisely.
EX: When I was recently posting about a new podcast episode, I used a controversial quote from the interview as the first line of the caption. This brought viewers in because they had to fully read the caption to understand the context of what was being said, and it encouraged them to listen to the full episode to hear more of what my guest had to say.
STEP 2: EXPLAIN THE CONTENT
Starting on a separate line (careful about overwhelming viewers with too many words at once), take two or three sentences to explain the post. If the image or video you’ve chosen needs explaining, too, do this now.
EX: In the same podcast post, this is where I introduced my guest, talked a little bit about their expertise, and explained what we’d be covering on the show.
STEP 3: CALL TO ACTION
A call to action (CTA) can really hike up engagement, but it has to be done properly. A simple “Link in Bio!” doesn’t really invite readers to take further action. Tell readers to mark their calendars for the upcoming event, call and schedule an appointment, or, even better, ask a question. Spark a conversation that can flow into the comments section.
EX: To wrap up my podcast post, I asked people to tag the film buff in their life. As the entire show was about opinions related to movies, I wanted other people to tell me whether or not they agreed with our views—all in good fun.
STEP 4: ONE LAST CALL FOR ENGAGEMENT
This is an often-missed step in caption writing, but it’s important. Think of this as a P.S. for the audience. Questions are most appropriate here (if you didn’t already use one for you CTA)—especially related to the photo or video accompanying the caption. If you didn’t grab your readers with your CTA, hopefully this will seal the deal.
EX: In my film-related podcast post, I could have asked people to share their own controversial media opinions, or maybe what their favorite movie is right now. I also could have pointed to something in the photo I shared, asking audience members their opinion or highlighting something significant.
BONUS: HASHTAGS AND TAGS
If all else fails, hashtags can increase your engagement because they allow you to reach everyone interested in a particular topic. Pick all the categories to which your content relates, and hashtag it. I’ve found five highly-relevant, specific hashtags are usually the sweet spot (as does Content Creator Katie Steckly), but here is a great guide from Buffer on tailoring your hashtags to the content and the platform.
Also, if you’re collaborating with someone else, doing a project for a specific organization, interviewing a high-profile person, etc., tag them in the photo and mention them in the comments (with their permission, of course). This brings their audience into the conversation, too, broadening your potential viewership.
EX: I used #thesocialbutterfly #theonlinepersona #getinvolved #podcast #filmtheory #moviebuff #messiahuniversity in the post announcing the third episode of The Social Butterfly. The person I interviewed for said episode also happened to have a well-developed social media presence of their own. Through tagging them, I actually received about four comments from people I know wouldn’t have seen my page normally, and it was one of my better-performing posts in a while. Don’t be afraid to lean on your connections.
Try this formula and see how it goes. Happy caption writing!
- Kaylee Enck ‘23