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Tips for Writing Social Media Captions

social media caption writing

Whether your business is large or small, your marketing is outsourced or internal, or your preference is Instagram or TikTok, it is valuable to know how to write a good caption. Although there is no one perfect formula, and it often depends on the platform you are posting on, we’ve compiled some tips in general and for specific apps. Hopefully these give you a toolbox of ideas to come back to next time you need to get typing!

Instagram and Facebook

Instagram and Facebook have similar caption styles and generally similar content for marketers. These captions should be front-loaded with an attention-grabbing first line and minimal details following, including a call to action.


Captions on TikTok need to be kept short and witty. The main focus is on the video content, and the caption is just there to complement it. Captions that evoke emotions or pose questions to viewers can also increase engagement.


Given the limited character count, tweets should also stay reasonably short. Twitter recommends that marketers emphasize urgency in their call-to-actions and pose questions to engage their audience.


LinkedIn captions are where professionalism should be emphasized. While other platforms may reward humour and trends, LinkedIn tends to lean toward a more mature and businesslike tone. Meaningful content is extremely important on this platform, and stories or expertise are an excellent way to capture your audience’s attention and prove your credibility.

General Tips:

  • Create captions with intention/a goal

  • Include a call-to-action

  • Include popular and meaningful hashtags

  • Encourage conversations/engage with your audience

  • Stick to your brand values and voice

  • Understand your audience

  • Include humour, emotion, or emojis to spice up boring captions

  • Keep it simple but unique; too much information can be confusing

  • Break up walls of text

  • Take note of what content, captions, and hashtags perform well

  • Make sure your caption adds to the content rather than just reiterating it

  • Keep it light-hearted and fun; you got this!

We hope these tips and tricks help the next time you’re stuck for a caption. Of course, unLOCKEd is always here to help! Our marketing experts work on your behalf, while you’re busy running your business.

Author: Sarah Murphy


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