Writing captions that create engagement
Helping make your social media a success
If you’ve ever stared at the blinking cursor, wondering what on earth to write under your carefully chosen photo or perfectly cropped reel, you’re not alone.
Writing captions that create engagement can feel like a mystical art, but it’s really just a blend of strategy, personality, and a good dose of common sense.
The good news? You don’t need to be a wordsmith or a marketing guru to write captions that work. You just need to know a few tricks.
Start strong: Why the first few words matter
Think of your caption as a conversation starter at a party. If you mumble, “Hi, I’m here,” chances are no one’s rushing over to chat. But if you walk in with something intriguing or relatable, people will want to know more – conversation started!!
Your opening line needs to grab attention and make people want to read more. Ask a question, drop an interesting fact, or share something unexpected. For example:
- “Ever feel like social media is a full-time job? Let’s fix that.”
- “What’s the best advice I ever received about building genuine connections? This.”
- “Can a 5-second habit change your business? Yes, and here’s how.”
Notice how these examples talk directly to the reader. The key is to make your ideal clients curious, feel seen, or think “that's me!”.
Be relatable, not robotic
Nobody likes being talked at.
And that means social media is a two-way street. It’s about having a conversation, not delivering a lecture. Your ideal clients want to feel like you’re talking to them, not broadcasting to the masses.
Here’s a trick: write like you’re talking to one person.
Imagine your ideal client sitting across from you with a coffee. Would you say, “Our revolutionary product offers unmatched solutions”? No, you’d say, “This is something I think you’ll find really useful.”
Captions that feel human are the ones that create engagement. They show your personality, your quirks, and the real you.
Ask for engagement (but don't overdo it)
You’ve probably seen those posts that say, “Double-tap if you agree!” While there’s nothing wrong with this approach, it’s not exactly groundbreaking.
If you want genuine engagement, you need to be a little more creative.
Ask questions that make people think or share something about themselves. For example:
- “What’s the best advice you’ve ever been given?”
- “If you could only use one app on your phone, which would it be?”
- “What’s one thing you wish your customers understood about your business?”
Notice how these aren’t just “yes” or “no” questions. They invite thoughtful responses and open up real conversations.
There is a catch though. Don’t ask for engagement in every single post. If you’re always asking, it can start to feel a bit forced.
Tell a story (even a short one)
People love stories. They make your captions more memorable and help your ideal clients connect with you on a deeper level.
You don’t need to write an essay. Even a few lines can pack a punch. For example:
- “When I first started this business, I made every mistake in the book. Like that time I spent $500 on an ad that got zero clicks. Here’s what I learned.”
- “I had the funniest conversation with a client today. They told me [insert relatable anecdote].”
Stories make your brand feel human. They remind your ideal clients that there’s a person behind the posts, and that’s what builds trust.
Use language your ideal clients understand
Jargon has no place in your captions. It’s tempting to use big words or industry lingo to sound professional, but all it really does is create a barrier between you and your ideal clients.
Instead, write in the language your ideal clients use. If they say “fix” instead of “repair,” use “fix.” If they’re more likely to say “team” than “colleagues,” go with “team.” The more your captions sound like something your ideal clients would say, the more likely they are to engage.
Keep it short and skimmable
No one has time to read a novel on Instagram, especially when they’re scrolling through their feed during a lunch break. That doesn’t mean your captions have to be ultra-short, but they do need to be easy to skim.
Use short sentences and break up longer captions with line breaks or emojis to make them visually digestible. For example:
- Start with a hook.
- Add 1-2 sentences of value.
- End with a question or call-to-action.
Even if you’re sharing something detailed, make it feel light and accessible.
That said, this may change as social platforms start to integrate SEO capabilities powered by AI. Platforms could begin favouring longer, more detailed captions that include specific keywords to improve content discoverability.
While short captions are working now, keeping an eye on these changes will ensure your strategy evolves with the platforms.
Add value every time
If you’re asking your ideal clients to stop and engage with your post, you need to make it worth their while.
This doesn’t mean every caption has to be groundbreaking or life-changing, but it should offer something, whether that’s a tip, a laugh, or a moment of connection.
For example, instead of saying, “We’ve just added a new product to our range,” try: “You’ll save 10 hours a week with our newest product. Here’s how it works.”
The difference? The second example speaks to your ideal clients’ needs and gives them a reason to care.
Don’t forget to proofread
This one might sound obvious, but typos can undermine even the best-written captions.
Before you hit “post,” take a minute to read through your text.
Better yet, read it out loud. If it sounds awkward or clunky, tweak it until it feels right.
Captions that engage build relationships
Writing captions that create engagement isn’t about using tricks or gimmicks. It’s about connecting with your ideal clients in an authentic, meaningful way.
When you take the time to craft captions that reflect your personality, invite interaction, and offer value, you’re not just creating social media posts, you’re building relationships that support your business.
Remember, it’s not about writing the perfect caption every time. It’s about being consistent, staying true to your voice, and putting your ideal clients at the heart of everything you share.
Now, go ahead and try some of these ideas. And if you’re stuck for inspiration? Start with a question. Those always work. Or let's talk about how starfish marketing can help you.
