If writing Instagram captions makes you want
to scream into a pillow, ooh, do I have a video for you! Today, I’m sharing my best secrets to teach
you how to write better Instagram captions so that you stop the scroll, hook your followers
and get better engagement on Instagram. Hi, my lovely people, it’s Natalia, and welcome
back to my channel where I help you create better content and grow on social media! Listen, I get it, creating impactful content
consistently is hard enough, but it seems like what creators struggle with a lot is writing
captions. Well, I’m here to help you captivate your
audience so that you’re no longer wasting time on copy that nobody wants to read anyway. I’ve got a lot of gold nuggets for you today,
so let’s jump in. 1. Learn about your audience. The foundation of a great caption is great
knowledge about your audience. Without understanding exactly who you’re
talking to in your captions, you’ll likely

be sending your messaging through to no one
in particular, and that’s ultimately a massive waste of your time. That’s why you need to know who your audience
is so that you can constantly relate to them authentically, address their needs and pain
points, and provide the solutions they’re looking for. Of course, all of it has to be done using
the tone and language that works for them. They need to vibe with what you have to say,
and therefore, it needs to be delivered the right way. Although we’re talking about captions only
here, it’s worth mentioning that it extends to the formats you’re serving to your tribe. As an example, if they generally prefer to
learn from carousels, and they’ve always engaged better with those types of posts (both
from you and other creators in the niche), then this format should be dominating within
your content plan. The language you’re using in those carousels,
even in graphic form, needs to speak to them.

precisely. For example, as a wedding photographer, your tone may be slightly more evocative and emotional, since you’ll be talking about creating lifelong memories, core relationships, and the super-fun wedding day parties. With a sports coach, chances are the tone may change to something a bit more motivational for those who aspire to greatness, but also scientific if you’re relaying vital health- and fitness-related facts. Setting the right tone for your brand messaging is so often overlooked, but it can have a massive impact on how your captions (and other components of your online presence) are perceived. I know I talk about understanding your audience a lot, but this is key to any strategy, both in marketing and business. If you’re still struggling with this bit, I’m sure this video right here is going to help you figure out who your ideal audience really is and hone in on those crucial details. 2. Make it about them. This takes us to the very important mistake that a lot of people make when writing their

captions, and that is making it about themselves. Sure, there’s a time and place for shameless
self-promotion and actively talking about your products or services. These kinds of posts and captions need to
be included in any strategy to actually sell more. BUT! Even promotional posts have to be written
from the perspective of the potential buyer! A quick example would be a company posting
a visually stunning photo of their product, filling the caption with all the cool features
that their product has, raving about the state-of-the-art technology and innovative approach… That’s all great, but how is the reader supposed
to know what it means to them? It’s amazing that the technology is so advanced,
but how does that translate to what they can do with the product, how does it improve their
life? This kind of mistake is super easy to spot
within promotional posts because it’s so common, but that doesn’t mean all the other
kinds of captions are innocent of this.

Say you had an event you were invited to as a speaker, and you rightfully so go and post about it on Instagram, thanking the organizers, saying how grateful you are for the chance to speak, and expressing how fun it was. Seemingly nothing wrong with this, right? Well, wrong. This is such a missed opportunity to bring your tribe closer to this event, make them feel like they were there, and also emphasize the power of determination. Inspire them with the steps that led to this moment, and showcase true leadership by empowering the audience to take action and encouraging them with a key insight that they can take action on. Sounds much much better, right? On the one hand, you’ve got a somewhat inspiring yet bland and generic post about some event. On the other, an inspiring, story-driven caption from a leader that’s worth listening to. There is a smart way to relay your own insights and experiences but talk to your audience the whole time.

3. Hooks and CTAs. But how do stories like this get told effectively? Apart from knowing your audience and putting them at the heart of your messaging, you need to captivate their attention and funnel this energy towards something actionable. For the former, the attention-grabbing, you need an engaging hook that entices them to read. For the latter, the goal, a strong call to action to guide them to take a small step. Let’s start with the hook! It’s the very first thing you’ll be saying and since the whole point of it is to get attention, it needs to be short, snappy, and spark curiosity. When it comes to hooks for Instagram captions, being to the point is crucial because you have to make sure it’s contained above the fold, meaning before the viewers have to click More. This is what I’m talking about here… When scrolling through the feed, the captions on Instagram are truncated and only the first

125 characters are shown initially. That’s why you have to squeeze as much as you can out of this limit and make your first sentence the most powerful one out of the bunch. After all, unless it captures their attention, your followers are not going to read the whole thing. There are many approaches to hooks, but I like to think about them in two ways: it’s either a strong value proposition explaining exactly what your audience is going to get in just a second, or a burst of emotions in the form of a revelation, declaration, pain point, or simply an exclamation that’s too hard to resist! For best results, combine them both! It’s an effective way to craft hooks that really spark curiosity. It can look something like this: - My secret to getting more views that nobody talks about… - 5 tips to 10x your growth this month… - If you’re sick of low engagement, then you need to know this hack!

Make your hooks results-driven. (DO THIS to achieve something, 10x your sales with this is the secret to getting X), highlight a negative outcome (i.e. avoid this, stop doing this, don’t make this mistake), or sprinkle in some controversy with a highly unpopular opinion. There are so many ways to write effective hooks, so don’t be afraid to experiment and test what works on your ideal audience. Oh, and throw in an emoji in there somewhere, it’s a little pop of color (and emotion) which really stands out on the white background and brings attention to your hook on a subconscious level! Let’s not forget about a call to action a.k.a. CTA! We’ve grabbed the attention and painted the picture with the rest of the caption (more on that in a moment), now it’s time to direct that attention towards something you want them to do. Every single post should have a goal and this is where you’re bringing it home with a

CTA. If your goal is to promote your lead magnet,
TELL YOUR AUDIENCE to download it through the link in your bio or DM you a word, and
you’ll send it to them directly. If you want to nurture your audience and drive
more engagement, ask a fascinating question that stops them in their tracks and makes
them want to reply. There will be as many examples here as there
are goals, and ultimately you’re the one who needs to decide what action you want your
audience to take this time. But remember this, if you don’t ask, you
shall not receive, and skipping a CTA is another example of a missed opportunity. 4. The anatomy of a good caption. We’ve got our hook, we’ve got our call
to action, let’s dissect this a little further! I’ll call this part the anatomy of a good
caption. After you’ve grabbed the attention with
the hook, you want to fuel that interest and start delivering on that value hard.

There are many models that you could follow as a sort of formula to help you write better captions and provide value. Probably the most well-known one is the AIDA framework, which stands for ATTENTION, INTEREST, DESIRE, and ACTION. ATTENTION is pretty self-explanatory. We’ve covered it with a hook. Then, we’re introducing a unique point or an intriguing insight to spike INTEREST, then speaking to the audience’s wants to build a DESIRE by showcasing what they’re going to get if only they follow along, to finish off with a call to ACTION, of course. It’s a super simple model but a very effective one, not just for caption writing but from a wider marketing perspective as well. Another formula that I’ve found quite interesting comes from Justin Welsh on Twitter, and he called it VFCA. V stands for the visceral opener, which is of course our hook, but the emphasis here is on evoking a powerful emotional reaction from the reader.

F is for fresh perspective, and it’s there
to pique their interest by providing an intriguing point of view that may go slightly against
the grain. C stands for challenge and is the part where
you rock the boat a little, rebel against the norm, or show what is it about this norm
that you reject. The last bit is our anaphora, and it’s a
classic rhetorical device which worked through generations. It’s that repeating pattern that tickles
our brains and creates a rhythm that makes the caption flow nicely. Even though Justin focuses on Twitter here,
I feel like this formula would work great on Instagram as well. I’ll link the original tweet in the description
below so you can check it out yourself. When it comes to my approach, it really varies
depending on the style of a post I’m creating, but I’ve found myself gravitating towards
highlighting the pain points. Since I’m always trying to solve problems
for my audience or speak to what drives them.

this is where I like to really relate to them,
in a meaningful way. To flesh out a big pain point and bring it
right in front of them, I may first address an unsettling feeling that people experience
when they struggle with something. Then, I’ll relate to it, showing them a
real, human way in which it affected me too, opening up authentically. And for the juicy bit, I then introduce a
solution, bringing value through education and with easy actionable steps that provide
my audience with a quick win. Top it off with a primary call to action to
fulfill the goal of the post and a secondary one to build an engaged community and open
up conversations, and we’ve got ourselves a pretty good caption. Don’t be afraid to experiment with different
formulas to see how they work for different goals and which of them resonate with your
audience the most. But wait, there’s more! Just like books don’t get published before
they’re edited, your captions need a bit

of work before they can be presented to the
world. It’s one of the mistakes I see all the time. No matter how good your caption is, if it’s
not formatted and visually broken down so that it’s easy to read, it’s not *going*
to be read. Instead of presenting it like an essay, make
things really digestible by breaking it down into very small paragraphs and guiding your
audience’s attention with colorful visuals in the form of emojis. Take a look at the difference that it makes. It’s really something. The first one is stifling, feels crowded,
it repels instead of encouraging, and it’s giving TL;DR. The second one guides the eye effortlessly
through all the key points, strategically putting emphasis on the most important parts
like the CTA with visuals. It glides gracefully with little to no effort
on the reader's part, and that’s what we want in the age of short attention spans. And a quick note about the length, we’ve
got a limit of 2200 characters, but that doesn’t

mean you always have to take that space in
full. Although I still think a well-written long
caption can nurture your audience in an amazing way, there are plenty of reasons to mix things
up in terms of length too, especially with the formats that we’ve got available on
Instagram. If you’re already covering a subject extensively
in a Reel or a carousel, you may not need to go in-depth in the caption too. In those cases, it can serve as a small addition
where you’re grabbing attention with the hook, making one bold statement to sum things
up, and finishing off with a strong call to action. It’s almost secondary in nature since Reels
and carousels should have hooks and CTAs too, so your caption is only there to reinforce
them. That being said, if there’s still much left
to say, by all means, knock yourself out, it’s the result that counts! 5. SEO & hashtags But how to make those results better in terms
of potentially increasing reach and searchability?

Well, with SEO and hashtags, of course. I don’t want to spend too much time on this
part because I have two separate videos where I go in-depth on these topics, but know this. It’s worth optimizing your captions by sprinkling
in some keywords and hashtags. Search engine optimization has been gaining
importance on Instagram since so many of the social media platforms like TikTok are already
being used as search engines by massive amounts of people. Including a keyword or two can help your post
fare better because it increases the chances of it being found through the search functionality. Moreover, as confirmed by Adam Mosseri, the
head of Instagram, you have to add hashtags to your caption and not post them in the comments. It’s helping the algorithms understand your
content better and deliver it to the right people, and if you’re adding hashtags in
a comment under your post, that bit is not scannable for Instagram in this way, so you
are missing out.

I highly recommend you watch these two videos next to laser focus on your strategy and discover all you can about your audience. You’ll then be able to write more effective captions that reach your tribe the right way, especially if you add in some of that SEO magic. Let me know in the comments what your key takeaway is from this video, give it a thumbs up to help the channel and myself deliver more content like this, and of course, consider subscribing too! Thank you so much for watching and I’ll see you… next time.

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Hi, I'm Natalia and every two weeks I share a video with super actionable tips on content creation. On this channel, you'll find resources on content and social media marketing to grow your business quickly and efficiently. 

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