5 Musts for Creating Engaging Social Media Captions

Sure, building a beautiful grid for your feed is important, but when paired with great Instagram captions to match, they can stop scrollers in their tracks – and the longer people spend reading your captions and engaging with your post, the better your posts rank.

They’ll encourage likes, comments, tags and visits to your website, and are a huge opportunity to boost brand loyalty and strengthen your relationship with your audience.

In today’s ‘ 5 Lion Experts’ Bytes’, Claudia Low, Head Of Content, Lion & Lion outlines ‘5 Musts for Creating Engaging Social Media Captions



1. Start With a Killer First Line

Always start with the focal point of your post. Cut to the chase and clearly establish what you’re talking about, right from the start. 

A good gauge for a killer first line is putting yourself in your audience’s shoes and asking yourself – What’s the point? Why should I care? And will I actually get anything out of this?

And always, always make sure you deliver the punchy, attention-grabbing part of your line before the caption is truncated so it’s visible in someone’s feed without them having to click more. 

So… what’s your post’s thumb-stopping potential? You can try sparking your followers’ curiosity with an intriguing statement, capture their attention with hard-hitting stats, aim to trigger an emotional response… or entice them with an exclusive offer.


2. Finish With a Strong CTA

Offering a strong (i.e. simple) call-to-action is like asking your audience for a second date. You can invite your audience to comment or like a post, or even inspire your followers to engage with your business website, sign up to a newsletter or shop online.

Not only will this strengthen the sense of community on your Instagram account, but it will also provide positive indicators for the Instagram algorithm – which will lead to more exposure for your post. 


3. Don’t Forget Your Brand’s Voice

Your social accounts are extensions of your brand and should mirror your brand’s personality. They should sound and feel like the rest of your marketing channels.

That said, to encourage engagement, you’re going to want to sound approachable or at the very least, relatable. Remember: People will always connect with people!

A quick tip is to read your captions out loud. If it doesn’t sound like how you’d naturally speak, then it might be worth going back to the drawing board.


4. Engage, Engage, Engage

Here are some, but DO get creative – find different ways to engage your audience:

  1. Give a CTA or Ask a Question, but be direct. Giving people an easy choice of answers will result in more comments and engagement.
  2. Keep It Short – if you can, between 80-160 characters. Social media is a busy, busy place, so try to keep your captions short, sweet and to the point.
  3. Offer (Some) Valuable Information. Give your audience just enough to entice them to take action. If your goal on Facebook is to get people to your website, accomplishing that goal requires giving readers a reason to click your link. When you give all of the information in your post, they won’t need to click your link.

5. Line Breaks & Emojis

If you’ve got a lot to say, adding line breaks to your captions will keep your points structured and easy to digest.

And… Who doesn’t love emojis? Everybody loves emojis! Using emojis as bullets can further help draw attention to your points or make your calls-to-action super visible

You can insert multiple emojis at the start of your caption to catch the eye of your followers with a bit of color, so they want to click to read more, replace words with an emoji, or end a lengthy post with an emoji to leave your audience on a lighter note.


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About this series: 5 Lion Experts’ Byte is a series where Lion & Lion experts share tips and insights on different aspects of the ever-evolving marketing landscape, from social media, creative, strategy to digital marketing.