If you are an aspiring or newbie Social Media Manager, and you are finding it challenging to write a good caption or copy, then I think you should really read this article because I’m going to share with you the components of a caption or copy. But before I’m going to dive in ,I would like to introduce to you what caption is. For Facebook, this part is the caption section. For Instagram is this one. For LinkedIn, it is this part.
The text you type when you post online ,that is the caption. But you know what? Some other clients call it copy ,call it description, call it title, call it text. Just ask your client. You will just have to communicate clearly with your client about what they mean or what you mean. That’s it.
The Components of a good caption or copy
So, I’m going to share with you now the components of a good caption or copy. There is a right sequence that you should follow for you to deliver and express well the message that you want to communicate with your audience or followers. They said that content is the king. But for me, you know what? The value of the content is the king. If your content is sharing something good for others ,if your content is entertaining other people, if your content is relatable, inspiring or motivating people ,then that is the king. And the thing here is that how are you going to layout those in your caption in a way that is more inspiring and more impactful to your followers and audience.
The first thing is the introduction of your caption. On Instagram, you will see the first two lines of your caption here. Those two lines should be very catchy. Maybe you can ask a question that will trigger them to click “More”. Maybe you can also put the title of the content or what they will learn if they will click “More”. Anything that will trigger the person to click “More”. That is our goal, for them to click “More” and read your whole caption. I would also suggest that you use emojis and other fonts. On Facebook and Instagram, you can now use a font that is different from the font in the body of your caption. It will also attract people. But make sure that the font you use is easy to read. Because that is our main goal ,to attract them on our first two lines.
For the second thing, it is the body. In this part, we are going to do storytelling or share some information to our audience or followers. In storytelling ,you have to use many spaces. Avoid having three sentences in one paragraph. Three sentences are really too much. A good caption has line breaks after every two sentences. Because even I, myself, am not attracted to caption or copy that has too long paragraphs. So, that’s also one that I really learned, the importance of spaces. In blog articles, they call it white spaces.
The more white spaces it has, the more attractive it will be for the readers compared to long paragraphs. Again, if you are telling a story, please use a lot of paragraph breaks. If you are sharing informative or step-by-step process, use bullet points or numbered lists. If it is a step-by-step process ,you can use the numbered lists. And also, I would highly encourage you to use emojis. But take note, please be careful in using emojis because it is also part of the branding. I do have clients who are professional doctors. And when I write captions for them ,I don’t use too many emojis. For them, it is unprofessional. I tried. I tried to put a lot of emojis for the caption to be catchy. And when I asked for approval, they said that we should lessen the use of emojis because it looks unprofessional.
So, that is when I just realized that it also depends on the branding of the client. If their posts are too professional or their personality is not that loose, let us lessen the use of emojis. If you know what I mean. Well, your client will really say what they want and their suggestions as well when it comes to creating the caption. So, just listen on what part they want and don’t want to change. In the body, make sure that you really express your message well to your audience. And make sure to give value. Because the reason why we are posting is that we want to share something to other people. It should not always just be about us. We should also give value to other people like realizations, good points, and such. The more other people can see that you are a human, the more they will interact ,the more they will engage, the more they can relate.
That is what I see on the social media accounts that I have handled, so far. People engage more in that compared to just having a template that contains the same in each caption. It is not that effective. But once you are really typing it like you are talking to someone, a very personal or very intimate level caption, they will engage more. We are talking to humans. So, more likely, what triggers us to read and engage is also the same thing that could trigger them. So, the more authentic you are in your content and posts, the more they will also engage to that, the more you can build trust to your audience and followers. The body is a very important part as well because that is where they will feel that you are connected with them.
The third thing that you should really implement is the outro part. In this part, it is like you are answering a Ms. Universe question. You have to end it strong. Maybe a one or two-liner sentence would do good. Just a very strong end ,just like a closing remark. The last part of your caption is what usually retain in your reader’s mind. So, end it strong. If you are telling a story, maybe you can end it with a quote, a lesson learned, or your realizations If you are sharing something informative, you just have to include the conclusion. You have to close the topic. That is the point of an outro. You have to close what is inside your content body.
And the fourth thing is the source. Especially if you are copying someone’s ideas or thoughts, the very best thing to do is reach out to them and ask their permission if you can share on your account the ideas, thoughts, and knowledge that they have shared. Or maybe you can just mention or tag them so that they will know that you used their content. But the best thing to do is to really reach out to them. You know what? If you are going to do that ,like asking permission, mentioning them that your content is from them, tagging them ,it will not make you less of a content creator. Those content creators will really appreciate you reaching out to them, asking permission if you could share their knowledge or ideas.
Maybe you are also giving a comment on their content or their works, it’s a nice thing. You should always give credits to the owner of the content or to whomever you get the thought or the idea. So, that’s the fourth thing that you should do. But if you are just telling your experience, sharing your own knowledge, no need to do this. No need to put a source because it’s originally from you, right? But if you are getting content from other people, if you are getting ideas from other people ,if you are getting knowledge or input from other people, please put the source. Give them credits for that. Again, it will not make you less of a content creator as long as you always give credit and ask permission if it is okay to share this and that.
The last thing is the CTA or call-to-action. Many coaches say that we don’t have to put CTA on all of our posts. But for me, this is just as for me, it is good to really put a call-to-action, even just a one-liner. This is the part where your audience will know what they should be doing next after reading the post. And you know what? People would love to feel that they are part of you, that they are part of the post, that they are part of the brand, that they are part of the movement. There is an engagement happening ,like you have to do something after this. They will feel that they are really part of you, they are really part of your journey if you will also ask them to engage with your posts. So, that’s my main point. And that is also a good indication that you got their trust, when they engaged. If they will comment, share your content, save it, and like it. That is a good measurement like “These people are really engaging to me, therefore, they are my solid and true followers.” Again, our goal in our social media posts is to attract true and genuine followers.
That is our goal here, not the bots and the dummy accounts that are just created for the vanity metrics that some clients want to have, right? So, always know that we are interacting with people as well. The more that they will feel part of us, the more they will feel part of our journey, the more they can trust us. And that’s the goal. Trust is the goal. Getting the trust is the goal. Just always remember that a simple call-to-action has a long way to go. Examples of call-to-actions are: “If you want to learn more about the products and services that we have, just click the link in our bio.” Or maybe, “If you want to check out the full video ,hit the link in our bio.” Or “If you can relate to this, share this post.” “If you have any suggestions and feedback, comment below.” If the answer to the question is “yes”, then do “this”.
Those kinds of call-to-action are really effective. I tell you. I tell you. I guess that’s that. Those are the five components that I have shared with you. The intro, the body, the outro, the source, this is optional. If you get ideas or content from other people, always put a source, and also the CTA. Yeah, I think that’s that. It’s not really necessary to always have a long copy or caption. Five sentences would be okay if that’s the only thing you want to say or express, and given that you are already hitting all the points that I have said to you, then that’s good. Let’s not try so hard to publish long caption every time we post because some of the good posts have short captions.