Why You Need written Captions for Instagram and TikTok Posts
(and how to do it)
In a world dominated by visual-first content (such as video, graphics and Instagram carousel posts), you may be tempted to skip the written caption in your social media posts. After all, if you’re delivering all the value in the content itself, people aren’t surely aren’t reading the caption, right? 🤷🏻♀️
Do Instagram Reels and TikToks need captions?
I've seen a number of creators say it's a waste of time to write captions, claiming people only view the Reel. TikTok, carousel etc. As a content marketing coach who helps service providers create content that attracts clients, I'm here to tell you that captions are still worthwhile. Yes, even for video posts!
Here's my hot take on the humble caption and why I think writing captions is still a good time investment.
While video content is booming and yes, you can deliver the entire message within the video itself, written captions still serve several purposes - including:
Accessibility: Captions make your content accessible to a wider audience, including those who are deaf or hard of hearing;
Engagement: Many people scroll through social media with the sound off. Captions ensure your message gets across even without audio;
SEO (this one is the main reason I still write them): Captions provide additional text that search engines can crawl, potentially improving your content's discoverability;
Clarity + context: Captions offer additional detail and context to your video or post, enhancing understanding for all viewers;
Engagement on different platforms: Different platforms have different default settings for audio playback. Captions ensure your content is engaging regardless of the platform.
Not to mention the fact that you can repurpose your written caption into an Instagram carousel post or graphic or you can expand on it to create a blog post or email to your list.
Have I convinced you?
If so, here is the caption writing formula I use and recommend to my content coaching clients.
How to write effective captions for Instagram Reels and TikTok
Use this 3-step formula for captions that captivate and convert:
Hook + Headline: Grab attention and entice readers to learn more. A strong hook sparks curiosity while the headline sets clear expectations.
Body: Deliver the promised value. Share tips, tools, stories, or information in bite-sized, easy-to-read chunks.
Call to action: Tell your audience what to do next. Invite them to comment, share, visit your website, or take another desired action.
Pro tip: You can use this formula for your video content too!
Let’s look at each step in more detail:
Hook + Headline
Your HOOK should be attention-grabbing. The aim of the hook is to get users to stop the scroll and pay attention to your post. Questions, controversial statements, or surprising facts work well. Here are some examples of attention-grabbing hooks.
“I can’t believe I’m saying this but…”
"Ok folks, I need to show you something."
"Your ability to achieve [specific outcome] is determined by..."
"I bet you're not doing this one thing when it comes to..."
“Why is nobody talking about…?” (or “why everybody is talking about…”)
“If you want [specific outcome] in [time frame] you need to start doing [specific action] now!”
“Am I the only person who didn’t know about…?”
“Don’t waste your time/money/energy on… Do this instead…”
“The biggest mistake I see people make when it comes to [your niche] is [common issue]”
Think of your hook as the juicy opening statement you make when you’re about to tell your bestie incredible news, make an announcement, or share some spicy gossip!
While the hook grabs attention, the HEADLINE explains the coming value and why people should stick around and watch/listen/read. For example: "This website has the best royalty-free images you can use (for free!) for your business".
The headline can be used alone or paired with a hook for maximum impact - e.g.: "OMG! I need to show you something; this website has the best royalty-free images you can use (for free!) for your business".
Pro Tip: Elevate your hook/headline by including the person your content is for. Include keywords and phrases relevant to your niche and target audience. For example: instead of saying instead of "5 business books I love" try "5 must-read books for entrepreneurs in their first year of business".
The Body
Keep the body of your caption simple and focused, with one key message and call to action per post.
I always try to front-load captions with the most critical information first (in case your dearest reader gets distracted) and expand on the value in your video - for example: if your video shares "3 tips for ____" you can add a 4th in the caption or provide more detail about the first 3.
Use short sentences, paragraph breaks, emojis, and headings for easy reading and experiment with caption length to see what your audience likes.
Call to Action
Finally we have our call to action (CTA). This is an instruction or invitation outlining the next step you want people to take after consuming your content. Call to actions (CTAs) can be anywhere in your caption, not just at the end.
CTAs don't have to just be "link in bio". There are so many options you can use to make sales, get engagement, boost your post's performance.
Try these Call To Action ideas:
"Which [option] do you prefer? Let us know"
"Ask me a question about [post topic]"
"Share this with someone who needs [specific outcome]"
"Send me a message for the link to [offer/freebie]"
"Save this to come back to later"
"Comment [keyword] if you want [offer/freebie/a personalised response]"
Pro tip: Before posting, ensure the next step is ready so people can easily take the action you're asking them to take. For example: If you're promoting a free eBook, ensure the link is readily available in your bio. If you use a link-in-bio landing page such as Linktr.ee, bring the relevant link to the top of the page to make it easy to find and to avoid distraction.
Here’s an example of a call to action (in action) ⬇️
Are you ready to stop overthinking your content and start taking action?
You don’t need more ideas, to go viral, or to post more to get clients with your content. Instead you need a strategic content plan that is sustainable for you and your business plus the support and accountability to take action. Click here to discover how content coaching can help you
As you can see, written captions play an important role in making your content accessible, engaging, and effective and, if my bet on SEO pays off, they can also ensure that your content continues to be discovered via search for days, weeks, months (or even years!) to come.
Overall, captions are a small investment of time to get these significant returns.