Compelling Instagram captions will lead to more engagement. And engagement is one of the key three things the Instagram algorithm considers when ordering content in users’ feeds.

Get more likes and comments, and your followers will see your photos and videos more often.

Read on for a list of winning Instagram caption ideas and get tips on how to write your own.

Table of contents

What makes a good Instagram caption?

11 tips for crafting the perfect Instagram caption

Instagram caption ideas from the brands that do them best

Instagram caption tools

Bonus: Download a free checklist that reveals the exact steps an adventure photographer used to grow from 0 to 110,000 followers on Instagram with no budget and no expensive gear.

What makes a great Instagram caption?

A great Instagram caption will add context, show off your brand’s personality, entertain the audience, and/or compel people to take action. Captions can be up to 2,200 characters in length, include emoji, and up to 30 hashtags.

Of course that doesn’t mean your captions should be hashtag-ridden essays stuffed with cryptic emoji messages. As with any piece of good web writing, your Instagram caption should be attention-grabbing and easy to read and follow. It should also speak to the content and the audience.

Here’s how to write your own captions to boost engagement.

11 tips for crafting the perfect Instagram caption

1. Know your audience

Who of Instagram’s 1 billion million users fit your business’ target customer profile? Instagram demographics show us that the platform is used by people in all income brackets, and is slightly more popular among women than it is with men.

But those are the broad strokes. The better you know your audience, the easier it is to tailor your Instagram marketing strategy to their needs and expectations.

To that end, we recommend building audience personas. These archetypes outline basic details about your target customers, their goals, and their pain points.

Our guide to creating audience personas outlines the questions you need to ask yourself to determine who your customers are. How old are they? Where do they live? What sorts of jobs do they have? What do they do outside of work?

Once you know who you’re speaking to, you can answer questions that will inform what you put in your captions:

  • Will my audience understand this reference?
  • Are emojis and netspeak appropriate to use here? ¯_(ツ)_/¯
  • Do I need to add more context to this post?

Answer those questions, and actioning on the next step will be much easier.

2. Identify your brand voice

If you haven’t identified your brand voice as part of a broader social media marketing strategy, ask yourself: ‘What are the qualities and values I want my brand to embody?’ Make a list and use it to shape your voice.

You might also try jotting down a few adjectives that describe your business and use those to find the right tone. “Bold,” “curious,” and “authoritative” might make sense for a travel brand, for example.

In general, Instagram users don’t expect a formal or serious tone. Of course it depends on the industry and audience, but you should strive to keep things light, use humor where appropriate, and show personality.

The people behind Lego’s instagram account do a great job of this, combining humor and whimsy to tell the brand’s story.

Can you imagine it’s been 50 years since the first LEGOLAND park opened! ???? Where was it again? ???????? #LEGOMinifigures #LEGOLAND #celebration

A post shared by LEGO (@lego) on Jun 7, 2018 at 2:16am PDT

3. Consider length

Remember that most people scroll through their Instagram feeds at a brisk pace. If there’s any doubt as to how long your caption should be, keep it brief. Give context where you need to, but if the post speaks for itself, let it.

Note: for posts in feeds, only the first three lines of a caption will be displayed. For captions longer than three lines, people will have to tap “More” to read the whole thing

If you want your entire caption to display, Instagram recommends using 125 characters or fewer.

Camping with Model X

A post shared by Tesla (@teslamotors) on Jun 14, 2018 at 9:21am PDT

That said, if there’s an interesting story to tell behind the photo, take the the time (and the generous character limit) to tell it.

National Geographic’s Instagram account is one of the best at longer-form captions. As impressive as the brand’s visuals are, the accompanying text always adds value.

Photo by @BrianSkerry. A rare encounter with a mother and calf Northern Right Whale Dolphin in the waters of Cortes Banks, located 100-miles off of San Diego, California. These elusive dolphins have a stunning black-and-white coloration and also lack a dorsal fin. The rich marine ecosystem here is home to a wide variety of wildlife, including many species of fish and invertebrates living near the sea floor and pelagic animals – like these Dolphins – in the waters above. The unique habitat of kelp forest and surf grass at Cortes Banks, along with the influence of ocean currents, creates an oasis for animals that thrive in these special waters. Coverage from an upcoming story in @NatGeo about special marine ecosystems in US waters. @thephotosociety #cortes #banks #northern #right #whale #dolphin #nature #photography #underwater #california #on #assignment #san #diego #national #geographic

A post shared by National Geographic (@natgeo) on Aug 26, 2016 at 3:34pm PDT

For further reading on this point, check out our guide to the ideal social media post length for every network.

4. Place the most important words at the beginning of the caption

Again, captions are cut off in users’ feeds after a few lines of text, so you need to convey your key point or call to action right away. Put any @mentions and hashtags (more on those later) at the end.

Also, leading with the most important words is just good writing. Hook the reader in and give them a reason to tap “More.”

Instagram caption is cut off

5. Edit and rewrite

Take your time and don’t be afraid to go through several drafts, especially if your captions are more than a few lines long. Great writing—whether you’re aiming humor or education—takes multiple drafts and edits

Make sure every word supports the content and message you’re trying to convey. Cut out words that are clearly unnecessary to keep it as concise as possible.

You should also have someone else edit your work. A fresh pair of eyes will pick up mistakes you may have gone blind to after spending so much time staring at the text.

With a social media management tool like Hootsuite, you can set up your teams and workflows for post review and approval before any content is published.

More editing tips for social media marketers here.

6. Use hashtags, but use them wisely

Use hashtags that are relevant to your post and target audience. And don’t use so many that they crowd your copy and make it difficult to read.

If you don’t want to clutter your captions, there are two ways to “hide” your hashtags:

  1. Separate your hashtags from the rest of your caption by burying them beneath periods and line breaks. Once you’ve finished composing your caption, tap the 123 key. Select Return and then enter a period, dash, or asterisk. Repeat those steps at least five times. Because Instagram caps off captions after three lines, the hashtags won’t be viewable to users unless they tap the “More” option.
  2. Don’t put hashtags in your captions at all. Instead, write them in the comment section right after you publish the post. Once other people leave a few comments, the hashtags won’t be viewable unless the option to See all is selected.

hiding Instagram hashtags

7. Pose a question

One of the easiest ways to get more comments on your photo is by using the caption to pose a question to your followers.

It could be a skill-testing question, an open-ended question, or multiple choice.

Looking for the perfect summer outfit? We’ve put together a list of the best online Korean retailers to shop from this summer! And because we know you’d rather spend your money a cool vacay with friends or on margaritas at the beach, there are some GREAT affordable options. Tap the link in bio to get shopping. Then tell us which outfit is your fave: 1, 2, 3, 4, 5, or 6? ???? ????: @mixxmix_usa @66girls @chuu_official @stylenanda_korea @aland_store @8seconds_official . #theklog #fashion #fashionblogger #kfashion #outfitstyle #outfitinspo #outfittoday #outfitstyle #fashionistas #koreanoutfits #koreanoutfit

A post shared by The Klog (@theklog) on Jun 23, 2018 at 8:02am PDT

You could also use the caption to get tips or recommendations from the audience.

8. Give a shout-out with an @mention

Does your post feature another Instagram user? Include their username in the caption so your followers can check out their profile too.

By mentioning another user in the caption, you’ll likely compel that user—and possibly some of their followers—to comment on, like, or share your content.

This Montreal loft’s architecture coupled with simple, tasteful style mix to make a warm, modern, and industrial home. See the full tour via the link in our bio. (Image: @happymagicwindow | Home: @maggwil)

A post shared by Apartment Therapy (@apartmenttherapy) on Jun 22, 2018 at 9:29am PDT

9. Encourage engagement with a call to action

Want to drive engagement? Ask for it by inviting people to leave a comment, tag their friends, or weigh in with an opinion.

Intel’s #CES2016 #Ninebot robot butler wants a new name! Post your suggestions in the comments and we’ll reveal the best name tomorrow.

A post shared by Intel Corporation (@intel) on Jan 8, 2016 at 11:32am PST

Of course, the content of your post will have to be compelling for them to want to do that. So be sure to put your best foot forward before you put your hand out. It will reflect poorly on your brand if you try to solicit engagement but receive only silence in return.

Alternatively, you could make your call to action too good to refuse. Run a comment-to-win contest with a cool prize.

10. Don’t be afraid to use emoji

Are emoji appropriate to use within an Instagram caption❓

The animated icons can help draw the reader’s eye in and are a great way to add a bit of personality.

The great marketing showdown: ????️????????️

A post shared by MailChimp (@mailchimp) on Feb 8, 2018 at 3:21pm PST

Emoji can also stand in for entire words, keeping your copy short and fun.

#LoveIsLove is ❤️ is ❤️. #Pride ????️‍????

A post shared by Starbucks Coffee ☕ (@starbucks) on Jun 18, 2018 at 8:18am PDT

11. Try using quotes

Not the cliché inspirational variety, but ones that are specific to the post. Maybe it’s a quote from the person who captured the photo, as GoPro often does with their user-generated content.

#GoPro Featured Photographer: @rorykramer “I am often asked how I got to where I am so quickly in my career.  A few DJs saw my personal youtube videos and asked me to tour with them.  I quit my job on my 30th Birthday and pushed myself every second and every opportunity I got.  I went places on stage I wasn’t supposed to be, I shot in a perspective that was different yet true to myself, and I always put my content out the very next day.  Many of my videos I wasn’t asked or hired to shoot, I knew I had to get the content in front of the right eyes so I would just shoot it and see what happened.  That resulted in a music video for @avicii , lyric videos for @thechainsmokers , + 2 music videos for Justin Bieber. #Runit” #GoPro #GoProMusic #dvbbs # Settings:  Burst Mode set to 30/3, handheld.

A post shared by GoPro (@gopro) on Aug 26, 2016 at 6:43pm PDT

Or it could be a quote from the person featured in the post, as Nike has done with this video starring soccer star Neymar da Silva Santos.

“If my football brought me to where I am, then I don’t need to change” -@neymarjr #JustDoIt

A post shared by nike (@nike) on Jun 22, 2018 at 12:05am PDT

Instagram caption ideas from the brands that do them best

Now that you know how to write great captions, let’s look at some of the most effective caption types and how successful brands use them to engage the audience.

The follow-the-link CTA caption

Airbnb uses captions to compel followers to click the always-rotating link in their bio for more information, and/or check out their latest Instagram Story.

What started as “A Good Night” became so much more. @JohnLegend turned an intimate poolside concert at a historic Bevery Hills villa into an unforgettable party with a purpose. All fees went to his @letsfreeamerica campaign for justice reform. ⠀⠀⠀⠀⠀⠀⠀ Watch our Instagram Story to see how the night went and click the link in our bio for more #AirbnbConcerts that feature extraordinary artists in unique spaces.

A post shared by Airbnb (@airbnb) on Jun 23, 2018 at 9:26am PDT

The behind-the-scenes caption

Instagram is a great platform for behind-the-scenes content. Lush Cosmetics often explains how their products are made in their captions.

Bonus: Download a free checklist that reveals the exact steps an adventure photographer used to grow from 0 to 110,000 followers on Instagram with no budget and no expensive gear.

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We use real, fresh bananas in our Jungle Solid Conditioner to deep condition and smooth curly, dry, or frizzy hair. #welcometothejungle

A post shared by Lush Cosmetics North America (@lushcosmetics) on Jul 26, 2016 at 4:03pm PDT

The informative caption

General Electric’s Instagram captions are full of compelling facts about science, nature, and company initiatives.

61 GE turbines dot this mountainous landscape in British Columbia, Canada. Part of the Meikle Wind project, these turbines help generate 180 megawatts of renewable electricity, enough to power more than 50,000 homes. But these turbines are not all the same—two different models match local wind conditions to capture energy more efficiently. #Meikle #Canada #renewables #wind #turbines #energysmart

A post shared by GE (@generalelectric) on Mar 26, 2018 at 9:02am PDT

The instructional caption

Tasty, BuzzFeed’s food channel, pairs step-by-step cooking videos with the recipe itself. Simple + useful = a great caption.

Roasted Garlic Parmesan Potatoes Servings: 4 – 6 INGREDIENTS 3 russet potatoes, sliced 4 tablespoons olive oil Salt, to taste Pepper, to taste 2 teaspoons garlic powder 2 teaspoons Italian seasoning 1 teaspoon paprika ½ cup parmesan cheese, shredded Parsley, chopped PREPARATION 1. Preheat the oven to 400˚F / 200˚C. 2. Place the potatoes in a large bowl. Drizzle olive oil and toss to coat. 3. In a small bowl, mix salt, garlic powder, Italian seasoning, and paprika. Sprinkle seasoning on potatoes and toss to coat. 4. Spread the potatoes on a baking sheet. Bake for 30 minutes, remove from the oven, sprinkle with parmesan and pepper, then bake for an additional 20 minutes. 5. Sprinkle potatoes with fresh parsley and serve while hot. 6. Enjoy!

A post shared by Tasty (@buzzfeedtasty) on Sep 6, 2016 at 5:10pm PDT

The contest or giveaway caption

There are few things on Instagram more appealing than the promise of free stuff. If you’re running an Instagram contest, promote it in the caption by explaining to the audience how to enter and what they can win.

Introducing a new take on Secret Santa ????????. Twelve Instagrammers plus all of you. Here’s how it works. 1. We’ll reveal each Instagrammer’s Secret Santa on our feed 2. You tag a friend that you want to surprise in the comments (tell us a little about them) 3. We’ll pick one person in each post to receive a gift ————————— To start things off our dear friend @kimathomas got @katewinsy our Cotton Tank and a pair of Leather Street Shoes. Congratulations to @white_lux, your Secret Santa is @carrielondon.

A post shared by Everlane (@everlane) on Dec 15, 2015 at 9:00am PST

The storyteller caption

If your post needs context, then by all means take advantage of Instagram’s generous character count.

You’ll be hard-pressed to find any brand on Instagram that tells more compelling stories than Humans of New York.

“Obama had been president for six days. The old timers in the twelve-step program tell you to associate the memory with something—so that’s how I remember it. The weather was just like this, even though it was November. It was sixtyish degrees. I was sitting on a stoop, having my morning beer and cigarette, and feeling disgusted with myself. I was wheezing so bad that it felt like I’d swallowed a whistle. And I had this moment of clarity. I knew I was done. So I took a couple more swigs, threw the pack of Newports into traffic, and walked over to Project Renewal on 3rd Street. I’ll be ten years sober if I can make it until November 10th. That was my day. And it still is my day. Even if I fail, I’ll remember that on that day I succeeded. And if I did it then, I can do it again.”

A post shared by Humans of New York (@humansofny) on Jun 15, 2018 at 10:33am PDT

The minimalist caption

We’ve already stated it in this post, but it bears repeating: if your content is attention-grabbing and speaks for itself, a short caption is best.

Now that’s a breakfast spot. ????: @_felipecamargo_ & @sashadigiulian ????: @marcelomaragni #brazil #adventure #climbing

A post shared by Red Bull (@redbull) on Sep 7, 2016 at 3:09am PDT

Instagram caption tools

Here are a few apps and tools to help you write the very best Instagram captions.


Captiona will help you come up with ideas for your captions.

It works like a predictive search engine. Enter a keyword that relates to the content, and the app will deliver a list of suggested captions.

While you should always strive for originality, if you’re stuck you can use it as a creative springboard. Riff off the suggestions, but don’t copy them verbatim. Be original to standout from the crowd.

Instagram captions

Hemingway app

Named for Ernest Hemingway, the desktop tool promises to make your writing “bold and clear.” It analyzes text and, with color-coded highlights, points out where your writing has become sloppy or indulgent. This allows you to easily cut down run-on sentences and swap out needlessly difficult words for simpler alternatives.

Readability is key, especially on a medium like Instagram where users scroll through content quickly. The Hemingway app will help you craft clear, punchy copy that draws in a scanning set of eyes.

Hemmingway App


Grammarly will catch errors that most traditional spell check tools miss—everything from inconsistent use of tense to missing commas. The tool will even offer synonym suggestions to help add variety to your writing.

Grammerly app

And that’s it. You have the ideas, tips, and tools to write compelling Instagram captions of your own. Now get posting.

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