How to Get Social Media Captions Right
Writing the text that accompanies posts on social platforms, including hooks, calls to action, hashtags and accessibility details.
Dana Whitfield
What is at stake
Captions carry the message when images are not enough, and platform formats reward clarity in the first line.
The playbook
- Put the main point in the first line
- Write hashtags in camel case
- Add alt text to images
- Disclose partnerships clearly
- Adapt captions for each platform
Where it goes wrong
Avoid:
- Burying the message after a long intro
- Walls of hashtags
- Relying on emoji for meaning
- Identical captions across every platform
The numbers behind it
| Measure | Figure |
|---|---|
| Truncation | platforms often truncate captions after the first lines |
| Hashtags | camel case improves readability for screen readers |
| Alt text | most major platforms support image descriptions |
| Disclosures | sponsored posts need clear disclosure |
Getting outside help
When to hand it over: Bring in help when building social content guidelines for a brand.
Where this comes from
- Federal Trade Commission — Disclosures 101 for Social Media Influencers
- W3C Web Accessibility Initiative — Images tutorial
The figures and practices above come from the sources listed.
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Where to go next
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