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Learn How to Write (killer) Captions

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Find yourself frequently struggling to write captions on social media? Well, you’re in the right place. We all know that video and photo content is the main attraction when it comes to social media. However, it is essential not to forget about a well-written caption. In 2021 it was estimated that there will be 3.78 billion social media users worldwide. And, that number is expected to increase over the next four years, with a trajectory of 4.41 billion users by 2025. The potential for social media marketing is essentially limitless. 

Little Moon’s clients use Facebook, Instagram, LinkedIn, and TikTok. Below we’ve gathered our best tips for caption writing across all platforms.

First things first, let’s look at the character limit for each platform:

Instagram Captions

Facebook Posts

LinkedIn Company Posts

TikTok Captions

2,200 Character Limit
63,200 Character Limit
700 Character Limit
140 Character Limit

And, now, what you’ve long been waiting for, tips to write (killer) captions:

  1. Keep it simple and conversational. You’re not a robot. There’s no need to write like one. Would you talk face-to-face with a customer in 3rd person? Probably not. So, no need to do it on social. 
  2. What’s your goal? Clicks, brand awareness, engagement? Write with your goal and brand as your intention. 
  3. Make your intention clear in the first sentence. Though Facebook, Instagram, and LinkedIn allow quite a few characters, they all cut off the post after a few lines. Are you looking to hire for your company? Make sure that is obvious in the first sentence. Otherwise, you may lose your audience. Giveaway? Make the first line bold and attention-grabbing.
  4. Tell a story. This is a universal social media marketing tip. Consumers want authenticity. It helps connect your audience to your brand. Hopefully, we don’t have to help you be authentic, but here are a few ideas:
    1. Are you looking to recruit new hires? Highlight a rockstar employee and tell their story of where they started, where they are now, how they go above and beyond, etc. 
    2. Offer real testimonies from your customers. There’s nothing wrong with a bit of self-promotion, and especially when it comes directly from a happy customer. 
    3. Give a behind-the-scenes look at your day-to-day in the office or on the job. An excellent opportunity to use IG Reels and TikTok – but don’t forget your caption!
  5. Our favorite tip. Use emojis. No, you’re not too good for emojis, and neither is your brand. Reference tip #1 and keep it simple and conversational. Emojis are fun and a great way to emphasize your point without adding additional unnecessary copy.
  6. Hashtags. The SEO of social media. Despite Instagram allowing up to 30 hashtags, their current recommendation is 3-5 hashtags per caption, as they continue to introduce “suggested content” based on keywords. wrote up a 2022 Guide to Instagram Hashtags that we highly recommend you check out.
  7. Ask your audience a question. If you intend to engage your audience, then ask for your audience’s opinion on a relevant topic.

Caption writing can be a lot to consume and even intimidating at times, but we hope that this blog will help you confidently write captions moving forward. Remember, keep it simple and human. If you need further assistance with writing for social, we are only an email or DM away. 


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