How to Write Engaging Instagram Captions


“A picture is worth a thousand words” – not necessarily. Especially, if it’s on Instagram.

If you think that a great picture is enough to get likes on Instagram, you may be wrong. Instagram captions play an important part in your engagement.

The reason for that is that the Instagram caption is not only some empty text. It gives context, as well as helps to showcase your personality. Long gone are the days when an emoji was enough, today’s consumers won’t engage with an emoji caption.

So, since Instagram captions are so important, you may be wondering how to write something that will catch the eye of thousands and will result in comments and double-taps.

As usual, there is no one-size-fits-all here, but I am happy to share several tips that will work out.

Keep in mind that Instagram captions are very important. They show your personality and help your audience connect with you. They help your followers learn about you and become more personal. There is a saying: “A picture is worth a thousand words,” which is totally true and I won’t deny it, yet still, people better relate to text, what do you do when you want to share your emotions? You choose to write.

Why do you need Instagram captions?

Photos can be understood in many ways. That is why by writing a caption under your post, you can express the true meaning of the picture. Nevertheless, you can give context and show your personality.

Captions are a great way to tell the meaning of your post in a concise way. Sure, you can explain what you mean with a video, but it actually means that your followers will need to watch it. Sometimes, followers just scroll, without actually willing to watch any videos. Your captions can speak directly to your audience and share what your content exactly was supposed to communicate.

One of the most important features that Instagram captions have is the ability to kick off a dialogue with your audience. You can ask a question and invite your audience to share their opinion in the comments section.

This boosts the engagement of your posts which is an essential metric used by Instagram to decide the quality of your content.

The Instagram algorithm works in a way where higher quality content is prioritized. The quality of the content is determined based on engagement, time spent consuming content, and interests. It is in your interest to keep your audience consume your content longer, as it will signal to Instagram that your post is relevant. It will boost your current and future posts visibility.

So, let’s have a look at how to produce killer captions and rock that Instagram engagement of yours.

How to write engaging Instagram captions?

The Internet is full of quotes and sassy quotes. Just Google it and you’ll find thousands of blog posts with various selected quotesm that will supposedly make your Instagram post cool.

Well, if you found these, then another bunch of people found them too. Likely you’ll be sharing captions with them which won’t boost your engagement.

To help you with the captions, I have looked at some examples that worked and compiled a list of the best tips to create the most engaging Instagram captions.

I suggest using these tips in your Instagram strategy to increase visibility, engagement and ensuring that Instagram algorithm perceives your content as high-value one and prioritizes it on your followers’ feeds.

Combine context with your personality

This is by far the most important component of a successful Instagram caption. Simply put, context is your niche and personality is who you are.

You should alway post content that is relevant to your audience. For example, if you are a foodie blogger, anything related to food is your niche. If you’re a computer software business, your solutions are your niche.

Remember, people follow you because they want to get relevant content from you. They don’t follow you because they want random posts in their feeds. In fact, people won’t engage with content that’s not relevant to them and they’ll eventualy unfollow you.

So when you determine your context, you should spice it up with your personality. Instagram is an informal platform so write as if you’re speaking to your best friend. Use the words and language that are natural to you (unless it’s a very specific corporate jargon, then you shouldn’t use it). If you like jokes, use jokes; if you love to exhagerate, do it in your Instagram captions as well.

Your tone and voice will shape the overall personality of your Instagram account and you’ll attract followers who’ll genuinely like your content. They’ll like it, because they will be able to relate in one way or another and this relationship will boost the engagement.

Add a strong Call-to-Action

Yes, you heard it right. Strong CTA (call-to-action) is very important on Instagram. People tend to think less when they are on social media, thus reminding them what they are expected to do can be a powerful tool to get extra followers or likes.

Use active language, such as “follow now,” “buy now,” like now,” “comment with your experience” can do wonders to your overall strategy. Your call-to-action should also create a sense of urgency. Most of us are afraid of missing out on something, thus a powerful reminder that they should follow you if they like what they are seeing can be a great strategy.


Without a clear CTA, your audience will likely just look at your content without engaging with it. Tell them what you’re expecting them to do.

For example, I love suggesting to my clients to add “Don’t forget to save this post to find it later” in their captions and it works! Most of us see Instagram posts once, then they are gone for good. Unless we remember the actual account that share it, we won’t be able to find it again. So, by reminding your followers to save your post can increase your engagement in the long-run.

How many times did it happen that you’re speaking with a friend about some workout routine. You remember seeing some tips on Instagram, but after checking some fitness accounts that you follow, you cannot find the actual post!

Aaaah, annoying I know! If you saved that post, you’d easily find it and forward to your friend, who would likely like or even follow the account. In this way, increasing the engagement.

Tell a story

Don’t be afraid of long captions. Instagram allows you to type 2,200 characters in your caption. That’s a lot of text. This number is there for a reason.

Microblogging on Instagram has become more and more popular. People tend to choose a visual that means something to them and produce a personal story. You can consider it as a public diary.

If you’re a brand, you should use this space to show your brand’s personality. it’s what makes Instagram unique, you are expected to show the human side of your business, no matter how big you are.


I love Airbnb’s Instagram. It is full of homestay photos produced by Airbnb users. In this way, Airbnb shows who’s behind its brand, people, consumers, who travel and choose to stay in local homes over hotels.

However, when you write a story, don’t lump text in long paragraphs, they tend to scare people. In general, text in long paragraphs is a no-no, unless you’re writing an academic text. Have you noticed that most of the blog posts, as well as social media captions tends to be 3-4 lines per paragraph?

Be informal

If you’re using Instagram for business purposes, you will need to change the tone and the way you communicate on Instagram.

Instagram is not a platform to be formal. Keep it for LinkedIn. On Instagram, people aren’t looking for corporate jargon or business talk; they want to unwind and be entertained.

That’s why Instagram is a different ballgame for many businesses; you aren’t expected to be overly corporate and formal. It’s a pretty informal platform where your tone and message should be adapted accordingly.

If you use the same caption on your Instagram post and LinkedIn, something is wrong. It’s likely your engagement rate will be pretty low for such posts.


Instagram is a place where your captions should have emojis, be loud and entertaining. In the end, you want to catch the eye of your followers. Adding emojis in your Instagram captions is a great way to grab interest and personalize your message.

A study conducted by Quintly has shown that Instagram captions with emojis drive higher engagement rates than those without.

BUT keep in mind that you shouldn’t overdo it with the emojis. Keeping it neat is also important, so avoid using too many of them in one post. I think one emoji per paragraph (3-4 lines) is acceptable.

Use the right tone

Who knows your audience better than you? Nobody.

Since you have this advantage, use it to your benefit. The tone and how you talk differs based on your audience demographics. Imagine, if your audience is men between 18–34, your tone will be different compared to an audience of men above 40.

You should talk to your audience in the way they talk. You can use slang and abbreviations if your audience is young, however, people above 40 are more likely to misunderstand the internet slang. The right tone will ensure that your audience is included in your discourse. Use the language that you’d use in real-life situations if you spoke with your audience.

Your tone should also be engaging. The last thing you want is to rant a monologue that has no emotions. Try adding some rhetorical questions and boost curiosity.

Make your captions easy to read

There is no right or wrong when it comes to the length of your Instagram caption. Quality wins over quantity. Your caption can be short, but straight to the point; it can also be longer and more in-depth. Whichever you choose depends on your style.

The key point to remember – your post should bring value to your audience.

However, when it comes to formatting, avoid having long paragraphs. Split them into shorter chunks as they are much easier to read. As a general rule, long paragraphs online are daunting and therefore your viewers may choose to skip reading them.

Are you ready to write more engaging Instagram captions?

Instagram captions are much more than just a couple of lines. As you have just learned, they serve a purpose and can help you get higher engagement rates.

Nevertheless, they are a powerful tool to showcase your personality, give context to your photos, and also give an opportunity for your followers to engage with you.

Captions are an important part of your Instagram marketing and if done in the right way can be very beneficial to your growth. While producing a great caption may require time and effort, remember that it’s important to have something that brings value to your audience and your brand.

Every Instagram account is unique and you have to find the right technique and approach that will work wonders for you. Remember, Instagram will require a continuous effort – once you notice what kind of content your audience engages with most with, keep on producing content to increase the engagement.

Try these tips separately or in combination on your Instagram account and enjoy the results!

Tips for engaging Instagram captions

  1. Combine content with your personality

  2. Add a strong call-to-action

  3. Tell a story

  4. Be informal

  5. Use the right tone

  6. Make your captions easy to read

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