Originally published March 25th, 2020. Updated with all new examples on May 23rd, 2023.

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There is an art to writing effective captions for Instagram. It’s a talent, even!

Coming up with the visual is sometimes hard enough, and THEN you have to think about what to say to accompany it. No wonder so many entrepreneurs and small business owners get overwhelmed with where to start!

If you struggle with knowing how to write Instagram captions, I’ve created the ultimate blog post for you! In this guide, you’ll find:

• 10 major types of Instagram captions
• 20 examples of these captions from real-world posts
• 10 bonus tips on how you can implement each type for your brand

Read below for what I hope will be a major dose of inspiration and reference material for you when you feel stuck with brainstorming captions for Instagram.

And yes, if you’re wondering, the caption types follow after the “Friends” episode naming style 🤪

1. The One that Feels Like a Micro-Blog

In a time where the algorithm changes have people frustrated, many Instagram users are beginning to realize that it isn’t all about the number of “likes” a photo gets.

In fact, I recommend ignoring likes altogether since they are more of a vanity metric now anyway. Instead, focus on stronger signals of audience engagement on Instagram that *actually* move the needle for your business.

For example, the number of SAVES your posts get is a great indicator that you’ve tuned into what your audience wants and needs. Even better, you’ve given them enough value that they take actio and “save” the post.

This is where microblogs – or long-form captions – come into play. These captions are jam-packed and offer users information, education, or inspiration that they’ll want to reference in the future.

Examples

Tip: If you’re going to do a long-form caption, break up the wall of text with line breaks or emojis (if they’re on brand), and even font formatting like bold and italics with simple tools like this one.

2. The One that Has a Strong Viewpoint

More than ever before, people are aligning themselves with brands that mirror their own values. To encourage more brand affinity, don’t be afraid to take a stand, voice your opinion, or even go against the grain in your industry. Not only do these posts get lots of engagement (think Story shares & comments) but they help nurture your existing relationships.

Examples

💡 Tip: Bonus points go to Instagram captions that touch on current events or other timely happenings in the broader culture. These often get shared like WOAH!

3. The One that is Clever or Funny

What can I say? Humans on Instagram love anything funny and relatable. After all, that’s why memes have been and will continue to be sooooo popular.

Don’t be afraid to poke a little fun at yourself or your brand, or tell a funny tidbit about what went on behind-the-scenes of the making of the image.

Plus, puns, sarcasm, plays-on-words, and jokes make great captions as an offset to a more serious photo, or really anytime you just aren’t sure how to caption your post.

Examples

💡 Tip: Every brand or biz needs to find their unique tone and voice with these kinds of captions, not opting for jokes or puns that aren’t “on brand” but instead, translating their brand personality, genuinely.

4. The One with a Call-to-Action

The point of Instagram, and social media in general, is to nurture your audience and inspire them to take action. That means you should always be considering ways to bridge your audience off of the platform. After all, you don’t own your followers – Mark Zuckerberg does! 🤪

The actions they can take are endless and vary by industry. It could mean you direct people to read a blog on your website, claim a discount for your products, or attend a free training… all with the goal of capturing their email.

That way, you can nurture the relationship outside of the whims of the ever-changing algorithm and open yourself up to marketing to them via email.

Examples

💡 Tip: Use active verbs to nudge people to take action. Also, emphasize what you’re asking the audience to do with emojis or font formatting so it stands out. Also, make sure your link in bio system is friction-less and easy-to-use.

5. The One that Educates

Offering followers a chance to learn something is another way to make them want to hit that save button on your post. Who doesn’t love tips and tricks?

You ARE an expert at something so here are a few prompts to get your juices flowing:

• What can I teach that others would find helpful?
• I wish people knew this thing….
• How can I change peoples’ minds about something?

This “Educational” content category is one of the best types of posts that will drive real business results. 🎥 Watch my free Instagram content training for more examples and how to create this kind of content for YOUR business, regardless of industry or audience size.

Examples

Tip: We all have something to share – whether we’re a blogger, brand, or consultant. Lean into what your unique expertise is and be of service. This is how loyalty is built on Instagram.

6. The One that Encourages Engagement

Like I already mentioned, Instagram is becoming less about the likes and more about the overall engagement (comments, shares, saves, views, reach).

With that in mind, share and create content you know your followers will want to see and then encourage them to engage with your post through the caption.

Ask them a question that will drive them to respond. Have them tell a story that is similar to one you’ve just told. And don’t forget to respond back and acknowledge their comment!

You can encourage even more engagement by telling them you will re-share some top answers on your future feed post or Stories, too.

Examples

💡 Tip: The more engagement (likes, comments, shares, and saves) you get on your posts quickly, the more reach it will inevitably have. Whip up engagement by responding quickly or even commenting or liking your follower’s posts so they come visit yours.

7. The One that Feels Authentic

People buy from businesses they like and trust. Don’t be afraid to let people in behind-the-scenes of your business and show them the human who is running it (with boundaries, of course).

Vulnerability and authenticity can seem scary at first, but there’s a reason that those who are more “authentic” have a higher engagement and more loyal following.

We hear all the time that social media is a “highlight reel,” only ever showing the good, but when people and brands are authentic, it adds a level of relatability that we’re all searching for.

Tell your story and share your highs AND lows.

Examples

Tip: There’s a difference between being authentic and performing authenticity for the sake of engagement. It can often be a fine line in this crazy world we live in, but staying true to yourself and your brand’s values will be a strong guiding compass.

8. The One that Builds Community

I think we all can admit the best thing to come from Instagram is the communities we’ve all built both within and outside of the app. A great way to expand and strengthen those communities is to invite your followers to tag a friend who would appreciate seeing your post or can relate to the subject at hand. Doing so also gives you the opportunity to connect with new people and potential followers.

Examples

Tip: So many brands and content creators focus on talking “at” their audience on Instagram when this platform is so darn powerful for relationship building. Instead, think about talking “with” your audience and grow a two-way relationship with captions like this.

9. The One That is Short and Sweet

If you’re really struggling to come up with a caption, this type is where “less is more” can be applied. Sometimes your image really does speak for itself so there may not be a need for further explanation, or you really just don’t have a lot to say. It’s ok to keep your caption short and to the point and just add in an emoji or two!

Examples

Tip: Short captions are often best utilized for posts with images that “speak for themselves” or if you want to engage your following. Best to test things out!

10. The One With User-Generated Content

I think we can all relate to loving a shout-out. Ask for testimonials from your clients that you can use as a caption alongside an image of the work you’ve done for/with them or their experience with your brand.

Or literally use the comments from your audience to create content that showcases them. This type is a great opportunity to bring your brand to life through the eyes of your followers and customers, while showing appreciation for them at the same time.

Examples

💡 Tip: Take a cue from these examples and build-in interaction and UGC into your overarching content strategy, especially if you can make it a regularly-scheduled series or showcase that people will come to expect. That will drive engagement!

To Sum It Up

Writing captions can be a daunting task for sure. That’s why I recommend batch scheduling your Instagram content – both your visuals AND captions – in advance. You can better get into the “writing zone” and ensure your content is consistent and strategic.

🎥 If you want to dive deeper into how to show up consistently and confident on Instagram *without* burning out, make sure to sign-up for instant access to my free Instagram content training.

In the video, I share more in-depth insights into the process I recommend that will make content creation more painless and help you quickly come up with content ideas that your audience will LOVE!

I hope you enjoyed this post and found some useful inspiration for your next planning session. And if you feel so inclined, comment below to share with me which # caption type you want to try next!