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How to Craft Captions That Inspire Your Audience to Take Action

In the world of Instagram, you have mere seconds to capture your audience’s attention… but what happens once you do? 

When using social media to promote your business, you’ll have different goals. You may want more followers or to generate leads or sales from your social media post. Your Instagram caption is going to be the tool you use to achieve those goals. 

Hi, I'm Brittany, a mom, mystery buff, bookworm, and Digital Marketing Strategist. I love finding sustainable strategies to help your business grow into what you've dreamed of. Whether you're ready to invest or just want to chat, send me a DM on IG. I'd love to connect!

Writing captions for your social media posts requires time and consideration. It’s not as simple as stringing a few sentences together and hitting post. It’s not something you should do on the fly otherwise your caption won’t motivate your audience to take action. 

Too little info and your audience won’t see the value in your content, too much and they’ll feel too overwhelmed to read it which will leave them scrolling to the next post.

There’s a specific formula you can follow when writing social media captions, the essential elements that make up the anatomy of an Instagram caption, helping you create content that stands out and inspires the reader to take action. 

Table of Contents

The Hook

A hook is the opening line of your caption. This is your chance to peek the readers interest and encourages them to click “more” to read the full caption. 

An enticing hook can be a captivating statement like:

  • Unpopular Opinion: There’s no such thing as overnight success

  • Stop using "book a call" as your CTA 🥴

  • Uhh oh, I lied 🙊

  • This is life and death 💀 for your business!

 Or an intriguing question like:

  • Did you know there are multiple types of imposter syndrome? 🤔

  • Want to know the secret sauce behind business growth?

  • Which account is more successful?

Or a compelling quote related to the topic of that post which will spark curiosity. Once you’ve caught their attention and enticed them to keep reading it’s time to provide the value.

The Details

Now is the time to share relevant and meaningful information that connects with your audience. Whether you’re writing captions to entertain your audience, educate them on a new topic or sell your product or services this is where you’d expand on the topic mentioned in the hook. 

The information could be tips, insights, personal experiences, or storytelling that resonates with your followers. It’s important to be authentic, genuine, and offer something they can take away from your content.

Here’s an example: 

After you’ve added all the information you need, it’s time to give your reader instructions or next steps. 



A Call-to-Action or CTA is intended to guide your audience towards a desired action. A strong CTA prompts engagement creating community online; this could be liking the posting, saving a reel for later, following your account, etc. 

CTA’s also drive sales for your business by directing people to your link in bio to purchase on your website or instructing them to comment a keyword to book a discovery call etc.

While all business owners want to make sales from their social media efforts, the primary purpose should be to encourage interaction and foster a sense of community around your content which will draw new potential clients to your account. 

Well crafted CTA’s support this goal. Here are a few examples of CTA’s you could use on social media:

  • Tap that heart button if you can relate

  • Do you agree or disagree?

  • If you find this post valuable, share it with a friend in need

  • Get ahead of the competition, comment "Clarity" to get started

Most businesses stop after their CTA but there are actually a few more pieces you should use when you create captions for Instagram.

Positioning Statement

A positioning statement is one sentence that  briefly explains who you are and what you do to the people reading your captions. The purpose of a positioning statement is to introduce yourself and your business to new audiences and identify why they would want to follow you. Ideally after seeing the piece of content and reading your positioning statement they will start following you.

You should use a positioning statement on all your content designed to attract new audiences, like your reels which are regularly shown to people who don’t follow you. Most of your static content is shown only to your followers who already know you so you don’t need to include a positioning statement in those captions.

Here’s an example of a positioning statement:

Hi, I’m Brittany your St. Thomas based marketing mentor! I help small business owners like you make social media, email marketing and podcast content creation quick and easy to drive consistent growth and sales online. Follow @brittanymillersocials for Instagram hacks, ChatGPT prompts and more!

CTA Repeat or Second CTA

After your positioning statement I recommend you repeat your CTA. The first CTA is for your warm market, people who already know you and only need a small prompt to take the desired action.

This second CTA, is designed for the people who don’t follow you yet. They will have read the first CTA and since forgotten it while reading your positioning statement and deciding if they like your content enough to take the desired action. If they are still reading after your positioning statement this is your opportunity to remind them of the original CTA or to suggest a different one, like follow for more to capitalize on the fact that someone new is seeing your content.


Crediting Content

If you have incorporated content from others in your post, like using a picture from a photographer, it's essential to give credit where credit is due. Show respect for other businesses and creators by properly tagging or mentioning them in your caption. It fosters a positive and supportive online community while promoting collaboration and mutual appreciation.

You can do this by inviting them to be a collaborator on the post or reel, by tagging them in the visual and/or mentioning them in the caption using the ‘@‘ feature on Instagram.

If your post is 100% original you can skip this step in your caption writing.


Last but not least are hashtags. Strategically using hashtags can significantly expand your reach on Instagram showing your content to potential new followers.

Research and include relevant hashtags that align with your post's theme and target audience. Using hashtags helps your content get discovered by people searching for similar topics and attract new followers who share similar interests. The number of hashtags you use it up to you, any number between 1-30 is acceptable.

This framework is how to format an instagram caption to maximize your growth and engagement. There are a few additional best practise you can follow when laying out your Instagram captions

Additional Tips for Caption Writing

  • Utilize small paragraphs and shorter sentences to make your captions more readable. This adds more white space making the captions seem easier to read.

  • Use emojis to add colour and act as bullet points to draw the eye to important information indoor captions. Emojis are also a great way to show your brands personality.


Crafting an effective Instagram caption involves combining creativity, value, and engagement using the format outlined above. With these elements in place, you'll create the best captions on Instagram that captivate your audience, drive engagement to foster meaningful connections and also generate sales and leads for your business.

For more insights on social media strategies and digital marketing, join the Brittany Miller Socials email community for weekly marketing insights. Let's take your online presence to the next level with quick and easy content creation that leaves you feeling confident you’re growing your business!


Hi, I'm Brittany

Your st. Thomas based marketing Mentor 

I'm a mom, mystery buff, bookworm, and DIY home decor enthusiast. I help small business owners gain the tools and confidence to market their business with ease. If you want clarity to grow your business effortlessly, come learn more about my favorite social media tips, email marketing strategies, and podcasting insights. I provide the roadmap and confidence to take action, get results & make money!

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Are you Leaving money on the table with your Instagram profile?

You have 7 seconds to make a first impression and get people to hit follow. Download Setup Your Instagram Bios For Sales Success Checklist and make the most of your 7 seconds.

Hi, I'm Brittany

I'm a mom, mystery buff, bookworm, and DIY home decor enthusiast. I help small business owners gain the tools and confidence to market their business with ease.


If you want clarity to grow your business effortlessly, come learn more about my favorite social media tips, email marketing strategies, and podcasting insights. I provide the roadmap and confidence to take action, get results, and make money!

Your Marketing Mentor Based In St. Thomas, Ontario


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