How to write social media captions that sell

Key takeaways

To write social media captions that sell, use four parts in order: a hook that names the buyer's problem, one useful point, a piece of proof, and one next step. Keep sentences short, put the important words first, and cut anything the buyer does not need.

• 4 parts make a selling caption: hook, point, proof, next step.
• 1 idea per caption. A second idea is a second post.
• Short captions suit proof. Longer ones suit explanations.
• Read it aloud. Cut every sentence you would not say.

What is the job of a caption?

The job of a caption is to tell the right buyer what they are looking at, why it matters to them and what to do about it. The image or video earns the pause. The caption turns the pause into understanding and, sometimes, an enquiry.

• How to create social media content that attracts the right customers

What structure should a caption follow?

Follow hook, point, proof, next step. The hook names the situation. The point gives one thing worth knowing. The proof shows it is true, with a job, a figure or a customer's words. The next step says what to do. Four short paragraphs is enough for most posts.

• Hook: 'Flat roof leaking again after two repairs?'
• Point: 'Patches fail when the deck underneath is wet.'
• Proof: 'This one in Stockport needed a new deck. Dry for two winters.'
• Next step: 'Send a photo for a first opinion.'

• Social media hooks that stop the right people scrolling
• Social media calls to action that get enquiries

How long should a caption be?

As long as the buyer needs and no longer. A proof post may need three lines. An explanation of how to choose between two options may need 150 to 200 words. Length is not the problem. Padding is. If a line could be removed without loss, remove it.

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How do you make a caption easy to read on a phone?

Write short sentences, break after every one or two, and put the key words at the start of each line. People scan on phones instead of reading every word, so a caption that works when skimmed will be read more fully by those who care.

• One or two sentences per paragraph.
• Key words at the start of the line.
• Numbers as digits, with units.
• No walls of text. No rows of emoji.

• Plain English on social media: drop the jargon, win buyers

What should you leave out?

Leave out greetings, announcements about yourself, strings of adjectives and anything written to sound impressive. Leave out a second topic. Hashtags belong at the end and in small numbers. A caption that sounds like a person explaining something to a customer is the goal.

• Hashtag strategy for UK businesses
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When does a caption matter less?

A caption matters less when the video or image carries the whole message, as with a clear demonstration with on-screen text. Even then, a short caption stating the service, area and next step helps buyers and helps the platform understand what the post is about.

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What does this look like in practice?

A pattern we see with UK small businesses: captions are either one word and an emoji, or a paragraph of company news. Rewriting the same posts in four short parts, without changing the photos, is usually the first change that brings messages about specific jobs.

• See client work
• Social Media Marketing for UK businesses

Caption checklist

Run through this before posting.

• First line names the buyer's situation.
• One idea only.
• Proof is included.
• Service and area are mentioned.
• One next step at the end.
• Reads naturally aloud.

Next step

Rewrite your most recent caption in four short parts. Compare the two versions and post the new one next time you share similar work.