How to Write Instagram Captions that Convert

There are many parts to a single Instagram post. 

There’s the visual part: a graphic, photo, meme, or video. There’s the caption: the copy you use to communicate to your followers. And there’s the strategy behind the post, the hashtags to increase your Instagram reach, the alt-text to improve accessibility, and the timing of the post. 

In my experience, the caption is one of the most important parts of an Instagram post, especially when your goal is conversion. 

If your goal is engagement, a trending meme will do. If your goal is reach, a well-considered Instagram reel is what you need. 

But when your goal is to convert Instagram followers into loyal customers so you can make more money and grow your business, you need a stellar Instagram caption. 

Back Up…You’re a Social Media Manager, Why Should I Listen to You About Copy?

Did you know that copywriting was how I got into social media management? My 2014 beauty blog was the platform that sparked my marketing career. After a few years of writing #SponCon, I began freelancing in 2017 by writing the blog posts of coveted wellness brands like Meow Meow Tweet and Well.ca. 

Writing comes naturally to me (my high school English teachers will agree) and it’s a strength my social media management clients appreciate all these years later. So you can trust that you’re in good hands.

Why Is an Instagram Caption So Important?

It’s not *just* an Instagram caption. For the most part, you’ll communicate with your customers through copy. Whether that be your Instagram captions, email newsletters, or the product descriptions on your website. 

The words you choose, the tone you take, the structure of the paragraph – it’s how you’re communicating with your customers. It’s how you’re convincing them to follow you, to engage with your brand, to purchase from you, and to become a loyal customer.

How Do You Write Instagram Captions That Convert?

Back to the topic at hand. Okay so I’ll admit, there are so many ways to write Instagram captions. But when it comes to writing captions that convert followers into customers, there’s three components that make it easy: the hook, the body, and the call to action. 

The “hook” is the first sentence that’s there to grab your customer’s attention.

The body is the bulk of your caption.

The call to action is the last sentence that tells your customer what to do.

When you’re writing your Instagram captions, break them up into sections. First, write your hook sentence. It should grab your customer’s attention and be strong enough to keep them interested. The body is the bulk of your caption where you’ll share the actual information. And the call to action tells your customer what to do. Maybe it’s to shop, to leave a comment, or to share the post with their friends. 

Learn more about how to write a caption that converts here, and get 50 Hook Ideas and 20 Call to Action Ideas!

How to Get the Most Out of Your Instagram Captions

A common misconception is that once you’ve written a post caption, that’s it – you’re done. But there are ways to get so much more out of your captions. 

Use the same copy in your Instagram stories, TikTok captions, and Facebook posts. Add it to that week’s email newsletter. Reference it for sections on your website, and vice versa. Don’t just write it, post it, and forget about it. 

By using your Instagram captions in multiple ways throughout your marketing you’ll present a consistent message no matter where your customers are. 

Did you know that on average, it takes about eight touchpoints for a customer to purchase? That means a customer needs to see your message about eight times before they purchase. When your message is consistent across Instagram, TikTok, your email newsletters, website, even paid ads, your target audience is more likely to see the message over and over, encouraging them to purchase your product.

Got questions? Drop them below or send an email to hi@sarahprice.co

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First things first, hi! I’m Sarah—social media manager for food & wellness brands. If you liked this blog post and want more marketing tips, tricks, and bev recs, here are a few ways to do just that:

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