How to write good Instagram captions to engage your audience on Instagram?

How to write good Instagram captions to engage your audience on Instagram?


Global Marketing & Community Manager @Brand24, Instagram expert, passionate mobile photographer, Quora active user, red wine & dachshunds lover.

Instagram is all about pictures, right? Well, not exactly.

Now, when you catch the audience’s attention by having a polished profile bio and make them want to stay for a while by having a consistent theme and grid, there is also a chance to start building relations and engagement.

A picture is worth a thousand words

In this article, you will learn:

  • how important words are on Instagram;
  • how to write good Instagram captions;
  • how to engage people with your words;
  • how to increase your audience and build brand awareness, thanks to a good caption;
  • how to find posts with specific keywords.


The visual side of any Instagram profile is the most important thing. But it’s one thing to maintain followers because of great photography, and quite a different thing to build an engaged community on your Instagram business profile. This community helps you build brand awareness, promote your brand and products, reach a new audience, find organic brand advocates, and of course, it will help you sell more.

This means that a number of your followers should be active on your profile, not only liking your posts, but also by commenting on them and engaging in discussion. If the engagement rate falls between 3% and 6%, we can say it’s good. If more, that’s great, but if less, you need to adjust your Instagram strategy.

A long, long time ago… ZzzZzz.

Stop here. A photo caption is not a place for writing long stories. You have 2,200 characters available, but keep it brief. Unless your profile is about sharing specific knowledge, you should let the post speak for itself. The caption should provide context for the photography, inspire your followers, and show brand personality.

Keep the style of the caption consistent with your brand style and character, but adjust the communication to this platform. Here, a very important thing is getting know your audience. Instagram is a friendly place, a place for an informal and relaxed style of communication. Your audience here doesn’t expect formal messaging as they do on other social media channels or your professional blog.
Write a nice, direct caption and don’t hesitate to make use of your sense of humor. And, of course, don’t forget about proper grammar and spelling.


As I said, Instagram is a place for informal communication. Using emojis is a great way to show your current mood, brand personality, and add a blast to your captions. This is also a good way to point out the most important part of your caption by using arrows, fire, or a megaphone icon. Or whatever you want. Have fun using emojis, but remember to not overuse them.
🙂 👩‍🏫 💻 📷 📖 🎓 🤓 📝


The algorithm is one of the most important things you need to keep in mind while managing your Instagram business profile. It is no secret that the algorithm can enhance profiles with high engagement. Let me remind you:instagram post engagement rate

The picture you post can encourage people to click on the heart icon below, but the caption is what you can use to encourage people to post a comment, engage in discussion, and even more.

A good caption can do a lot! The first thing you can do is inspire people to comment on the post. A great idea is to ask a question, ask for advice, or encourage people to share an experience with you.

In the feed, Instagram shows only the first few words of your caption. A good idea is to start with a question or call to action. It will catch your audience’s eye and make them want to click on the “show more” button where they can read the whole explanation. Make the first part of your caption super engaging!

Write a caption with a good call to action!

A good caption is a caption with a clear call to action. You can ask people to click on a link in your bio (remember? it’s the only clickable link on your profile). And using a browser link that is easy-to-remember and easy-to-type into the internet isn’t a bad idea, like one from or another shortener.

The next thing you can do, is asking your audience to answer a question, as I mentioned before, but also ask them to tag someone in the comments section. This will bring new people to your profile. Before you do this, think about the words you need to use to be sure that the people who come would be interested in your offer, and stay on your profile longer than just for a contest or short game.

Another thing, of course, is a call to action for sales. You can dare people to test your product and share their experience in the comments. Or buy a limited series of products, etc.

By using actionable, and not passive words, you can encourage people to react and engage. This is a great step to gain favor with the Instagram algorithm, and the first step to building a real community around your profile.

Play a game!

Instagram terms allow contests to be organized on the platform. What’s even better, as an organizer, you’re allowed to ask people to share posts or Stories, and also tag their friends in comments. This definitely helps you increase brand awareness.

Place “giveaway,” “contest,” or “challenge” in the first words of the caption.

Feature the audience.

The last, but not the least, thing which can help boost engagement (with the algorithm too!) is user-generated content. While you grow your audience and inspire them to spread the word about your brand and products, you can start to share pictures from your fans profiles on your brand profile. This will encourage people to post more branded content – everyone wants to feel appreciated by the brand they like.

Always ask the author for approval to repost content!
Instagram doesn’t have a native sharing option. You need to use an external application or save the photo and post again. Doing this without agreement is copyright infringement, which you would like to avoid, with all its legal consequences. Also, tag the author in the photo you post and in the caption. Sharing your engagement with your customers is always a good idea!

Search through Instagram posts.

Instagram internal search allows you to search for posts by hashtag or location. But what when someone writes about you, your brand, product or niche you’re interested in without using a hashtag or without tagging you? Here comes a media monitoring application. It’s the easiest and more efficient way to monitor all public mentions on the Internet, including Instagram of course.

Use media monitoring application to get a notification about every post for your niche even if there is no relevant hashtag or tag.

You can use a free trial of Brand24 media monitoring and analyses application. Just click here, start a monitoring project and from this point, you will be notified about every single public mention relevant to your topic.

Nothing will pass you by. Moreover, you’ll be able to react and engage all those posts and conversation. It’s a great idea to monitor your niche and engage, build your online presence and grow your Instagram profile.

Sum up!

Here is a short list of things you should focus on and use while preparing your Instagram caption:

  • write brief captions;
  • check your grammar and spelling;
  • be informal and funny, showing brand personality;
  • use emojis, but not too much;
  • start your caption with a CTA;
  • encourage people to write comments and tag people;
  • organize contests and challenges;
  • feature user-generated content.

An Instagram caption is all about words (and emojis). Part of it is also about hashtags, which can either help your profile or bring about a shadowban for the account. In one of the next articles for the Instagram series, you will learn how to use hashtags on Instagram to increase your reach and gain a new audience, and also find out why your hashtags may not be working on Instagram.

Stay tuned!