How To Write The Perfect Instagram Caption (Even If You Overthink Everything)

Writing Instagram captions can feel like a daunting task, especially if you tend to overthink every word. You want something engaging, clever, and authentic, but before you know it, you've spent 20 minutes crafting a single sentence. Sound familiar? I’ve been there too.

As someone with ADHD, my brain constantly jumps between a million different ideas, making it nearly impossible to settle on just one caption. I’ll write something, delete it, rewrite it, and then convince myself it’s not good enough, only to start the cycle all over again. It used to take me longer to write a caption than to take the actual photo! So, I set out to find a better way to approach caption writing. I've learnt a lot, trialled a lot, and here is what is working for me!

Lesson 1: Start with a Glorious Hook

Doom scrollers are scrolling through hundreds of posts while making coffee in the morning. In order to stop them in their scroll, the first few words of your caption must grab their attention. Instagram only shows the first couple of lines before users have to tap 'more,' so make those few words count!

Here are some things I have tried;

"This changed my life..." A bold statement that promises instant transformation. I'm stopping the scroll!
"Do you struggle with this too?" A question I am desperate to find the answer to!
"Did you know 80% of people read captions but don’t comment?" A fun fact I want to ask fellow marketers if they know!

Lesson 2: You Have To Make It Personal

This lesson is non-negotiable and one that took me a while to learn. People connect with real stories and genuine emotions. Instead of overthinking the perfect caption, share something brutally honest. Perhaps something you'd only say to your mum. For example:

Instead of "Great day at the beach!" → "I almost didn’t go to the beach today because I felt overwhelmed, but wow, I needed this."
Instead of "New product out now!" → "We spent months perfecting this, and we can’t wait for you to try it. Here’s why we love it…"

I used to think every caption had to be polished and perfect (like my head shot!) but I’ve learned that people appreciate authenticity more than perfection. Sometimes, the captions I spend the least time on perform the best because they feel real and unfiltered.

Lesson 3: Add Real Value

Captions that educate, entertain, or inspire do tend to perform pretty well. However, as the platforms become more crowded, you can't just offer the same tips everyone else is, or share the same hilarious story. Find something unique to offer. Start by asking yourself: What do I want to offer my audience? Here are some ideas, which can be adapted to your niche:

Do you want to share the secret to a great post?
Do you want to reveal a lesson you had to learn the hard way?
Do you want to share a personal story which has made you who you are today?

Simple, unique value that your audience can take something away from.

Lesson 4: Use a Call-to-Action

The valuable 'call-to-action!' We are only human and therefore we do need direction, so, after we have read your post, what shall we do next? Yep, the power is in your hands. You need to encourage engagement by inviting people to comment, share, or visit your profile. Examples:

"Tag a friend who needs to hear this!"
"Drop your favourite emoji if you can relate."
"What’s your go-to way to de-stress? Let me know below!"

Or if you're running a campaign and you want email sign ups or product sales, these can become your CTA's.

Lesson 5: Keep It Readable

We don't have time to read the whole post often so we like to skim through it. In which case, it's best to avoid large blocks of text by using short sentences and line breaks. Emojis can also make your caption more visually appealing and add personality.

Lesson 6: Test and Learn

Not every caption will be a hit, and that’s okay. Pay attention to what works best for your audience by testing different tones, lengths, and styles. You can perfect your captions over time!

Final Thoughts

If you’re an overthinker like me, remember this: your caption doesn’t have to be perfect. Done is better than perfect. The more you practice, the easier it gets. So next time you’re staring at that blinking cursor, take a deep breath, remember these lessons, and just start writing!