You may already post stunning photos and videos on your business’s Instagram and IGTV feeds, but if you’re not giving proper attention to your social media marketing copy, especially your Instagram captions, you could be losing out on a key opportunity. 

Instagram captions can be used to serve your business by:

A strong visual on Instagram can make users “slow their scroll” and stay locked on your post, but a carefully thought out Instagram caption can do a lot more heavy lifting in terms of marketing and sales.

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What makes a good Instagram caption?

Compelling captions can create more engagement, which is critical when it comes to Instagram’s algorithm. Strong copy in your caption shapes your brand’s story and personality, which in turn helps your followers realize they need what you’re selling. In short: Instagram captions can help elevate your company’s social media success—and that can improve your bottom line.

With updates to Instagram’s algorithm, your posts are more likely to be served (or “seen”) if the platform likes your Instagram engagement rates. This metric looks at whether you are receiving a lot of user comments on a post and whether you are responding to these comments. These changes mean that simply having a large number of followers no longer guarantees your posts will be seen—as counterintuitive as that may sound.

Instagram explained how its algorithm works, saying, “What shows up first in your feed is determined by what posts and accounts you engage with the most, as well as other contributing factors such as the timeliness of posts, how often you use Instagram, how many people you follow, etc.”

What does this mean? For starters, what shows up at the top of an Instagram user’s channel is based on the…


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