How to Write Captions That Get Messages, Not Just Likes
A good caption turns a nice photo into an enquiry. A simple structure for Instagram, Facebook and TikTok captions that sell, with Ghanaian examples.
Most business captions look like this: "New arrivals 🔥🔥 DM to order." Or a long paragraph of hashtags. Neither tells the buyer why they should care, or what to do next.
A good caption does three things: grabs attention, makes the buyer want it, and tells them exactly how to get it.
The structure
1. A first line that stops the scroll
Only the first line or two show before "more". Make them count:
- Ask a question your buyer is thinking: "Tired of braids that loosen in a week?"
- State a benefit: "The bag that fits your laptop, lunch and life."
- Share a surprising fact or result.
2. The details that sell
Two or three short lines on what makes it worth it. Specific, not vague.
Full-grain leather, hand-stitched in Accra. Fits a 15-inch laptop. One-year guarantee.
3. The price and practical details
Price, sizes or options, delivery and payment.
GH₵ 380 · Black and brown · Same-day delivery in Accra · Pay with MoMo or on delivery
4. One clear action
Tell people exactly what to do:
- "Tap the link in our bio to order."
- "Send us a WhatsApp message with your size."
- "Comment TOTE and we'll send you the details."
Full example
Tired of bags that peel after three months? 😩
Our totes are full-grain leather, hand-stitched in Accra, and come with a one-year guarantee. Fits a 15-inch laptop, with room for your lunch.
GH₵ 380 · Black and brown
Same-day delivery in Accra · Pay with MoMo or on delivery
Tap the link in our bio to order 👆
Tips that make a difference
- Write like you talk. Friendly, clear, Ghanaian English.
- Put the price in. "DM for price" loses people.
- Use line breaks so it's easy to read on a phone.
- Use emojis sparingly, for structure, not decoration.
- One message per caption. Don't sell five things at once.
- Use a few relevant hashtags, not thirty.
- Answer a doubt. "Yes, it's original" or "Yes, we deliver to Kumasi."
Captions for different goals
| Goal | Caption style |
|---|---|
| Sell a product | Benefit, details, price, action |
| Build trust | Story, behind the scenes, customer quote |
| Reach | Tip, list, question, relatable moment |
| Engagement | Poll-style question, "this or that" |
Use AI to draft, then edit
AI can draft several captions quickly. Give it your product details, price and audience, then edit for voice and accuracy. See how to use ChatGPT in your business.
Common questions
How long should captions be?
As long as needed to sell, as short as possible. Product captions often work best at four to eight short lines.
Do hashtags still matter?
Less than before. A few relevant ones help people find you; the caption and content matter more.
If you'd like captions and content handled for you, see our content and social media service.