Module 4: Writing Captions That Convert

Let’s talk about captions. You know, that text you write under your beautiful product photo that most people probably… skip right past.

Wait, don’t panic! While it’s true that social media is very visual, captions actually matter more than you think. A good caption can be the difference between someone scrolling past and someone stopping, reading, and engaging with your content.

Let me show you how to write captions that people actually read.

Why Captions Matter

First, let’s be clear about what captions can do:

They provide context for your image. A beautiful photo of a dress is nice, but a caption explaining the story behind it creates connection.

They encourage engagement. Questions, calls-to-action, and thought-provoking statements get people to comment.

They help with discovery. Captions contain keywords that help your content get found in searches.

They showcase your brand personality. This is where people get to know the human behind the brand.

They build trust and educate. This is where you can explain your process, share your values, or teach something valuable.

So yes, the image catches attention, but the caption often seals the deal.

The Two Types of Captions

There are generally two approaches to caption writing, and both have their place:

Short and punchy: 1-3 sentences that get straight to the point. These work well when the image is doing most of the talking, or for quick, snackable content.

Example: “The linen dress that goes from coffee meetings to dinner dates. Made from 100% organic linen, designed to last seasons, not weeks. Link in bio.”

Longer and storytelling: Multiple paragraphs that tell a story, educate, or create emotional connection. These work well when you want to build deeper engagement.

Example: A longer caption about why you chose linen for this dress, the farmer you sourced it from, how you tested 12 different weights of fabric before finding the perfect one, and what sustainable fashion means to you.

Both have their place in your content strategy. Mix them up based on the post and your goal.

The Caption Formula That Works

Here’s a simple formula you can use for most captions:

Hook (first line): Grab attention immediately
Value (middle): Provide the meat of your message
Call-to-action (end): Tell people what to do next

Let’s break down each part:

The Hook

Your first line needs to make people want to tap “more” and keep reading. Instagram only shows the first line or two before cutting off, so this is crucial.

Bad hooks:

  • “Hey guys!”
  • “Happy Monday!”
  • “New post!”

    • Good hooks:

  • “I almost didn’t make this dress.”
  • “Can we talk about why ethical fashion costs more?”
  • “Three styling mistakes I see constantly (and how to fix them)”
  • “This is the dress I wear every single week.”
  • “Nobody talks about this part of running a fashion business.”

    • See the difference? Good hooks create curiosity, make a bold statement, or promise value. They make you want to keep reading.

    The Value (Body)

    This is where you deliver on the promise of your hook. Depending on your post, this might be:

    A story: “When I started making jewelry five years ago, I was working out of my tiny apartment bedroom. I had no idea what I was doing…”

    Educational content: “Here’s what you need to know about silk quality. There are different grades (A, B, C), different types (mulberry, tussah, charmeuse), and different weights measured in momme…”

    Behind-the-scenes insight: “This dress took three months to perfect. The first sample had sleeves that pulled. The second sample had a waist that sat wrong. The third sample…”

    A personal opinion or take: “Unpopular opinion: You don’t need to completely overhaul your wardrobe to be more sustainable. Start with one better choice at a time…”

    Product details and benefits: “This isn’t just another black dress. The fabric is a custom-developed ponte knit that doesn’t wrinkle, doesn’t cling, and doesn’t pill. The cut is designed to work on multiple body types…”

    The key is to provide real value, not just promotional fluff.

    The Call-to-Action (CTA)

    End with telling people what to do next. Don’t just leave them hanging.

    CTAs for engagement:

  • “What’s your take? Let me know in the comments.”
  • “Drop a 🖤 if you’d wear this.”
  • “Tag someone who needs to see this.”
  • “What questions do you have about sustainable fabrics?”

    • CTAs for conversion:

  • “Shop this piece—link in bio.”
  • “DM me to order.”
  • “Save this post for when you’re ready to shop.”
  • “Pre-order opens Friday. Sign up for the waitlist (link in bio).”

    • CTAs for community building:

  • “Share your styling tip in the comments.”
  • “Send this to your most stylish friend.”
  • “What should I design next? Vote in my stories.”

Always include a CTA. Otherwise people read, enjoy, and move on without engaging.

Writing Captions for Different Content Types

Different types of posts call for different caption approaches.

For product posts:
Focus on benefits, not just features. Don’t just say “100% linen.” Say “100% linen that gets softer with every wash and keeps you cool all summer.”

Include practical details people need to know (sizing, care, availability).

Tell them why this piece is special or different.

Example: “The white shirt that actually fits right. After making 6 samples, we finally nailed the shoulder seam placement that doesn’t gap, the sleeve length that works with jackets, and the hem curve that looks good tucked or untucked. Made from organic cotton poplin in Portugal. Available in sizes XS-3XL. Link in bio to shop.”

For behind-the-scenes posts:
Tell the story. Make people feel like they’re with you in your studio.

Be authentic. This is where you can be more casual and personal.

Explain what people are seeing and why it matters.

Example: “2am and I’m still in the studio because this collection launches in three days and I just noticed the buttons on the sample blazer are slightly off-center. Most people wouldn’t notice. But I would know. So here we are, removing and re-sewing 24 buttonholes. This is what ‘attention to detail’ actually looks like—it’s exhausting and I love it. Back at it in 6 hours. ☕️”

For educational posts:
Break information into digestible chunks. Use line breaks and emojis to make it scannable.

Be clear and helpful, not preachy.

Cite sources if you’re making specific claims.

Example: “Let’s talk about fabric quality. Here’s what I look for:

Thread count (higher = tighter weave = more durable)
Fiber length (longer fibers = stronger fabric)
Finish (how does it feel, does it pill easily?)

For cotton specifically, look for terms like ‘Egyptian’, ‘Pima’, or ‘Supima’—these indicate longer fiber lengths. For linen, check the weight (measured in GSM). Lightweight = 120-180 GSM (summer clothes), medium = 180-240 GSM (year-round), heavy = 240+ GSM (winter).

Questions? Drop them below 👇”

For customer feature posts:
Let the customer’s voice shine through. Quote them if possible.

Explain why you’re featuring them or what you love about how they styled your piece.

Make the customer feel celebrated.

Example: “Meet Sarah, a pediatric nurse who ordered her first piece from us last month. She said: ‘I needed something that looked professional but moved with me through 12-hour shifts. This dress is perfect—comfortable enough for running around the ward, polished enough for meetings with families.’

This is exactly why we design what we design. Real pieces for real life. Thanks for sharing, Sarah! 💙

Who else has a story about how they wear their [brand name] pieces? I want to hear them!”

For promotional posts:
Be direct. This is a sales post, own it.

Create urgency if appropriate (limited quantities, sale ending, etc.).

Highlight benefits and overcome objections.

Include clear instructions on how to purchase.

Example: “LAST CHANCE: Summer collection sale ends tonight at midnight.

Everything 25% off—no code needed, discount applied automatically at checkout.

Grab the pieces that sold out twice this season before they’re gone:
→ The Linen Shirt Dress (back in all sizes)
→ The Wide Leg Pants (only black and navy left)
→ The Tank Bodysuit (selling out fast)

Link in bio. Sale ends in 8 hours.”

Caption Length: How Long Is Too Long?

There’s no perfect length, but here are some guidelines:

Instagram Feed Posts: Can be anywhere from 1 sentence to 2,200 characters (the limit). Longer captions can work well if they’re genuinely engaging, but break them up with line breaks so they’re readable.

Instagram Stories: Keep it short. Stories are quick-hit content. A sentence or two is usually enough.

TikTok: Very short. The caption is secondary to the video. Keep it under 100 characters if possible.

Pinterest: Your description should include keywords and be informative (100-200 characters is ideal).

The rule of thumb: write as long as it needs to be to deliver value, but not longer. Don’t pad for length.

Making Captions Readable

Here’s the thing: people skim. Make your captions easy to scan.

Use line breaks: Don’t write one giant paragraph. Break it into smaller chunks.

Use emojis as bullet points: They add visual interest and make lists easier to read.

Keep sentences relatively short: Long, winding sentences are hard to read on a phone screen.

Bold the important parts (where platform allows): Help people find the key information quickly.

Compare these two versions:

Hard to read:
“This dress is made from 100% organic linen that we sourced from a family-owned farm in France and it’s pre-washed so it won’t shrink and it comes in sizes XS to 3XL and you can machine wash it and it’s available now for $145.”

Easy to read:
“The Linen Dress 🤍

✓ 100% organic linen from France
✓ Pre-washed (won’t shrink)
✓ Sizes XS-3XL
✓ Machine washable
✓ $145

Available now—link in bio.”

See how much more scannable the second version is?

Your Brand Voice in Captions

Your captions should sound like you, not like a corporate press release.

If you’re warm and friendly in person, be warm and friendly in captions.
If you’re more straightforward and minimalist, let that come through.
If you love humor, use it (appropriately).

Don’t try to sound like someone else or use buzzwords that don’t feel natural.

Bad (trying too hard): “Slay all day in this gorge fit! This lewk is giving main character energy! 💯🔥”

Better (authentic): “This is the outfit I wore to three meetings, a lunch date, and the grocery store yesterday. Comfortable enough for real life, polished enough that I didn’t feel like I was wearing pajamas. That’s the goal.”

Common Caption Mistakes

Let me save you some trouble:

Being too vague: “New drop! Link in bio!” doesn’t tell people anything. What dropped? Why should they care?

No personality: Writing like a robot makes people tune out. Let your personality show.

Too many hashtags in the caption: This looks spammy. We’ll cover hashtag strategy in the next module, but generally, keep them minimal in the caption itself or put them in the first comment.

No call-to-action: If you don’t tell people what to do, they often won’t do anything.

Talking only about yourself: Mix in content that’s about your audience, not just “I did this, I made that, buy my stuff.”

Being too salesy constantly: If every caption is pushing a sale, people tune out.

Caption Writing Templates

Sometimes you just need a starting point. Here are some templates you can customize:

The Story Template:
“[Time period] ago, [challenge/situation]. Today, [where you are now]. Here’s what I learned: [lesson or insight]. [Question for audience]”

The Educational Template:
“Let’s talk about [topic]. Here’s what you need to know: [3-5 points broken down]. Questions? [CTA]”

The Behind-the-Scenes Template:
“What you see: [finished product]. What you don’t see: [the work that went into it]. [Why it matters or what you learned]. [CTA]”

The Product Benefit Template:
“The problem: [pain point your customer has]. The solution: [your product]. How it helps: [specific benefits]. [CTA to shop]”

The Opinion/Hot Take Template:
“[Unpopular opinion or bold statement]. Here’s why: [your reasoning]. [Question to encourage discussion]”

Writing Captions Faster

Here’s how to speed up your caption writing process:

Keep a swipe file: When you see captions you love (from any brand, not just fashion), save them. Use them for inspiration (don’t copy, but learn from the structure).

Batch write: Write multiple captions at once when you’re in the zone. You can schedule them and not have to write fresh every day.

Start with bullet points: Don’t try to write the perfect caption immediately. Jot down the key points you want to make, then flesh it out.

Read out loud: If your caption sounds awkward when you read it aloud, it’ll read awkwardly to your audience. Edit until it flows naturally.

Edit ruthlessly: Your first draft doesn’t have to be perfect. Write it all out, then cut anything that doesn’t serve a purpose.

Testing and Improving

Pay attention to which captions get the most engagement:

Are people engaging more with your longer storytelling captions or shorter punchy ones?
Do questions get more comments than statements?
Which topics consistently resonate?

Use this data to inform your future caption writing. Double down on what works.

One More Thing About Captions

Don’t let perfect be the enemy of done.

I know designers who spend an hour agonizing over a caption and then don’t post because it’s not perfect. That’s worse than posting a decent caption and learning from the response.

Your captions will get better with practice. Just start writing, hit post, and refine as you go.

The goal isn’t to write the perfect caption every time. The goal is to write captions that are clear, authentic, and encourage some kind of action—whether that’s engagement, clicks, or sales.

In the next module, we’ll talk about hashtags, which work alongside your captions to help people discover your content.

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