PipeflowThe first sentence is the most important
Instagram only shows the beginning of your text under the image; the rest disappears behind a “more”. How much stays visible depends on the device and the view. The only certainty: the first sentence has to make people curious, or the rest won't get read.
Many businesses waste this space with sentences like “Today we'd like to show you something” or “New post!”. Better is an opening that says something interesting straight away, asks a question or contains a little surprise. A few examples:
- Bakery: “Our sourdough is older than our youngest apprentice.”
- Hair salon: “The most common question this week: how often should you actually have your ends trimmed?”
- Florist: “This plant forgives you if you forget to water it while you're on holiday.”
- Physiotherapy practice: “Sitting isn't the problem. Sitting the same way for hours is.”
A simple structure that almost always works
You don't have to work out from scratch every time what a text should look like. A simple three-step pattern carries most posts:
The ending doesn't always have to sell. A real question that people enjoy answering often achieves more than “Book an appointment now”. But if you want to sell something, feel free to say so clearly and simply.
A common mistake is to just repeat in the text what can already be seen in the picture. “Here you can see our new kitchen” under a photo of a kitchen adds nothing new. Instead, tell people what they can't see: the particular challenge during fitting, the customer's wish that changed the plan, or the detail you're especially proud of. That way the picture gets a story, and readers learn something about how you work.
- Opening: a sentence that makes people curious and fits the picture.
- Content: two to four sentences with what you want to say, such as background, a tip or a little story.
- Ending: an invitation, such as a question to readers, a note about opening hours or a request to get in touch.
How long can an Instagram caption be?
There's no universally ideal length. Instagram allows fairly long texts; the exact limit is in Instagram's help pages. What matters is whether the text carries its topic. A photo of the new dish of the day needs two sentences. An explanation of why you rely on a particular material can be longer.
Find out for yourself: for a few weeks, alternate between short and longer texts and check the statistics in the Instagram app to see which bring more reactions, saves and profile visits. That tells you more about your audience than any rule of thumb from the internet.
The right tone for your business
Write the way you talk to customers. A café can sound relaxed and warm, a tax advisory firm calmer and clearer. What matters is that the tone suits you and stays the same across many posts, so people recognise you.
Decide how you address people, too. In German, many businesses use the informal “du” on Instagram, while some deliberately use the formal “Sie”. Both are fine as long as you stick with it instead of switching from post to post.
Avoid empty advertising words. Everyone writes “Top quality at fair prices”. A concrete detail is more powerful, such as: “Our flour comes from a mill here in the region.” For practices, law firms, pharmacies and financial and insurance advisers, their own professional rules also apply: no promises of cures, no promises of success and no patient or client cases.
Paragraphs, emojis and hashtags
Besides the content, the form also decides whether a text is enjoyable to read:
- Paragraphs: Short paragraphs are much easier to read on a phone than one long block of text.
- Emojis: Used sparingly they lighten things up; too many look cluttered and distract from the content.
- Hashtags: A few fitting terms help categorise your post. Instagram limits the number; the current limit is in the help pages. The only way to find out how many work well for you is to try it out.
- Labelling: If you advertise for others or have been given something for free, that must be clearly recognisable. If in doubt, ask your chamber.
An example: before and after
A florist posts a photo of a bouquet of autumn flowers. The first draft reads: “New bouquets in the shop! Come and see! #flowers #autumn #decor”
That's not wrong, but it's interchangeable. A revised version could look like this:
“Autumn in a vase, no pumpkins required. 🍂 Dahlias, rose hips and grasses, all in season. Our tip to make the bouquet last longer: trim the stems every two days and change the water. Which autumn flower do you like best? #floristry #autumnbouquet”
The new text has an opening that makes people smile, real value for readers and a question at the end. The hashtags are no longer general but match the picture exactly.