Picture this: You have a video you just finished editing.

You love the content you’re sharing, you feel confident that it’ll hit the right note with your audience, and you know it’s worth sharing.

But then you go to post and…

The caption box just STARES back at you.

Blank.

Just like your mind when you try to come up with something to write to go with it.

Suddenly, posting feels overwhelming again.

And you save your draft, never to return to it again.

If that sounds familiar, I’m right there with you.

Most small business owners struggle with captions. Not because they don’t have great things to say, but because they don’t have a system to say it easily, or they overthink EVERYTHING!

So let’s fix that.

Here’s one of my favourite go-to formulas for writing captions that connect, without the pressure of sounding perfect:

Your Fill-in-the-Blank Caption Formula:

[Relatable Hook] + [Quick Story or Tip] + [Call-to-Action]

1. The Hook (a.k.a. your first line)

This is the first thing that people see when they pause their scrolling, so it’s gotta grab em!

It’s NOT a place to put your sales pitch.

A great hook speaks right to something your audience feels or wants or struggles with.

Examples:

“Ever feel like you’re talking to no one online?”
“This one’s for the business owners who are exhausted.”
“If you’re tired of staring at a blank caption box, read this.”

Your goal: Make them feel seen immediately.

2. The Quick Story or Tip (add value or context)

Now that you’ve got their attention, give them something to connect with. This is where you can teach, inspire, or relate.

You don’t need to write a novel. 2–4 sentences are plenty. Things to try include:

A mini lesson or insight from your day
A behind-the-scenes look
A common mistake you help people fix
A personal experience that relates to your business

Example:

“I used to spend way too long trying to write the 'perfect' caption. Now I follow this formula and it makes the process faster, more fun, and way more engaging.”

3. The Call-to-Action (CTA)

Just because you shouldn’t start with a sales pitch doesn’t mean you can’t end with one.

Ask your audience to do something: comment, save, tag, reply, click.

Clear Call-To-Actions give your audience direction and boost your post’s performance in the algorithm.

Examples:

“Tag a fellow biz owner who needs this!”
“Which part of this formula will you try first?”
“Bookmark this for the next time you’re stuck on a caption.”

One clear CTA per post is plenty. Be direct, not pushy.

Real Talk:

Captions don’t have to be hard, and you DON’T have to write like a copywriter.

You just need a framework that helps you speak from the heart about your business!

So here’s your next step:

Use the formula:

Hook → Story → CTA
Tag me or DM me your post: I’d love to cheer you on and increase your engagement on your post!

You’ve got something worth saying. Let’s make sure your target audience is seeing it!

Still not sure what to post, when or where to post? Book a summer strategy brainstorming session with me! Fill my intake form and I’ll be in touch to book your session!

Your Next Caption = This Fill-in-the-Blank Formula