Writing posts: hooks, captions, hashtags and calls to action

Planning tells you what to post; writing decides whether anyone reads it. A social media screening often gives you a product and ten minutes to write three posts. The judges look for a strong first line, one idea per post, the right format, and a call to action that fits.

The first line

Feeds cut captions after a line or two, so the first line has to make the reader tap "more". Weak openers describe ("We are excited to announce our new course"). Strong openers raise a question, state a specific result, or speak to a situation the reader is in. Worked example, a free typing practice tool:

• Before: "Check out our new typing test, now live on the site."
• After: "Most people lose their typing test on accuracy, not speed. Here is the 60-second check that shows which one is costing you."

The second version names a problem, promises something specific, and only then points to the tool. Write the first line last.

One idea, platform length and format

Each post carries one idea. If a draft has "also" in it, split it. Then shape it for where it will live. Short text platforms reward a single sharp sentence. Image-first platforms reward a strong visual with a caption that adds context, not a repeat of the image. Professional networks reward a short personal story with a lesson, broken into short paragraphs. Video platforms reward a hook in the first two seconds and captions burned in, because most viewers watch without sound. Reuse the idea across platforms, but rewrite the words each time.

Hashtags, links and the call to action

Use a few specific hashtags that a real person would search, not twenty generic ones. Put the link where the platform lets it be clicked; if captions do not allow clickable links, say where the link is. End with one ask, and make it small: "Save this for your next test", "Reply with your score". A post with three asks gets none. Add alt text to images and captions to video so the post reaches people using screen readers and people on mute.

Second example, a bakery's weekend offer: "Saturday only: every sourdough loaf is half price after 4 pm. We would rather you have it than throw it away. Tell us in the comments if you want one held." One idea, a reason, one ask.

Common mistakes and a practice habit

• Opening with the brand name or "We are excited".
• Posting the same caption everywhere.
• Stacking hashtags that nobody searches.
• Writing for the brand's boss instead of the person scrolling.

Practice habit. Each day, take one post from any brand you follow and rewrite its first line and its call to action. Keep a file of openers that made you stop scrolling and note why. Twenty entries in, you will have your own set of patterns.