Instagram Captions

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When you post on Instagram, it’s important to really plan what you write as this is what others will base their judgements from. As well as the aesthetics of your page, content is really important when it comes to displaying your brand.

Important: You want to set your Instagram as a business, rather than an individual. This makes it look professional and you can use lots of features that are only available for business users on Instagram such as analytics, putting your email/number to call, etc.

Some things to remember:

  • People read captions to have a sense of the brand: are you boring? Are you funny? Are you professional?
  • The quality of your captions will determine the quality of your work: are you stating facts or is it just opinion? Do you know what you’re preaching? Is it true what you say? Is it controversial?
  • You can have long or short captions – both can have an impact. There is no right or wrong way.
  • Your captions will give potential clients a ‘taster’ of how you will deliver in the coaching sessions so it’s important to make them engaging, interesting & educational

People want to be:

  • Educated
  • Inspired
  • Understood
  • Guided
  • Befriended
  • Nosey (who doesn’t like reading an anonymous diary entry!)
  • Entertained

You want to avoid being:

  • Too generic and predictable
  • Forced when writing content (it shows!)
  • Boring and wishy-washy
  • Controversial (remember, everyone has their own opinions!)
  • Too formal or corporate (yawn!)

So how do you write good captions? Firstly, let’s identify some styles of posts as that will compliment what you write!

Caption ideas:

Now that we’ve covered what types of posts you can put on Instagram, let’s now go over what types of caption you can write.

The rule of thumb is that for every caption, you:

* Some phones don’t allow you to line break on Instagram so it posts as one big block of long text! But luckily, there are ways around it.

Diary type:

These can be quite long, and heartfelt. Especially because you’re in the coaching business, it’s good to encourage the freedom of thinking, feeling and just expressing!

If you already know what to post – make sure:

  • It’s relevant to your business (don’t use the captions to rant about your friends/family/children)
  • You ALWAYS think of the ideal client as though they are reading it
  • Don’t appear too negative or emotional
  • Always try to end it with a purpose: what can you do about it?

If you are stuck – don’t worry, follow this process to get your creative juices flowing.

  • Think of a topic or emotion that you feel like talking about
  • Open Google and type in the word followed by ‘quotes Goodreads’
  • Click on the first link (that should be from Goodreads) to show you a list of quotes taken from books in relation to that word
  • Skim through and read them
  • Spot any quote that resonates with you
  • Open the notes app on your phone
  • Copy and paste the quote in there
  • And now think about the quote and write what it makes you feel, and how you can elaborate on it

Quote type:

You can post captions with a quote followed by an emoji, but make sure the quote is powerful enough to be left on its own. Maybe it will resonate with the picture you post.


These go really well with your personal pictures. You want to write a brief caption about what’s happening. Make it engaging and punchy. Use emojis!

Factual type:

Posting facts is always a win on Instagram. As a business, you want to show that you know your stuff. As a life coach, you also want to show that you’re well equipped and knowledgeable to coach someone else. You can post captions that contain facts taken from recognised organisations (make sure to source and credit at the end) with a bit of elaboration.

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