Does anyone care about Instagram captions? Let’s see what the data says about it

A question has arisen that may surprise, anger and resign many Community Managers. But the melon is there and it’s time to open it, so here we go.

Does anyone care about captions on Instagram?

We’re not going to beat around the bush: we don’t know . But neither we nor anyone else (unless you have a tool to measure it, in which case , let’s see when you show it to us! ).

The importance of texts on Instagram is quite a subjective subject and depends on a multitude of factors, but we have taken the trouble to collect some certainties for you . So we can draw conclusions together about whether the time you spend writing texts for this social network would be better invested in karaoke … or not.

Instagram is a visual network

This truism is the basis from which we have to start: Instagram was conceived and is used by its users as a visual social network. For this reason, as we spend much less time viewing an image than reading a text, content consumption is at stratospheric speed on this network . And if not, they tell the videos, which were the great future of Instagram and yet they still have lower engagement data than photos .

The text is a complement to the image, which puts it in context or develops the message that it wants to convey. But we have become such a visual society that even within the text we have cast the images . Something like that ➡️😏🖕📝.

Emojis are already present in 57% of Instagram profiles


Have you not already seen some photos that only have a couple of emojis as titles? The invasion has begun: tremble, texts.

Captions on Instagram matter… half

The average user is not as skeptical as digital marketing sufferers: in their own profile they still give great importance to the texts they write e. Just check the keyword «Instagram Caption» in Google Trends : the popularity of this search has not stopped growing in the last three years, and the results are full of articles with «creative» ideas to title our photos.

Who knows, maybe the personal copywriter is the profession of the future …

But, on the other side of the coin, we are the brands. That our audience gives importance to their own texts does not mean that they value (or even read) ours. 

On the one hand, the logic of Instagram tells us that in the face of such rapid consumption our texts should be very concise. But, on the other hand, the algorithm will reward us if the user spends more time on our post (and, if we make him read more, it will be time that we will retain him).

On the net you can find a multitude of posts that claim to have » the perfect length for Instagram texts «. However, nobody supports it with real data. And, while National Geographic fills it with long explanatory paragraphs, Beyoncé doesn’t put a single letter in her titles and continues to break the internet every time she posts.

The magic word: de – pen – de

As almost always on the internet, when it comes to texts on Instagram there are no magic formulas . It all depends on what you are and what you want to do. A conversion-oriented creative will need an informational blueprint that can only be provided through text, while a branding piece may work perfectly without a headline.

There are some quite logical details regarding the text , such as that it is very likely that hashtags are good for your metrics (and these are still text), that bad spelling is a BIG NO on the internet for your sales or that the Instagram’s algorithm rewards the posts we spend the most time viewing.

And so? Write captions on Instagram?

Even with the amount of seemingly contradictory information we have brought up, we remain hopeful of drawing a conclusion from all of this. And it is a conclusion that we had learned from before, and with which we are increasingly communing.

Your texts will only be relevant if they add value

If the user finds in the text of your publication the hours of your store or the price of the product you are showing, it will have been a success. And if in the text you tell him an honest part of your reality with which he identifies, too. What will always play against you will be the texts you write to fill in , to dress the photo, to comply.

As Beyoncé once said (yes, it was her):

«If what you have to say is no better than silence, don’t say it»


 Not on Instagram either .