| name | 37-social-caption-global |
| description | Use when the user needs ORGANIC social captions for Instagram, LinkedIn, TikTok, Facebook, or X — hook, mobile-readable body, two A/B variants, platform-correct hashtags, written to brand voice and funnel stage. Trigger on 'write a caption', 'Instagram caption', 'LinkedIn post copy', 'TikTok caption', 'caption for this photo', 'we have the image but no words'. Also use when the user drops a picture and asks what to write with it. Not for — paid ad copy with character limits and policy, see `05-ad-copy-global`; the spoken lines in a video, see `04-script-video-global`; the brief that precedes writing, see `36-content-brief-global`; long-form authority posts, see `26-thought-leadership-content-global`. |
| metadata | {"version":"1.0.1","category":"content"} |
| license | MIT |
| triggers | ["write a caption","Instagram caption","LinkedIn post","TikTok caption","Facebook post copy","social post copy","organic post","caption variants"] |
| output | File .md — 2 ready-to-publish caption variants (A/B) plus selection notes and platform-correct hashtags, written to brand voice and funnel stage |
| related | ["product-marketing-context-global","35-brand-voice-global","36-content-brief-global","01-content-calendar-global","05-ad-copy-global","42-image-brief-global","43-carousel-brief-global"] |
Social Caption (Global)
Organic captions for owned social posts on Instagram, LinkedIn, TikTok, Facebook, and X. A good caption has a hook strong enough to stop the thumb, a body that earns the scroll, and a CTA clear enough that the reader knows what to do. Written for someone reading on a phone, moving fast.
Not this skill: paid ad copy — different constraints (ad policy review, character limits in placements, primary text truncation, iteration against CPA). Use 05-ad-copy-global.
Information gathering
Read the Brand Voice Document (35-brand-voice-global) and the content brief (36-content-brief-global) first. If the brief already sets angle, hook direction, and CTA, use them — do not re-ask. If both are missing, ask up to 4 questions:
- What is the product, service, or topic — and is there a real number, testimonial, or case study available?
- Which funnel stage? TOFU (awareness) / MOFU (consideration) / BOFU (conversion)
- Which channel? Instagram / LinkedIn / TikTok / Facebook / X
- What is the intended CTA and target length? (comment / click / DM / book / buy — short under 100 words / medium 100-200 / long over 200)
Principles
- The first line is the hook. Never open with the brand name or a greeting. The reader decides in about a second.
- One caption = one message. Do not stack benefits into a single post.
- A specific number beats a vague adjective. "Cut onboarding from 11 days to 3" beats "dramatically faster".
- Write for mobile. Paragraphs of 1-3 sentences with white space between them. No walls of text.
- BOFU needs a clear CTA and a real reason to act now. Manufactured urgency is a brand risk; a genuine deadline, batch, or capacity limit is not.
- Read it aloud before you ship it. If it sounds like a status report, the tone is wrong.
- Check it against brand voice. Vocabulary and banned words from
35-brand-voice-global. Default banned list: "game-changer", "revolutionary", "unlock your potential", "don't miss out", "act now", "elevate your", "we're excited to announce", "best-in-class".
- Disclose material connections. Paid partnership, gifted product, affiliate link, or employee-authored posts need clear disclosure in the caption itself, not only in a platform tag — FTC endorsement rules apply to organic content.
Workflow
1. Read the brief and the brand voice
