People scroll fast. Your first line decides whether they stop, and the rest decides whether they do anything about it.
In this guide
- Lead with the most interesting or useful sentence, not a greeting.
- Make one point per post and end with one clear action.
- Write the way you’d speak to a customer at the counter.
- Use a few relevant hashtags rather than a wall of them.
A good social post is a small piece of writing with a big job: stop the scroll, deliver one message, and point to one next step.
1. Start with the hook
Most feeds show only the first line or two before “more.” Put the best part there:
- Weak: “Happy Monday everyone! Hope you all had a great weekend…”
- Better: “Our pumpkin loaf is back, and this year it’s gluten-free.”
A useful fact, a surprising detail or a direct question all make good openers.
2. One idea per post
If a post tries to announce a sale, introduce a new employee and remind people about holiday hours, none of it sticks. Split it into three posts on your content calendar.
3. Write like a person
- Use short sentences and everyday words.
- Talk to one customer: “you,” not “our valued patrons.”
- Read it out loud. If you wouldn’t say it, rewrite it.
Pro move: Write the caption, then delete the first sentence. Often the second one is the real start.
4. Give one clear next step
Tell people what to do: “Order by Friday for Saturday pickup,” “Book through the link in our bio,” “Tell us your favorite in the comments.” One action works better than three.
5. Hashtags and emojis, in moderation
A few specific hashtags, such as your town plus your trade, help the right people find you. Write multi-word hashtags with capitals, like #PortlandBakery, so they’re easier to read for everyone, including people using screen readers. Our guide to accessible social posts has more.
6. Check before you post
Look for typos in prices, dates and times, make sure the link works, and confirm you have permission to show any customers in your photos.
Then see which posts worked best using the approach in measuring what works.
FAQ
How long should a caption be?
Long enough to say one thing well. Short captions suit quick updates; longer ones work when you’re teaching something or telling a story.
Should I use emojis?
A few can add warmth and help scanning. Too many make posts hard to read, especially for people using screen readers.
How many hashtags should I use?
A handful of specific, relevant hashtags usually does more than dozens of generic ones.
General information for U.S. businesses, not legal advice. Platform features and rules change often, so check the FTC’s guidance and each platform’s current policies before you act.
