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:

1. What is the product, service, or topic — and is there a real number, testimonial, or case study available?
2. Which funnel stage? TOFU (awareness) / MOFU (consideration) / BOFU (conversion)
3. Which channel? Instagram / LinkedIn / TikTok / Facebook / X
4. What is the intended CTA and target length? (comment / click / DM / book / buy — short under 100 words / medium 100-200 / long over 200)

Principles