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Captions can be used to push users to share posts or to make a purchase.  

Recent changes to Instagram’s algorithm ensures that posts on the platform are served depending on the engagement rate. This rate is now based on likes, comments and shares. It goes beyond just considering follower count.  

This makes it essential to have posts with engaging captions. A post could intend to push the user to visit a brand's website, purchase a product or share a post. Adding a call-to-action (CTA) can encourage the audience to take those actions. Similarly, asking a question may also push users to engage with a post. 

Since Instagram shortens captions beyond the third or fourth line, the “hook” should be in the first sentence. Captions could also include useful tips and tricks as a value-add to increase the likelihood of the post being shared or bookmarked.

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[17 minute read]

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