Let’s talk captions.

You know, the thing you quickly throw together after choosing the perfect photo or video?

Well, they’re not just an afterthought anymore.

Right now, captions are one of the most important parts of your social media posts, and here’s why…

Social media platforms like Instagram and TikTok have evolved into mini search engines…

People aren’t just scrolling anymore—they’re searching for content directly in the app.

Think about it: when someone types “best coffee spots Sydney” into Instagram’s search bar, the platform isn’t just looking at hashtags or account names. It’s also pulling up posts where those words appear in captions.

Yep, captions are now crucial for discoverability. If you’re not optimising them, you’re missing out on being found by the right audience.

The Algorithm Loves SEO-Friendly Captions

Here’s the deal: algorithms are prioritising content that’s relevant.

They’re paying attention to keywords in your captions to figure out what your post is about and who to show it to.

Let’s break it down platform by platform, so you can see exactly how captions are being used by algorithms to prioritise content:

Instagram —What’s Working…

Instagram’s Explore page is no longer just about hashtags and trending content.

The platform has shifted to emphasise relevance, and captions are a key part of that. When a user searches for something specific, Instagram’s algorithm scans through captions to identify posts that match those search terms.

For example, if you’re running a café and post about “vegan breakfast options in Sydney,” using those exact words in your caption gives Instagram the context it needs to surface your post to someone searching for just that — It’s a powerful way to connect with users actively looking for content like yours.

On top of that, Instagram’s algorithm prioritises engagement.

Captions that spark likes, comments, shares, or saves send a signal to Instagram that your post is valuable and worth showing to even more people.

This is why creating captions that invite interaction—whether it’s through a question or a relatable anecdote—can make such a huge difference.

TikTok —What’s Working…

TikTok’s algorithm takes things a step further by grouping users based on shared interests.

It analyses the text in your video descriptions and captions to figure out what your content is about and who might want to see it. Think of it as TikTok creating little communities of users with similar tastes, then serving them content they’re most likely to enjoy.

For instance, if you’re a personal trainer posting workout tips, including phrases like “home fitness,” “glute exercises,” or “strength training” in your captions helps TikTok categorise your video correctly, making it more likely to show up on the For You pages of people who are already into fitness content.

TikTok also factors in watch time and engagement, so pairing those keyword-rich captions with compelling visuals keeps your content in circulation longer.

How to Write Captions That Work (Without Being Boring)

So, how do you write captions that do their job without sounding like a robot?

Use Keywords (But Make It Natural)
Start by thinking about what your audience is searching for. Are they looking for “eco-friendly skincare,” “easy dinner recipes,” or “best small business tips”? Weave those keywords into your caption in a way that feels conversational. For example, instead of forcing a phrase like “eco-friendly skincare products for glowing skin” into a sentence, try: “Looking for eco-friendly ways to keep your skin glowing? Here’s my top pick.”
Keep It Authentic
Nobody wants to read a robotic caption packed with keywords. Write the way you’d speak to your audience. Share a story, crack a joke, or just be real. People connect with authenticity, and the more relatable your captions are, the more likely they are to engage.
Ask Questions or Prompt Interaction
Captions are a two-way street. End your post with a question or call to action that invites your audience to interact. Think: “What’s your favorite vegan breakfast spot?” or “Tag a friend who needs to see this!” Engagement boosts your visibility, so don’t skip this step.
Don’t Skip Hashtags
Hashtags are still relevant, but they’re not the only way to get discovered. Use them as an extra layer of SEO by mixing popular and niche hashtags that align with your content. Think of them as breadcrumbs leading people to your post.

Captions Aren’t Optional Anymore

If you’ve been ignoring your captions or treating them as an afterthought, now’s the time to rethink your approach. They’re no longer just a nice addition to your visuals—they’re the bridge between your content and the audience you want to reach.

So, the next time you post, don’t just slap on a few words and call it a day.

Put thought into your captions. Optimise them for SEO, make them engaging, and use them to tell your story.

And if all this still feels overwhelming? That’s where I come in. Let’s chat.

With love, Lauren xx

Why Your Captions Matter More Than Ever (It’s All About SEO)