THE FRAMEWORK FOR SCROLL-STOPPING CAPTIONS

In a world where attention lasts less than a TikTok trend… your content needs to hit. Fast.

You don’t need a novel. You need a caption that slaps — one that stops the scroll and makes people say: “Hold up. This is for me.”

Introducing the MVP of social copy: Hook. Tell. Ask.

Three moves. No fluff. All impact.

1. HOOK - Steal their attention (politely… or not)

That first line? Everything.

If your caption starts with “Let me tell you something…” they’re already gone. The hook is the line that punches through the noise like a headline with FOMO.

Examples that work

• “You’re doing this wrong on social media (and it’s costing you).”

• “The hack we used to triple engagement — no ad spend.”

• “Yes, Reels are dying. Here’s what’s next.”

Keys to a strong hook

• Curiosity + value

• Keep it short + sharp

• Ask bold questions or say something unexpected

2. TELL - Share something that actually matters

You’ve got their attention — don’t lose it

The Tell is the heart of the caption. But this isn’t the time to sell. It’s where you educate, entertain, or spark connection.

Example

“Brands are pumping out Reels thinking ‘more video = more reach.’ But Instagram’s algorithm changed. Now, it favours real interaction. Instead of posting just to post, create content that gets people to talk.”

Tips for a good “Tell”

• Sound like a real human (ditch the corporate voice)

• Get to the point — no one’s got time for fluff

• Give them value: a quick insight, story, or mindset shift

3. ASK - Open the convo (not the hard sell)

Ending your caption without a CTA? Rookie mistake.

The Ask invites people to respond, reflect, or react. Make it feel like a DM, not a billboard.

Simple but powerful asks

• “Have you noticed your reach dropping too? Tell me below.”

• “Ever tried this with your brand? I’m curious.”

• “Would you do it or nah? Drop a 💬”

Pro tip: The more casual + emotional your Ask, the more comments you’ll spark — and yep, the algorithm loves that.

Your caption formula in 3...2...1...

Let’s break it down one more time:

1. Hook: Grab attention like you’re the last reel standing.

2. Tell: Deliver something real, fast.

3. Ask: Spark that convo and keep it flowing.

Sounds simple? It is. But only if you practice.

This framework works for any brand, industry, or vibe — from skincare to SaaS to (yep) a digital agency like us.