On every feed the decision to stop happens before the caption is visible. That leaves the first frame of a video, or the image itself, and the first line of text that shows before the fold.
Open on the interesting part
Cut the logo animation, the greeting and the establishing shot. Start on the moment that made you want to post it: the reveal, the before-and-after, the question. If a video has a great bit at 0:12, that bit is the opening now.
Write the first line last
- Finish the caption, then rewrite the first line as if it were the only line.
- Lead with the outcome or the surprise, never with the brand name.
- Test two openings on the same post a week apart and compare saves, not likes.
