CaptionsA business caption has a different job from a personal one. It must still sound like a person, but it also needs to say what you offer, to whom, and what the reader should do next. The best small-business captions are plain, specific and polite.
What every business caption needs
- What it is. "Fresh gulab jamun, made today" is better than "something sweet".
- Who it is for or when. "Orders for Sunday close on Friday night."
- One next step. Message us, visit us, call us. Not three of them.
Four sample shapes
New product: "New this week: hand-block printed cotton kurtas in three colours. Sizes S to XXL. Message us to order."
Offer: "Diwali box of dry fruits, packed on request. Orders open till the 28th."
Behind the scenes: "Six in the morning and the first batch is out of the oven. Thank you to everyone who ordered."
Customer thank-you: "Thank you to Priya for the lovely photo with her cake. We enjoy making these."
Always ask permission before you show a customer's photo or name.
Leave out
- Promises you cannot keep (best in town, guaranteed results).
- Prices that change often, unless you update the post.
- Personal phone numbers of staff or family.
- Medical or legal claims. These break advertising rules in India.
Keeping it honest
If you are paid to post about a product, the Advertising Standards Council of India expects you to say so clearly. We do not give legal advice; read the council's guidelines on influencer advertising before you start. For ready messages to answer customers, see the WhatsApp message templates.
Questions people ask
How often should a small business post?
Regular is better than frequent. Three useful posts a week that you can keep up are better than a daily post you stop after a month.