How To Write Instagram Headlines

Nothing says 🛑 Stop The Scroll 🛑 like an attention-grabbing headline. Well-written headlines capture the reader’s attention faster than their thumb can scroll. On the other hand, flat headlines will cost you eyes on your message — even if the rest of the content is inspired. On average, 8 out of 10 people will only read headline copy. That means two things.

1. It Is The Most Important Piece Of Copy

2. The Goal Of A Headline Is To Get People To Stop Scroll In Favor Of Reading On

Our attention spans are short! And there is a very small chance that people will make it to the rest of your content — blogs, Instagram posts, and otherwise — if your headline is a yawn. By the end of this article, you’ll learn all the tools to write an engaging Instagram headline.

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Instagram Headline Vs. Instagram Hook

As a former journalist, “Headlines” will forever remind me of gathering around a conference table in the newsroom, brainstorming catchy lines that would get people to pick up the morning’s paper.

It’s easier to think of the text on a graphic, photo, or video as the “headline” on social media. Either way, the goal is to make a first impression that entices readers to stick around.

If the headline's job is to stop the scroll, then the job of the first line of copy  (that is visible without clicking into the caption) is to entice the reader to keep reading. This is called a hook in a caption structure.

And yes, it has to be just as killer as the headline. Here you can put your headline into context with a relatable or thought-provoking line that makes them think, “tell me more!” 

Good Instagram caption hooks encourage people to stay on your post longer, read your message, and engage with your content. 

After The Headline: How To Write Engaging Instagram Captions

Elements Of A Great Instagram Headline

Most people don’t read. They skim. That’s why headlines determine the effectiveness of the entire piece of content, regardless if it’s an Instagram post, blog, or email subject line. Keep reading to learn the factors that make headlines engaging, plus copywriting writes to DIY your best Instagram headlines yet.

1. Answers a Specific Question: Think “How To”

2. Promises An Actionable Solution: Think “Step-By-Step Guide”

3. Sparks Curiosity: A headline that sparks curiosity doesn’t tell you exactly what the content talks about, but it can hint at a life-changing solution to address a reader’s question. You’re telling the readers why it's worth it to finish reading. Here is an example for each.

Scroll-Stopping Headline Examples For Instagram 

1. Answers a Specific Question

   • Exactly How Long It Takes For A Content Strategy To Work 

   Promises Actionable Solutions

• 4 Steps To Fall Asleep Faster

2. Sparks Curiosity

•  Social Media vs. Blogging: What's a Better Use Of Time?

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Copywriting Tips For Better Instagram Headlines

1. Using Numbers & Stats

Numbers in a headline instantly make the content to follow sound more creditable. In addition, research shows that readers will naturally assume that they will learn or benefit from following the advice in a numbered article—for example, 4 Ways To Improve Your Sleep instead of Ways To Improve Your Sleep.

One reason people like numbered headlines is that they’ll know what to expect. A lower number = a shorter read. The list format also taps into our preferred way of taking in and organizing information subconsciously. Information is processed spatially — an ideal format for lists. It is why we use shopping lists and to-do lists.

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2. Tap Into Emotions With Words

Click-worthy headlines are instantly relatable and strike a nerve with the reader. Copywriters rely on these “Power Words” to trigger a psychological or emotional response. Copywriters rely on these “Power Words” to trigger a psychological or emotional response. They're called “power words” because they are so persuasive that people can't help but be influenced by them. But power words aren't just for pros. Here are power word examples to make your Instagram headlines more impactful.

Authority Focused Power Words

• Badass

• Brilliant

• Catapult

• Charming

• Defying

• Dreamy

• Epic

• Exquisite

• Detailed

• Effective

• Essential

• Formula

• Greatness

• Impeccable

• Meticulous

• Must-Know

• Overcome

• Practical

• Recreate

• Replicate

• Proven

• Tested

• Tried-And-True

• Worth

• Ultimate

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Curiosity-Focused Power Words

• Awe-Inspiring

• Challenge

• Discover

• Extraordinary

• Hot Take

• Incredible

• Jaw-Dropping

• Latest

• Life-Changing

• Magic

• Miracle

• New

• Omen

• Popular

• Polarizing

• Remarkable

• Revolutionary

• Sensational

• Shocking

• Signs

• Spoiler

• Surprising

• Unexpected

• Strange

• Unbelievable

• Unusual

• Unpopular

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Productivity-Focused Power Words

• Cheat Sheet

• Easy

• Effortless

• Hack

• Painless

• Rules

• Savvy

• Simple

• Silly-Simple

• Step-by-Step

• Time-Saving

• Tricks

• Tweaks

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Swipe These Instagram Headline Writing Formulas

Six tried-and-true formulas for writing attention-grabbing headlines.

1. [Number] [Power Word] [Desired Solution]

   • Example: 5 Painless Ways To Make A Budget

2. How To [Overcome Pain Point/Reach Goal] The [Power Word] Way

   • How To Stick To A Budget — The Lazy Way

3. How To [Desired Outcome] [Number] [Power Word] Steps

   • How To Make A Budget In 4 Easy Steps

4. [One Featured Item In Your Offer Suite] vs. [Another Featured Item In Your Offer Suite]: What Should You Focus On [Time Element]?

   • Saving Money vs. Paying Debt: What Should You Focus On First?

5. How To [Desired Outcome] (Without [Unpleasant Action])

   • How To Budget Without Feeling Deprived

6. [Number] [Power Word] Reasons [Current Pain Point/Feeling Of Lack]

   • 3 Sneaky Reasons Budgeting Goes Awry

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How To Make Headline Writing Easier

Grab a pen and paper — or open a Google doc — and write down all the headlines and variations that come to mind (use the templates to guide you). Give yourself options. Look for ways to play up — or down — different angles of the main piece of content. I like to write more than one headline for every piece of content In fact; I usually write at least three headlines that sum up the point of the rest of the content in a compelling way.  

• One That Appeals To Emotion: "How To Stop Waking Up Drained"

• One That Uses Data/Numbers: “7 Science-Back Ways To Wake Up Refreshed”

• One That Offers An Actionable Solution: “Try This Tip For More Restful Sleep”

This copywriting exercise not only makes it so much easier to repurpose content by simply swapping out the headline, but you appeal to different buyer types with each iteration.

Great Instagram headlines are all about stopping the scroll. Paired with a content strategy designed to meet your business goals, this Instagram headline-writing formula will help get your message in front of the people who want to hear it most.