INSTAGRAM CHARACTER LIMITS
Photo Credit: Toni Hukkanen
I can’t be the only one who struggles with writing the perfect caption on Instagram.
Do I write a novel? What about a quote? A Drake lyric perhaps? Ugh, fine, I’ll just put an emoji.
As if writing the perfect caption isn’t hard enough, I also struggle with knowing how much to write. Will my community even read this? What is the perfect length that engages the audience?
Welp, I’ve put together this guide with ALL the character limits on Instagram and the ideal lengths that will engage your community.
Check it out.
Photo Credit: Jason Leung
While your photos and videos are the star of any Instagram post, captions provide CONTEXT.
You’ll notice that most large brands and product based businesses have shorter captions, while service based businesses provide more copy.
MAX // 2,200
IDEAL // 138-150 (product-based), 150+ (service-based)
NOTE // Captions truncate (aka get cut off) at 125 characters. If you are writing longer form captions, make sure to include the most important information first.
PRO TIP // Include a direct or indirect call to action (CTA) in every caption (beginning or end is ideal) to maximize engagement.
Direct CTA Example: “Link in Bio for more information”. You are asking a question and directing your audience on the action you’d like them to take.
Indirect CTA Example: “We’re totally obsessed with collagen powder”. This type of statement invites an opinion and triggers your audience to decide if they agree or disagree.
HANDLE + NAME
INSTAGRAM HANDLE | 30 Characters
Try to make this consistent with your other platforms (if available) so it’s easy for people to find you on social.
INSTAGRAM NAME | 30 Characters
This shows up right above your bio on your feed and right below your handle in search.
We recommend making this different than your handle. It is 30 extra characters you can use OUTSIDE of your bio to explain who you are or what you do.
For example, if you’re a service based brand you might consider adding your name here like so;
Name: by Sasha Fierce
Photo Credit: @thewolfe.co
INSTAGRAM BIO | 150 Characters
A good bio should reflect the type of content on your feed and vice versa.
It typically includes the following format; what you do, who you are, freebie/call to action, a link, hashtags, location
Category: Dancer (this can be setup through facebook if you have a business account)
Dance moves and #choreography [WHAT]. Julliard trained. Self made [WHO]. Join a class in your city [CTA]
Toronto, ON [LOCATION]
Note: you will only be able to add a location if you have a business account
HASHTAGS + MENTIONS
Photo Credit: @everygirlboss
Get found on Instagram using the RIGHT hashtags that YOUR audience is searching for. Do some research on Instagram itself and look for popular hashtags that relate to your content + industry.
A mix of larger hashtags (500K+) and more specific hashtags (-500K) is what you’re looking for.
Two places you can add hashtags; on your post (in caption OR in comments) and Instagram stories.
POSTS | 30 Hashtag Limit
If you’re a growing brand maximize the number of hashtags (20 specific, 10 larger). Larger brands should aim to use 5-10 hashtags.
STORIES | 10 Hashtag Limit
Use hashtags in your stories. I cannot stress this enough. It is recommended that you shrink/hide the hashtags in your stories -- mainly for aesthetic purposes.
TAGS + MENTIONS
Photo Credit: rawpixel
Tags and mentions are the same thing and something you definitely want to utilize on Instagram. Let other accounts know about your new content, tag your friends and share with your community.
Two areas you can add mentions/tags on Instagram;
CAPTIONS/COMMENTS | 5 Tag Limit
You are allowed to mention/tag up to five accounts in any caption or comment.
ON THE POST | 20 Tag Limit
You can now tag up to 20 accounts on your image posts. Please note, you cannot tag video posts, but can include those mentions within the caption.
PRO TIP: tagging and mentioning accounts on your image posts will add your post to that accounts “tagged photos” section which is visible to that accounts followers. This will increase your exposure, if you’re tagging larger accounts. Note: do not abuse this feature by tagging the same account(s) in everyone of your posts.
DMs + ADs
Photo Credit: Bence Boros
DMs | 500 Characters
This limit, along with the BIO is probably the only one that really annoys me. Sometimes you just gotta tell your gal pals a STORY and 500 characters is simply not enough.
ADS | 125 Characters
Facebook (you’ll use Facebook Ad Manager to manage your Instagram ads outside of boosted/promoted posts which can be done right through Instagram) recommends capping your captions for Instagram Ads at 125 characters. That’s enough so that the text doesn’t get truncated, and shows up fully on smaller screen sizes.
“THERE IS NO REWARD WITHOUT RISK, BISH.”
Photo Credit: @thewolfe.co