Caption length is a Brand Kit preference. Pick the band that fits your audience and the planner writes to it across every post, on both Instagram and Facebook.

TABLE OF CONTENTS

  • Where to set it
  • Which length to pick
  • Same setting, both platforms
  • Changing your mind
  • Frequently Asked Questions

Where to set it

  1. Open Brand Kit.
  2. Find the Caption preferences section.
  3. Pick one of three options:
    • Concise, under roughly 80 characters. A hook plus one line.
    • Normal, 80 to 150 characters. A hook, a little context, and an invitation to act.
    • Verbose, 150+ characters. Hook, story, context, payoff, and CTA.
  4. Save.

Which length to pick

There is no universal best length. Pick based on your vertical and audience:

  • B2C beauty, wellness, fashion, lifestyle: Verbose tends to win. Buyers read longer captions when the story feels personal.
  • B2B SaaS, professional services, consultancies: Concise. Decision makers scroll fast and reward clarity.
  • Restaurants, cafes, hospitality: Normal. Enough to set the mood without burying the booking link.
  • Ecommerce with strong visuals: Concise or Normal. The product does the heavy lifting.
  • Coaches, creators, personal brands: Verbose. Story is the product.

Same setting, both platforms

The length preference applies equally to your Instagram caption and your Facebook caption. If you want Facebook longer or shorter than Instagram on a single post, request a regeneration on that post and note it in the feedback box.

Changing your mind

Pick a new option, save. The next batch generated will write to the new length. Posts already in your review queue keep their original length unless you regenerate them.

Frequently Asked Questions

  1. Will my hashtags count toward the caption length?
    The length is the body of the caption. Hashtags are added separately.
  2. Can I set per pillar lengths?
    Not directly, but you can regenerate posts on a specific pillar with the length you want.
  3. What length do most successful brands use?
    Verbose for personal brands and lifestyle, Concise for B2B. There is no universal answer.