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caption-writer

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Original

English
🇨🇳

Translation

Chinese

Caption Writer

社交媒体文案撰写技能

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Use when

适用场景

  • Writes social media captions for any platform from a brief. Generates 3 variations — short, medium, and long — with a hashtag set for each. Invoke when the user says "write a caption", "write captions for", "I need post copy for", "draft some caption options", or when a content brief is provided and the user needs caption text. Also invoke when working through a content calendar and post copy is needed for specific items.
  • Use this skill when it is the closest match to the requested deliverable or workflow.
  • 根据需求为任意平台撰写社交媒体文案。生成短、中、长三种版本，每个版本搭配一组专属话题标签。当用户说出“写一条文案”“为……写文案”“我需要帖子文案”“草拟几个文案选项”，或者提供内容需求并需要文案文本时，可调用此技能。此外，在制定内容日历、需要为特定内容撰写帖子文案时也可调用。
  • 当此技能与用户要求的交付成果或工作流程最匹配时使用。

Do not use when

不适用场景

  • Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
  • Do not use it when another skill in this repository is clearly more specific to the requested deliverable.
  • 请勿将此技能用于图形设计、视频制作、软件开发或超出本知识库规定范围的法律咨询。
  • 当知识库中另有其他技能明显更贴合用户要求的交付成果时，请勿使用此技能。

Workflow

工作流程

  1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
  2. Follow the section order and decision rules in this 
    SKILL.md
    ; do not skip mandatory steps or required fields.
  3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.
  1. 在草拟文案前收集所需输入信息或素材，除非此技能明确说明可自行生成所需信息。
  2. 遵循本
    SKILL.md
    中的章节顺序和决策规则；请勿跳过必要步骤或必填字段。
  3. 根据质量标准审核草稿，然后以markdown格式交付最终输出，除非技能指定其他格式。

Anti-Patterns

反模式

  • Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
  • Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
  • Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.
  • 请勿编造未提供或无法从现有证据中明确推断出的客户事实、业绩数据、预算或审批信息。
  • 请勿为了缩短输出内容而跳过必填输入、必要章节或质量检查。
  • 请勿偏离工作范围，涉足代码实现、设计制作或无依据的法律结论等工作。

Outputs

输出成果

  • The requested copy asset or idea set in markdown, written to publish, review, or adapt without major rework.
  • 以markdown格式呈现的所需文案资产或创意集合，可直接用于发布、审核或调整，无需大幅修改。

References

参考资料

  • Use the inline instructions in this skill now. If a 
    references/
    directory is added later, treat its files as the deeper source material and keep this 
    SKILL.md
    execution-focused.
  • Read 
    references/cta-and-platform-hooks.md
    when the caption needs sharper hooks, better CTA wording, or cleaner platform-specific commitment levels.
  • Read 
    ../premium-commercial-writing/SKILL.md
    when captions must support premium positioning, executive buyers, high-ticket offers, or stronger proof and value framing.
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  • 当前使用本技能中的内嵌说明。若后续添加
    references/
    目录，需将其中文件作为深度素材来源，并保持本
    SKILL.md
    以执行为核心。
  • 当需要更吸睛的钩子、更优质的CTA措辞或更清晰的平台专属承诺级别时，阅读
    references/cta-and-platform-hooks.md
    。
  • 当文案需支持高端定位、高管受众、高价产品/服务或更有力的证明与价值框架时，阅读
    ../premium-commercial-writing/SKILL.md
    。
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How to Use This Skill

如何使用此技能

Collect the Required Input below. Generate 3 caption variations per request — labelled Short, Medium, and Long — each with a distinct approach, appropriate hashtag set, and platform-specific formatting. Apply British English throughout. Do not reuse the same hook across variations — each must be genuinely different in structure and tone.
When the post supports a premium offer, executive audience, high-ticket service, or trust-sensitive category, apply 
premium-commercial-writing
before finalising. The caption should create value, show proof or judgement, and ask for a next step without sounding desperate or discount-led.
收集以下必填信息。每份请求生成3种文案版本——标注为短版、中版、长版——每个版本采用不同的撰写思路、匹配的话题标签组，并遵循平台专属格式。全程使用英式英语。不同版本请勿重复使用相同钩子——每个版本在结构和语气上必须真正不同。
当帖子用于推广高端产品/服务、面向高管受众、高价服务或信任敏感类别的内容时，在定稿前应用
premium-commercial-writing
技能。文案应创造价值、展示证明或专业判断，并明确引导下一步行动，避免显得急切或依赖折扣。

Required Input

必填信息

Ask for the following before writing:
  • Client name / brand name — the business publishing the post
  • Industry — sector (e.g. food and beverage, retail, professional services)
  • Country / city — default Uganda/East Africa
  • Primary goal — what the caption should achieve (awareness / engagement / enquiries / sales)
  • Platform — Instagram / Facebook / LinkedIn / TikTok / WhatsApp broadcast / X (Twitter)
  • Content type — photo / video / carousel / text post / Reel / Story
  • Topic — what the post is about (one sentence)
  • Key message — the single most important thing the audience should take away (one sentence)
  • CTA — what the audience should do after reading (one clear action)
  • Tone — professional / conversational / aspirational / educational (or specific brand tone words)
  • Any keywords or phrases to include — mandatory phrases, product names, or campaign lines
  • Any banned vocabulary — from 04-brand-voice-intake if available
撰写前需询问以下内容：
  • 客户名称/品牌名称 —— 发布帖子的企业
  • 行业 —— 所属领域（如餐饮、零售、专业服务）
  • 国家/城市 —— 默认乌干达/东非
  • 核心目标 —— 文案需达成的目标（品牌认知/用户互动/咨询转化/产品销售）
  • 平台 —— Instagram / Facebook / LinkedIn / TikTok / WhatsApp广播 / X（Twitter）
  • 内容类型 —— 图片/视频/轮播帖/纯文本帖/Reel/快拍
  • 主题 —— 帖子内容主题（一句话描述）
  • 核心信息 —— 受众需获取的最重要信息（一句话描述）
  • CTA —— 受众阅读后需执行的明确行动
  • 语气 —— 专业/口语化/励志/教育性（或特定品牌语气词汇）
  • 需包含的关键词或短语 —— 强制要求的短语、产品名称或活动标语
  • 禁用词汇 —— 若有
    04-brand-voice-intake
    文件，需遵循其中规定

Platform-Specific Rules

平台专属规则

Apply these conventions when generating captions. Do not blend conventions across platforms.
生成文案时需遵循以下规范，请勿跨平台混用规范。

Instagram

Instagram

  • Hook in the first line — the first 125 characters appear before the "more" cut; everything depends on this line
  • Use line breaks between paragraphs — Instagram compresses unbroken text
  • Conversational or aspirational tone depending on the brand
  • Optimal length: 125–150 characters for maximum reach; up to 300 words for educational or storytelling content
  • Hashtags: 5–10, placed at the end of the caption or noted as suitable for first comment; mix niche, community, and 1–2 branded tags
  • No more than 2 emojis in the hook line
  • 首行设置钩子——前125字符会显示在“查看更多”截断前；文案效果全靠此句
  • 段落间使用换行——Instagram会压缩无换行的文本
  • 根据品牌调性选择口语化或励志语气
  • 最佳长度：125–150字符以获得最大曝光；教育类或故事类内容最多300词
  • 话题标签：5–10个，置于文案末尾或标注适合放在第一条评论中；混合细分领域、社群标签及1–2个品牌专属标签
  • 钩子行中表情符号不超过2个

Facebook

Facebook

  • Warm, community-focused tone; question-based CTAs perform well ("Have you tried this? Let us know below")
  • Optimal length: 40–80 characters for highest organic reach; up to 250 words for storytelling or event posts
  • If the post includes a link, include it in the caption text — not only in the link preview
  • Hashtags: 1–3 maximum; Facebook hashtags add limited discoverability — use sparingly
  • Write as if speaking to a neighbour, not an audience
  • 温暖、社群导向的语气；提问式CTA表现更佳（如“你试过这个吗？在下方留言告诉我们”）
  • 最佳长度：40–80字符以获得最高自然曝光；故事类或活动帖最多250词
  • 若帖子包含链接，需将链接放在文案正文中——不能仅放在链接预览中
  • 话题标签：最多1–3个；Facebook话题标签的发现价值有限——谨慎使用
  • 撰写时如同与邻居交谈，而非面向受众演讲

LinkedIn

LinkedIn

  • Professional, evidence-based, direct
  • First 2 lines carry the entire weight — they appear before the "see more" cut; make them count
  • No emoji overuse — 0–2 per post, purposeful only
  • Optimal length: 150–300 words for engagement; 50–100 words for reach-focused posts
  • Hashtags: 3–5 maximum, placed at the end; industry-relevant only — never generic tags
  • No buzzwords — no "synergy", "leverage", "game-changing", "disruptive"
  • 专业、基于证据、直接明了
  • 前两行至关重要——会显示在“查看更多”截断前；务必重视
  • 请勿过度使用表情符号——每帖0–2个，且需有明确用途
  • 最佳长度：150–300词以提升互动；50–100词以提升曝光
  • 话题标签：最多3–5个，置于末尾；仅使用行业相关标签——切勿使用通用标签
  • 禁用流行术语——如“synergy（协同）”“leverage（利用）”“game-changing（颠覆性）”“disruptive（突破性）”

TikTok

TikTok

  • Punchy, casual, hooks the first scroll — caption is secondary to the video but still matters
  • Optimal length: 100–150 characters
  • CTA drives comments: "Comment 'YES' if this resonates" / "Tell me in the comments"
  • Hashtags: 3–5 — 1 niche + 1 trending or broad + 1 branded; placed at end or woven naturally into text
  • Conversational tone; can be playful — match the energy of the video
  • 简洁有力、轻松随意，第一时间抓住用户注意力——文案虽为视频辅助，但仍很重要
  • 最佳长度：100–150字符
  • CTA引导评论：如“如果感同身受请评论‘YES’”/“在评论区告诉我”
  • 话题标签：3–5个——1个细分领域标签+1个热门或宽泛标签+1个品牌标签；置于末尾或自然融入文本
  • 口语化语气；可带有趣味性——匹配视频的活力

WhatsApp Broadcast

WhatsApp广播

  • Personal and direct — write as if to one person you know
  • Open with "Hi [first name]" or equivalent warm greeting
  • Short paragraphs — one idea per paragraph; easy to read on a small screen
  • No hashtags
  • One clear action: reply / click link / visit store — not multiple options
  • Optimal length: under 150 words; every word must earn its place
  • 个性化且直接——如同写给一位认识的人
  • 以“嗨[名字]”或类似温暖问候开头
  • 短段落——每段一个观点；便于在小屏幕上阅读
  • 不使用话题标签
  • 明确单一行动：回复/点击链接/到店——不要给出多个选项
  • 最佳长度：150词以内；每个词都要有存在的价值

X / Twitter

X / Twitter

  • Punchy, take a position, conversational
  • 240–280 characters for a single post; use thread format for longer content (indicate thread breaks with 1/, 2/, etc.)
  • 1–2 hashtags maximum; weave them naturally into the text — do not stack them at the end
  • Hook with a take or observation, not an announcement
  • Conversational, opinionated, direct — not corporate
  • 简洁有力、表明立场、口语化
  • 单帖240–280字符；较长内容使用线程格式（用1/、2/等标注分段）
  • 最多1–2个话题标签；自然融入文本——不要堆叠在末尾
  • 以观点或观察作为钩子，而非公告
  • 口语化、有态度、直接——避免企业化风格

Caption Quality Standards

文案质量标准

Apply to every variation before outputting:
  • Hook must work as a standalone sentence that creates curiosity or compels action
  • One CTA per caption — never two competing actions
  • British English: organisation, colour, programme, behaviour, analyse, recognise, centre, enquiry
  • No banned vocabulary: leverage, game-changing, groundbreaking, revolutionary, delve, tapestry
  • No filler phrases: "in today's world", "it's important to note", "at the end of the day", "we are excited to announce"
  • Consistent with brand tone (from 04-brand-voice-intake if provided)
  • Active voice throughout — not "great service is offered by us" but "we offer great service"
输出前需为每个版本应用以下标准：
  • 钩子需可独立成句，能引发好奇心或促进行动
  • 每个文案仅包含一个CTA——切勿出现两个相互冲突的行动
  • 英式英语拼写：organisation（组织）、colour（颜色）、programme（项目）、behaviour（行为）、analyse（分析）、recognise（认可）、centre（中心）、enquiry（咨询）
  • 禁用词汇：leverage、game-changing、groundbreaking、revolutionary、delve、tapestry
  • 禁用填充语：“在当今世界”“需要注意的是”“归根结底”“我们很高兴宣布”
  • 符合品牌语气（若提供
    04-brand-voice-intake
    文件则需遵循）
  • 全程使用主动语态——如“我们提供优质服务”而非“优质服务由我们提供”

EA-Specific Hashtag Communities

东非专属话题标签社群

Suggest relevant tags from this list when generating hashtag sets for Uganda/EA clients:
Uganda-specific: #UgandaTwitter #MadeInUganda #KampalaLife #UgandaEntrepreneur #BuyUgandaBuildUganda #DiscoverUganda #KampalaEats #KampalaFashion #UgandaFood #UgandaTech
East Africa regional: #EastAfricaBusiness #NairobiTwitter #EastAfricaCreatives #NairobiBusiness #DarEsSalaamBusiness #EastAfricaHealth #MadeInKenya
Pan-African: #AfricanEntrepreneur #MadeInAfrica #AfricanWomenInBusiness #AfricaRising #SMEAfrica #StartupAfrica #BlackOwnedBusiness #SocialEnterprise
Select and combine: 1–2 local/city tags + 1–2 niche industry tags + 1–2 community tags for most platforms. Adjust count to match platform conventions above.
为乌干达/东非客户生成话题标签组时，可从以下列表中选择相关标签：
乌干达专属： #UgandaTwitter #MadeInUganda #KampalaLife #UgandaEntrepreneur #BuyUgandaBuildUganda #DiscoverUganda #KampalaEats #KampalaFashion #UgandaFood #UgandaTech
东非区域： #EastAfricaBusiness #NairobiTwitter #EastAfricaCreatives #NairobiBusiness #DarEsSalaamBusiness #EastAfricaHealth #MadeInKenya
泛非： #AfricanEntrepreneur #MadeInAfrica #AfricanWomenInBusiness #AfricaRising #SMEAfrica #StartupAfrica #BlackOwnedBusiness #SocialEnterprise
选择组合：多数平台需搭配1–2个本地/城市标签 + 1–2个细分行业标签 + 1–2个社群标签。根据上述平台规则调整标签数量。

Output Format

输出格式

For each caption request, output in this structure:
CAPTION — [Platform] | [Content Type] | [Brand Name]
SHORT VARIATION Approach: [describe the hook strategy — e.g. question-led / bold statement / curiosity gap]
[Caption text — short version]
Hashtags: [hashtag set appropriate to platform and count]
MEDIUM VARIATION Approach: [describe the hook strategy — different from Short]
[Caption text — medium version]
Hashtags: [hashtag set]
LONG VARIATION Approach: [describe the hook strategy — different from Short and Medium]
[Caption text — long version]
Hashtags: [hashtag set]
NOTES FOR THIS POST:
  • [Any platform-specific recommendation — e.g. "For Instagram, consider placing hashtags in the first comment to keep the caption clean"]
  • [Any timing recommendation if relevant — e.g. "Post between 7–9pm EAT for highest Facebook reach among Kampala audiences"]
  • [Flag if the brief contained ambiguity — e.g. "CTA was not specified — assumed WhatsApp link. Confirm before scheduling."]
每份文案请求需按以下结构输出：
文案 — [平台] | [内容类型] | [品牌名称]
短版文案 撰写思路：[描述钩子策略——如提问式/大胆陈述/好奇心缺口]
[短版文案文本]
话题标签： [符合平台要求数量的标签组]
中版文案 撰写思路：[描述钩子策略——与短版不同]
[中版文案文本]
话题标签： [标签组]
长版文案 撰写思路：[描述钩子策略——与短版和中版均不同]
[长版文案文本]
话题标签： [标签组]
本帖注意事项：
  • [平台专属建议——如“对于Instagram，建议将话题标签放在第一条评论中，保持文案整洁”]
  • [相关发布时间建议——如“在东非时间晚7–9点发布，可获得坎帕拉地区Facebook用户的最高曝光”]
  • [若需求存在歧义需标注——如“未指定CTA——默认使用WhatsApp链接。排期前请确认。”]

Example Application (Uganda — Food and Beverage)

应用示例（乌干达——餐饮行业）

Brief: Platform: Instagram | Content type: Photo | Topic: New seasonal menu launch | Key message: Fresh, locally sourced ingredients | CTA: Visit the restaurant this weekend | Tone: Warm, aspirational | Brand: Nakibuuka Kitchen
SHORT VARIATION Approach: Bold statement — leads with the product benefit, not the announcement
Fresh food tastes different when it travels 12 kilometres, not 1,200.
Our new seasonal menu is here — every ingredient sourced within Central Uganda. Come taste the difference this weekend.
🔗 Reserve your table via the link in bio.
Hashtags: #NakibuukaKitchen #KampalaEats #MadeInUganda #UgandaFood #FarmToTable
MEDIUM VARIATION Approach: Question-led — draws the reader into a shared experience before revealing the offer
When did you last eat a meal where you knew exactly where every ingredient came from?
Our new seasonal menu answers that question. Every vegetable, every grain, every cut of meat — sourced from farms within Central Uganda. Fresher. Better. Ours.
The menu changes with the season. This one is available until the end of April.
Visit us at [location] this weekend. Reservations via the link in bio.
Hashtags: #NakibuukaKitchen #KampalaEats #UgandaFood #MadeInUganda #FarmToTable #KampalaLife #DiscoverUganda
LONG VARIATION Approach: Story-led — opens with a behind-the-scenes narrative before the offer
Every Thursday morning, our kitchen team drives out to Wakiso District.
Not to shop at a supermarket. To collect directly from the farmers we have worked with for three years — the people who grow our tomatoes, harvest our plantain, and raise the free-range poultry that has been on our menu since we opened.
This week, we launched our new seasonal menu. It is the freshest one we have made.
Every dish reflects what is ready right now — not what is convenient. That means the flavours change. The menu changes. And the meals you eat here in April will taste different from the ones you enjoyed in January.
We think that is exactly as it should be.
Come and eat with us this weekend. Bring someone who has not been before.
Reservations: link in bio. Walk-ins welcome before 1pm.
Hashtags: #NakibuukaKitchen #KampalaEats #UgandaFood #MadeInUganda #FarmToTable #KampalaLife #DiscoverUganda #UgandaEntrepreneur
需求： 平台：Instagram | 内容类型：图片 | 主题：新季节菜单发布 | 核心信息：采用新鲜本地食材 | CTA：本周末到店用餐 | 语气：温暖、励志 | 品牌：Nakibuuka Kitchen
短版文案 撰写思路：大胆陈述——突出产品优势而非发布公告
新鲜食材的口感截然不同，当它只运输12公里，而非1200公里时。
我们的新季节菜单已上线——所有食材均来自乌干达中部地区。本周末来品尝这份不同。
🔗 通过主页链接预订座位。
话题标签： #NakibuukaKitchen #KampalaEats #MadeInUganda #UgandaFood #FarmToTable
中版文案 撰写思路：提问式——引导读者产生共鸣后再推出产品
你上次吃一顿能明确说出每一种食材来源的饭菜是什么时候？
我们的新季节菜单给出了答案。每一份蔬菜、每一粒谷物、每一块肉——均来自乌干达中部的农场。更新鲜、更美味、专属我们的味道。
菜单随季节变化。本季菜单有效期至4月底。
本周末前往[门店地址]用餐。通过主页链接预订座位。
话题标签： #NakibuukaKitchen #KampalaEats #UgandaFood #MadeInUganda #FarmToTable #KampalaLife #DiscoverUganda
长版文案 撰写思路：故事式——以幕后叙事开篇再推出产品
每周四清晨，我们的厨房团队都会驱车前往瓦基索区。
不是去超市采购。而是直接从我们合作了三年的农场收集食材——那些种植我们的番茄、收获我们的大蕉、饲养我们自开业以来就出现在菜单上的散养家禽的农户。
本周，我们推出了新季节菜单。这是我们制作过的最新鲜的菜单。
每道菜都反映了当下应季的食材——而非便利获取的食材。这意味着风味会变化，菜单会变化。你在四月吃到的饭菜，会和一月吃到的截然不同。
我们认为这才是正确的方式。
本周末来和我们一起用餐。带一位从未来过的朋友。
预订：主页链接。下午1点前接受到店用餐。
话题标签： #NakibuukaKitchen #KampalaEats #UgandaFood #MadeInUganda #FarmToTable #KampalaLife #DiscoverUganda #UgandaEntrepreneur

Human Authenticity Gate

人工真实性审核

All content produced using this skill must pass through the 
ai-content-humaniser
before client delivery. AI-generated or AI-assisted captions must meet the Golden Rule: every caption must look, feel, and sound as if it was crafted by the most skilled human copywriter with deep knowledge of the target audience and their cultural context. Generic, flat, or culturally misaligned output is not acceptable regardless of how efficiently it was produced.
使用此技能生成的所有内容在交付给客户前，必须通过
ai-content-humaniser
审核。AI生成或辅助生成的文案必须符合黄金准则：每一条文案看起来、感觉起来、听起来都必须像是由最资深的人类文案撰写师创作的，且该撰写师对目标受众及其文化背景有深入了解。无论生成效率如何，通用化、平淡化或文化不符的输出均不可接受。

Quality Criteria

质量检查清单

  • Each variation genuinely differs in length and approach — not the same caption padded or shortened
  • Hook line of each variation is distinct and compelling — three different strategies, not three versions of the same opener
  • CTA is clear, specific, and matches platform convention (one action only)
  • Hashtag count and placement match the platform rules specified in this skill
  • No banned vocabulary in any variation
  • British English spelling throughout all variations
  • Tone matches the brand descriptor provided in the brief
  • Output format follows the structure above — labelled, consistent, ready to copy
  • Premium or high-ticket captions show specificity, proof, and value before asking for action
  • 每个版本在长度和撰写思路上真正不同——并非同一文案的扩充或精简
  • 每个版本的钩子独特且有吸引力——三种不同策略，而非同一开场白的三种版本
  • CTA清晰、具体且符合平台规范（仅一个行动）
  • 话题标签的数量和位置符合本技能中的平台规则
  • 所有版本均无禁用词汇
  • 所有版本均使用英式英语拼写
  • 语气符合需求中提供的品牌描述
  • 输出格式遵循上述结构——标注清晰、格式统一、可直接复制使用
  • 高端或高价产品/服务的文案在引导行动前，先展示具体细节、证明和价值