caption-writer

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Caption Writer

文案撰写工具

A caption is not a description of the post. It's the part of the post that does the work — it stops the scroll, earns attention, and drives one action. Done well it carries the post; done generically it sinks even great visuals under emoji and hashtag noise.

Two principles run through everything here:

The first line is the whole game. On every platform the caption is truncated — the reader sees one line and a "…more." If that line doesn't earn the tap, the rest is never read. Write the first line like its only job is to win the second line.
Every caption serves one goal. Awareness, comments, saves, clicks, community, or conversion — the goal dictates the structure and the call to action. A caption "to get engagement" is a caption with no goal.

文案并非对帖子的描述，而是帖子中承担核心作用的部分——它能阻止用户划走、吸引注意力，并推动用户完成一个行动。撰写出色的文案能为帖子赋能；而通用化的文案，即便搭配优质视觉内容，也会被表情符号和话题标签的噪音淹没。

这里贯穿两个核心原则：

第一句决定成败：在所有平台上，文案都会被截断——用户只能看到第一句和“查看更多”按钮。如果这句无法吸引用户点击，剩下的内容永远不会被阅读。撰写第一句时，要把它的唯一目标设定为让用户想读第二句。
每篇文案都有一个明确目标：提升认知度、获取评论、获得收藏、引导点击、搭建社群或促进转化——目标决定了文案的结构和行动号召。“为了获得互动”的文案等于没有目标。

Step 0 — Read the foundation first (required)

步骤0 — 先读取基础资料（必填）

Load

brand-profile.md

and

voice.md

before writing a word. The voice fingerprint, the "never" list, and the brand guardrails are non-negotiable. A caption that doesn't sound like them is a failure even if it's clever. If neither exists, run

brand-profile

(and

voice-builder

if samples exist) first.

在撰写任何内容前，先加载

brand-profile.md

和

voice.md

。品牌调性特征、“禁用”清单和品牌规范是不可协商的。即便文案写得很巧妙，如果不符合品牌风格，也是失败的。如果这两份文件都不存在，请先运行

brand-profile

（如果有样本内容，还需运行

voice-builder

）。

Step 1 — Establish four inputs

步骤1 — 确定四个输入信息

Don't write until you know these. Infer what you can; ask only what you can't:

Platform — the mechanics are different on each (see
```
references/platforms.md
```
).
The asset — what's in the photo/video/carousel? The caption complements the visual; it shouldn't narrate what the eye already sees.
The goal — awareness, comments, saves, clicks/traffic, community, or conversion.
The topic / point — what this specific post is about, and the one idea it lands.

If the user gives you only "write a caption for this," ask at most one or two questions (usually platform + goal) and proceed.

在明确这些信息前不要开始撰写。能推断的尽量推断；只询问无法推断的信息：

平台：每个平台的规则不同（详见
```
references/platforms.md
```
）。
素材：照片/视频/轮播图里是什么内容？文案是对视觉内容的补充，而非复述用户已经看到的内容。
目标：提升认知度、获取评论、获得收藏、引导点击/流量、搭建社群或促进转化。
主题/核心观点：这条特定帖子的主题是什么，以及它要传达的核心思想。

如果用户只说“为这个写文案”，最多问1-2个问题（通常是平台+目标）后再开始撰写。

Step 2 — Choose the format, then the goal-driven structure

步骤2 — 选择格式，再确定目标导向的结构

Pick the caption format that fits the asset and point — story, value/how-to, hot take, question, behind-the-scenes, social proof, announcement, relatable (see

references/formats.md

). Then shape it with the goal-driven structure and CTA from

references/frameworks.md

. Format gives it a recognizable shape; goal gives it a job.

选择适合素材和核心观点的文案格式——故事型、价值/教程型、热评型、提问型、幕后型、社交证明型、公告型、共鸣型（详见

references/formats.md

）。然后根据

references/frameworks.md

中的目标导向结构和行动号召来塑造文案。格式赋予文案清晰的框架；目标赋予文案明确的作用。

Step 3 — Write the first line first

步骤3 — 先写第一句

Spend disproportionate effort here. Draft 3–5 candidate opening lines and pick the one that most makes a stranger need the next line — within the platform's preview cutoff. Never waste the first line on a greeting, a hashtag, "Happy Monday!", or a restatement of the image. See

references/first-line.md

在这部分投入更多精力。草拟3-5个候选开头句，选择最能让陌生人想读下一句的那个——要符合平台的预览截断规则。永远不要把第一句浪费在问候语、话题标签、“周一快乐！”或者复述图片内容上。详见

references/first-line.md

。

Step 4 — Build the body and one CTA

步骤4 — 撰写正文和一个行动号召

Body: deliver the value or story the first line promised, in the brand's voice, at the right length for the platform and goal (short isn't always better — match it). Use line breaks and whitespace where the platform rewards scannability.
CTA: exactly one, matched to the goal ("save this for your next launch," "what would you add?", "link in bio"). Two CTAs split the action and kill both. Respect any "never hard-sell here" guardrails from the brand profile.

正文：传递第一句承诺的价值或故事，保持品牌调性，长度符合平台和目标的要求（并非越短越好——要匹配需求）。在平台支持易读性的地方使用换行和空白。
行动号召（CTA）：只设置一个，且与目标匹配（比如“收藏这个以备下次发布使用”“你会补充什么？”“点击简介链接”）。两个行动号召会分散用户注意力，导致两个都失效。遵守品牌档案中“禁止在此硬推销”的规范。

Step 5 — Mechanics: hashtags, links, formatting

步骤5 — 细节处理：话题标签、链接、格式

Apply the platform's current norms from

references/platforms.md

: how many hashtags (and whether to use any), where links go and whether they hurt reach, line-break rendering, and the ideal length. Getting mechanics wrong makes a good caption underperform.

遵循

references/platforms.md

中当前的平台规范：使用多少个话题标签（是否需要使用）、链接放置位置以及是否会影响曝光、换行显示效果，还有理想长度。细节处理不当会让优质文案效果大打折扣。

Step 6 — Deliver options, recommend one

步骤6 — 提供选项并推荐一个

Give the user 2–3 distinct caption options (genuinely different angles or formats, not the same caption reworded), then recommend one with a one-line rationale tied to the goal. People choose faster from real alternatives than from a single take.

为用户提供2-3个截然不同的文案选项（是真正不同的角度或格式，而非同一文案的改写），然后结合目标给出一行推荐理由。用户从真实的选项中选择比从单一方案中选择更快。

Quality bar — self-check before delivering

质量标准 — 交付前自查

Does the first line stop the scroll on its own, inside the preview cutoff?
Does it sound like them — fingerprint hit, "never" list respected, banned words absent?
Is there one clear CTA matched to the goal?
Does the caption complement the asset rather than describe it?
Are hashtags/links/length correct for the platform?
Would a real person stop, read, and act — or scroll past?

If the first line is weak, rewrite it before anything else. It's 80% of the result.

第一句是否能在预览截断范围内独立吸引用户停止划走？
文案是否符合品牌风格——匹配调性特征、遵守“禁用”清单、无禁用词汇？
是否有一个清晰且与目标匹配的行动号召？
文案是否补充而非描述素材内容？
话题标签/链接/长度是否符合平台要求？
真实用户会停下来阅读并采取行动，还是直接划走？

如果第一句不够吸引人，先重写它。它决定了80%的效果。

Edge cases

边缘情况

No asset described: ask what's in it, or write a caption that works for the stated topic and flag that the first line may need tuning to the visual.
Multiple platforms requested: don't paste the same caption everywhere. Adapt the hook, length, hashtags, and CTA to each platform's mechanics (see
```
cross-platform-repurposing
```
for doing this at scale).
Regulated/sensitive brand: apply the brand profile's compliance guardrails — no forbidden claims, required disclaimers, careful CTAs.
Carousel / multi-image: the caption supports the swipe — the first line should pull people into slide 1; consider a "keep reading / swipe" nudge only if it fits the voice.
Link-driven goal on a no-link platform (e.g., Instagram feed): route to "link in bio" and say so; don't write a clickable-link CTA where links aren't clickable.
Very short-form platforms (X, Threads, Bluesky): the caption is the whole post — lead with the point, cut everything else.

未描述素材：询问素材内容，或者针对给定主题撰写文案，并标注第一句可能需要根据视觉内容调整。
需适配多个平台：不要在所有平台粘贴相同的文案。根据每个平台的规则调整钩子、长度、话题标签和行动号召（如需批量操作，详见
```
cross-platform-repurposing
```
）。
受监管/敏感品牌：遵守品牌档案中的合规规范——不使用禁用表述、添加必要的免责声明、谨慎设置行动号召。
轮播图/多图内容：文案要引导用户滑动——第一句应吸引用户进入第一张幻灯片；只有符合品牌调性时，才考虑添加“继续阅读/滑动查看”的提示。
无链接平台的链接导向目标（如Instagram动态）：引导用户“点击简介链接”并明确说明；不要在不支持点击链接的平台设置点击链接的行动号召。
极短内容平台（X、Threads、Bluesky）：文案就是整个帖子——直接点明核心观点，删除所有无关内容。

Related skills

References

参考资料

```
references/platforms.md
```
— per-platform caption mechanics (limits, fold, hashtags, links).
```
references/frameworks.md
```
— caption structure, goal→structure mapping, length, CTA library.
```
references/formats.md
```
— caption formats/archetypes and when to use each.
```
references/first-line.md
```
— opening-line craft; winning the "…more" tap.
```
references/examples.md
```
— worked captions across platforms and goals.

```
references/platforms.md
```
——各平台文案规则（字数限制、预览截断、话题标签、链接）。
```
references/frameworks.md
```
——文案结构、目标→结构映射、长度、行动号召库。
```
references/formats.md
```
——文案格式/原型及适用场景。
```
references/first-line.md
```
——开头句撰写技巧；赢得“查看更多”点击。
```
references/examples.md
```
——不同平台和目标下的文案示例。