November 5, 2020 Last updated on December 3rd, 2020
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Need some ideas for original Instagram captions?

For some business owners, the thought of drafting a month’s worth of good Instagram captions is a stressful task.

I get it: that’s a lot of words!

And making sure that each one is compelling, enjoyable and encourages an action at the end is… well… not always the easiest thing to do.

That’s why in this article, we’re doing the hard work for you.

Keep reading to find out 17 ideas for original Instagram captions…

… so you never have to think about what you’re writing again.

Instead, you can focus on sharing content and building relationships with your community.


Are captions still worth writing?

Just in case you were wondering whether there’s any point writing Instagram captions as a business or content creator on an image-first platform, we’re here to tell you:

Yes, there absolutely is.

Because while great images and video content is still a priority on the platform, it’s your captions that will take your engagement and impact to the next level.

Alongside the growing use of text-based content (one of our 7 biggest Instagram trends for 2020), long-form captions (or “micro blogs” as they’re sometimes referred to) remain popular.

If you take a look at brands like Suitcase magazine and Holland & Barrett, you’ll see these longer-form captions in action.

Of course there is still a time and a place for short captions.

For example, if you’re sharing a value-packed, informative carousel, you may not need to have such a lengthy caption.

However, for the most part, longer-form captions are the best way for you to provide real value to your audience by giving you the room to tell stories and share your wisdom.

Whichever caption style you choose, don’t leave it as an afterthought.

Writing great Instagram captions is essential to increasing engagement, connecting with your community and proving your authority.

Introduce yourself

You don’t have to be a brand new Instagram account or business to share an introductory Instagram caption.

Every few weeks it’s worth re-introducing yourself to your loyal fans and sharing a little bit about yourself with new followers.

People are nosey and love learning more about their favourite brands and businesses.

Here are a couple of great caption examples from brand designer, Pippa and jewellery maker, Alice Stewart.

View this post on Instagram

I’ve been seeing so many new faces on my instagram recently so I think it’s time for another #fridayintroductions ! If we haven’t been introduced before Hi! My name is Pippa and I’m the one woman show behind “Hey Pippa” a Branding + Web Design studio currently based in Bali 🌴 . . Here are some very random facts about me: . . 🔸 I’m half British, half Filipina (people always think I’m from Bali! I wishhhh) My Dad met my mum while he was traveling the world back in the 80’s! I think this is where my obsession for travel stems from! 🗺 . . 🔸I consider myself to be both an extrovert and introvert (although I lean more towards the latter) I love to meet new people, have good conversations and connect BUT I also love my time alone to recharge and reflect. . . 🔸When I was 11 and we first got AOL (lol) my curiosity for building websites began. I used to make basic websites full of glittery heart shaped GIFS and pictures of dogs and send them to all my friends 🤣 I think there may have been some pictures of Britney Spears and Nsync on there too but don’t judge me it was 2001! 😂😂 . . Ok that’s enough of the random facts about me. Tell me something random about you please! 🥰

A post shared by Brand & Showit Web Designer 🌙 (@_heypippa) on

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𝑇ℎ𝑒 𝑓𝑎𝑐𝑒 𝑏𝑒ℎ𝑖𝑛𝑑 𝑡ℎ𝑒 𝑗𝑒𝑤𝑒𝑙𝑙𝑒𝑟𝑦 🌿⁣⠀ Hello, if we haven’t met yet I’m Alice! I’m a day late, but here is a little bit about me for yesterdays #marchmeetthemaker challenge.⁣⠀ ⁣⠀ I’m most at home by the coast or amongst the trees 🌲 I would love to grow old in a cabin in the woods, or little cottage by the sea one day. I’m an introvert by nature, that’s not to say I don’t love getting to know people – I’m just not one for the superficial and would take a genuine conversation to really get to know someone over small talk, any day.⁣⠀ ⁣⠀ A big animal and nature lover, I’m constantly inspired by the beauty in the changing seasons🍁. Todays #meetthemaker post is about reducing waste – it’s really important to me that I’m doing my bit for the environment. Each parcel goes out in recyclable packaging, all the way down to the biodegradable business cards and tissue paper which have been printed on using soy based eco-friendly inks. ⁣⠀ ⁣⠀ I would love to hear if there are any changes you’ve made to help reduce waste! There is something very powerful in knowing we aren’t on our own trying to do our bit 🌎⁣⠀ ⁣⠀ ⁣⠀ ⁣⠀ ⁣⠀ ⁣⠀ ⁣⠀ #buylesschoosewell #buyless #buylessbuybetter #allthebeautifulthings #celebrate_handmade #folkandstory #waketomake #heytheremaker #supportthemakers #handmademovement #thehandmademovement #handmaderevolution #livecreatively

A post shared by Alice Stewart Jewellery (@alicestewartjewellery) on

But how can you make an original introduction Instagram caption?

Why not share two truths and a lie? Encourage interactivity from your followers by getting them to guess which facts are true about you and which one isn’t.

Or follow Kelsey’s lead from Paper + Oats, who adds a unique spin to the traditional introduction caption.

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Happy #fridayintroductions friends! I’m Kelsey, the lady behind this Paper + Oats thing, and that there is a real pic of me and Poppy having a nice, pleasant mother-daughter photo session a couple years ago. 🤷🏻‍♀️ NOT. She totally freaked, and my photog pal caught it aaaaaalllllll 😂 Some new faces have popped up around here this week, so let’s switch it up a bit. This week I felt… ➕ SUPPORTED when I finally showed off the cover of my new book that comes out Oct 21. So much love from you guys, thank you times a million! (Scroll back one post to see it.) ☺️ ➕ HONORED as I got the sweetest feedback from friends and family who have been doing an early read-thru of the book. (Makes me so excited to share it with all of you!) 🤗 ➕ SURPRISED when I was catching up on Nashville and suddenly realized it was the series finale. How did I not know that would be the last one?! I wasn’t ready 😭 ➕ PROUD as I watched my little Poppy at swimming lessons all week, she got more brave each day and it was so sweet to see all the kids cheering each other on by the end of it 😍 ➕ RESTED when I woke up at 10:30 today and made blueberry pancakes 🙌🏼 Tell me one thing you felt this week and why! 👇🏼👇🏼👇🏼

A post shared by Kelsey Baldwin | Designer (@paperandoats) on

Take us on a day-in-the-life

Take people with you on a typical day-in-the-life to show them what’s involved in the daily running of your business.

There’s something incredibly satisfying about seeing what goes on behind the scenes of a business and your Instagram community will love being taken on this journey with you.

You could share a summary of the day or use timestamps to call out the highlights.

Want to make your day-in-the-life Instagram caption more original?

Why not share a month-in-the-life instead?

That’s exactly what copywriter Emma Griffin did with this Instagram caption.

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👇A month in the life of a freelance copywriter 👇⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Ever wondered what I do all day in my business?⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ I’ve realised I rarely share much BTS of my working weeks. So, here’s what I was tapping away at my laptop doing this June:⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 💐 Emails, blog content & bouquet copy for @bloomandwild.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 📝 5 articles for a women’s empowerment coach, taken from video transcripts and TEDtalks.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🖋 Services copy for a new VA client and editing copy for another.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 📘 Writing a new brand story & FB ads copy for a hundred-year-old company.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 📧 Outsourcing! Hired my first VA and now wondering why it took me so long! (I’m now on an outsourcing mission and some of you guys are on my radar).⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 👭 A mentoring call with a US writer as part of @freelancingfemales’ Support Black Freelance Businesses initiative.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🏥 Meeting the lovely @creativelytwologos to talk content creation and time-saving tasks in the Copy Clinic.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 💌🎈Launching a newsletter (and celebrating the first birthday) for one of my first ever freelance clients.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 💻 Leading a webinar on sales page + email copywriting in @virtuallydone’s VA to B group programme.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🛍 Writing articles and newsletter content for a Chelsea client.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🗣 Networking virtually in Notting Hill and St Pancras, plus a few 121 catch ups.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ I’ve also⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🎨 Drawn some gorgeous life models online at Henley School of Art.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ☸ Alllllllmost nailed my vinyasas instead of falling on my assas in Ashtanga. Almost.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 😡 Got grouchy because it was too hot but then also grouchy because it’s going to rain at the weekend. Just no pleasing some people, eh.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ After totally slipping through the government support net at the start of the pandemic and having MANY meltdowns (hands up who else fell into that lucky little crew 🤷) my business finally feels like it’s thriving again.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Have you noticed a shift too this month? Let me know so we can celebrate 🎉

A post shared by Emma | Anti-Hustle Copywriting (@emmagriffinwrites) on

It’s fascinating to see what goes into being a successful freelance copywriter, from writing assignments to networking to creative hobbies.

Share a before and after

Everybody loves a transformation.

But whether that transformation is about you and your business, or about someone who’s used your product or service, is up to you.

In this before and after from skincare brand Dermalogica, the Instagram caption includes a quote from a happy customer and two images side-by-side to show off a transformation.

Reflect on then vs. now

If you’re a personal brand or entrepreneur, a twist on the typical before and after is a then and now style caption.

In this caption from 7-figure online marketer Amy Porterfield, she reflects on her first year of business.

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Yesterday I came across a photo of myself in my first year of business. I was fresh off my 9-5 job and was clueless. No, I really mean it.. 100% clueless. Most days I was making it up as I went along. Scared, confused and exhilarated, all at the same time. Sometimes I would find myself saying, “Holy cow, I really left my 9-5 job. I am really doing this!” – and I’d say it with so much pride and excitement. But most days I would find myself saying, “Holy cow, I really left my 9-5 job. I am really doing this???” – with complete doubt while secretly plotting to ask for my job back if things got too rough. That first year is a bit of a blur. But here’s what I know to be true: Just because I was clueless and confused and scared, didn’t mean I was not capable. It didn’t mean I wasn’t as good as the entrepreneurs that went before me and were already kicking butt in their own businesses. All it meant was that I was not there YET. I was paying my dues. Putting in my time. Deep down in me, I knew my time would come. And it’s the same for you. If it feels like it’s taking forever, just remember that when it starts to click, when things start to work out in your favor, you will never, ever say, “That took way too long.” When you reach your big bold goals, what you’ll say is, “That happened exactly how it was meant to happen. I’m just glad I hung on long enough to get to experience these sweet, sweet victories.” Hold tight, my friend. You’re closer than you think. xo

A post shared by Online Marketing Educator 💡 (@amyporterfield) on

It’s encouraging and humbling to learn more about her entrepreneurial “before and after”.

Provide education

Some of the best Instagram captions are the ones that provide step-by-step strategies and lessons.

These work really well alongside text-based carousels, Reels and IGTVs, and encourage people to hit save to come back and reference the information later.

To ensure that your educational Instagram caption isn’t too overwhelming, use bullet points to break up the information into bite-sized chunks.

And don’t forget to tell people why this information matters.

What are the benefits of implementing your advice?

Will they feel more confident, improve their health, better their mindset, book more sales calls, stop wasting time?

Whatever it is, let them know the tangible outcome.

Some examples of original educational Instagram captions include this one from sommelier and brand coach, Sam Capaldi.

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⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷Sam’s Somm Tip Monday🍷👩🏻‍🏫 Today I’m sharing some tips with you on how to take the panic out of ordering wine at a restaurant! 😱 Save this post for next time you’re trying to take your wine order to the next level!👇🏼👇🏼👇🏼 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷My first and #1 tip is to ask your server what their favorite wines are! Most servers are trained on the restaurant’s wine list whether they are a sommelier or not so they will most likely have some helpful insight! 👏🏼 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷Do homework ahead of time and look up the restaurant’s wine list before you dine in! Just how you would look at a restaurant’s food menu before dining in, you can most likely do the same with the wine list on their website! Get ahead start so you are more familiarized with the wines. 😜 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷 Look out for the “Sommelier Favorites” or the “restaurant’s featured wines” most likely than not they have some that are “go-to picks” which can make your wine decision simple and also encourage you to try something new! 👏🏼 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷 The lesser-known varietals (aka the names you maybe can’t pronounce) tend to always be great value wines! Instead of opting for the safe Cab Sauv, try out the “Assyrtiko” (a white grape from Greece) 😏🍇 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷 Keep in mind the price of the wine doesn’t always represent its value! Just how you don’t judge a book by its cover, don’t judge a wine by the price. The least expensive wine on the menu may actually be a great value, don’t think you need to splurge on the priciest wine to be impressed. 👍🏼 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🍷Be honest with what you like and don’t feel like you need to order the most unique bottle to look cool! If you want that oaky Chardonnay you know you love but afraid you will look basic, DON’T. I am all about encouraging my clients to go out of their comfort zone with wine but at the end of the day, it’s your dinner, your choice. it’s okay to drink what you know you’ll love! ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Will you try any of these tips next time you dine out?! ⠀⠀⠀⠀⠀⠀⠀⠀⠀

A post shared by SAM CAPALDI | VIRTUAL🍷TASTINGS (@samanthasommelier) on

And this from A Beautiful Mess. Of course, if the post is about something as mouth-watering as ice cream, the benefits of following the recipe are fairly obvious!

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Emma’s Key Lime Pie Ice Cream⠀⠀⠀⠀⠀⠀⠀⠀⠀ Makes 1 quart⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Ingredients⠀⠀⠀⠀⠀⠀⠀⠀⠀ 8 oz. one package softened cream cheese⠀⠀⠀⠀⠀⠀⠀⠀⠀ 14 oz. one can sweetened condensed milk⠀⠀⠀⠀⠀⠀⠀⠀⠀ 1/2 cup lime juice⠀⠀⠀⠀⠀⠀⠀⠀⠀ 2 1/2 teaspoons lime zest⠀⠀⠀⠀⠀⠀⠀⠀⠀ big pinch of salt⠀⠀⠀⠀⠀⠀⠀⠀⠀ 4-5 graham crackers⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Instructions⠀⠀⠀⠀⠀⠀⠀⠀⠀ In mixing bowl or the bowl of a stand mixer, blend the softened cream cheese for a few seconds. You want the cream cheese soft and very spreadable so that your final ice cream batter will be smooth and free of any small lumps of cold cream cheese. I set the cream cheese out on the counter for a few hours before I made this, much like softening butter before making cookies.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Then add to the bowl the sweetened condensed milk, lime juice, lime zest, and salt. Blend until smooth. Chill the batter for an hour, covered, in the refrigerator before freezing.⠀⠀⠀⠀⠀⠀⠀⠀⠀ Follow the manufacturer’s directions on your ice cream maker to turn the batter into ice cream. I have a KitchenAid stand attachment that I use, and it usually takes about 30 minutes to chill and stir that batter into a soft serve texture. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ During the last 5 minutes is when I crumble the graham crackers and add them to the ice cream so they distribute throughout but don’t get overly soggy like they might if I added them in the beginning. Then I remove it to my container (a loaf pan works well) and freeze overnight. The next day I have that thicker ice cream texture that I’m looking for.

A post shared by Elsie + Emma A Beautiful Mess (@abeautifulmess) on

Showcase a client testimonial / transformation

One of the best ways of generating leads and making sales through Instagram is by sharing positive reviews, testimonials and stories of transformation.

As often as possible, use your Instagram caption as an opportunity to share the before and after story of a customer or client who used your product or service with great results.

Or use that space to give them the room to share their positive feedback.

Here’s an example of a transformative story from sales coach, Katy Prince.

View this post on Instagram

When folks ask me whether I can really teach someone to close high-ticket on the phone, I often find myself talking about my rockstar client, Kelsey.⠀ ⠀ You see, before we started working together, Kelsey was struggling with many of the usual sales call challenges;⠀ ⠀ ☎️ Nerves and confidence⠀ ⠀ ☎️ How to steer clear of “brain-picking” and accidentally coaching peeps for free⠀ ⠀ ☎️ Staying in authority (instead of Dobby-the-House-Elf syndrome)⠀ ⠀ ☎️ Transitioning to “aaaand here’s my offer…!” without getting sweaty and awkward⠀ ⠀ ☎️ Navigating price-point objections with compassion and kindness⠀ ⠀ ☎️ Knowing what to say when you hear a “Lemme check with my partner” or “I need think about it”⠀ ⠀ ☎️ Prospects taking days, or even weeks to make their final decision (or disappearing altoegther…)⠀ ⠀ If this sounds familiar, then keep reading – ⠀ Because what happened next was truly magical.⠀ ⠀ Because, after consistently implementing my 11-point Squirm-Free Sales Call Structure, things started to shift.⠀ ⠀ Immediately.⠀ ⠀ Not just for Kelsey, who closed 100% of her sales calls in a two month period, enrolled pay-in-full clients for her top package on the spot, and even turned a curve-ball call from a *mildly concerned* spouse into a 4-figure sales day…⠀ ⠀ But for me, too ☺️⠀ ⠀ Watching Kelsey transform before my eyes was a phenomenal experience.⠀ ⠀ (I even received a heartfelt note from her twin sister sharing what a shift she saw, which had me in floods of happy tears 😭)⠀ ⠀ Now, I am HOOKED on helping service-providers who are HELLA BOMB at what they do stop feeling squirmy and uncomfortable when they share their offers, so they can close with confidence, and get the results they deserve inside their business.⠀ ⠀ I’m looking for my Kelseys of the future right now. I’m about to release an exclusive bundle of my most popular and transformational sales trainings at an unmissable pricepoint. ⠀ ⠀ Tag a pal who needs help mastering sales calls below 👇🏿👇🏻👇🏽⠀ ⠀ (and yes… you can totally @ yourself if you need to 😂)⠀ ⠀

A post shared by Katy Prince | Sales Coach (@itskatyprince) on

What makes this a brilliant example of an original Instagram caption?

Katy calls out the specific challenges her client faced before they worked together, which many of her followers will relate to.

She then goes onto explain how things changed for Kelsey for the better, before explaining how these kinds of results are the reason Katy does what she does!

All-in-all, it’s a really brilliant, original Instagram caption.

Reveal a challenge you’ve overcome

Sharing some of the biggest challenges you’ve made along the way as a content creator or business owner makes for a very compelling Instagram caption.

In this example from photographer Katelyn James, she talks about a specific challenge that relates to the image.

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Well… I shot this maternity session this week with a completely broken Mark IV. The auto focus crapped out on me and the LCD screen was dead. I was focusing manually for every. Single. Shot. I was also judging if my color and exposure were good solely off of my knowledge and a meter that was going in and out. There was no way to check and I immediately remembered why I respect film photographers so much! It was frustrating but I was so proud of myself when I uploaded my card. This shoot was a reminder to me that I know my stuff. I’m not bound to the crutch of my LCD screen and I can technically shoot well without that luxury. I mean, I never want to manually focus an entire shoot ever again but since we’re on vacation and I didn’t bring a backup, I was rather proud of what I accomplished given the current situation!!! And the best part? It’s going to be a KJ ALL ACCESS episode! 😂🙈👍🏻 ps. Swipe to see this same couple on this same lake 7 years ago!!!! Yes! They water skied in their wedding attire and it was awesome!!! This is a classic #KJCOUPLE right here!!!!

A post shared by Katelyn James Photography (@katelynjames) on

The Instagram caption tells the story of how Katelyn’s camera was broken while she was photographing a maternity shoot.

Despite never usually shooting manually, she made it work, overcame the challenge and was really proud of herself and the end result.

Tell us your morning routine

In the same way that people are fascinated by a day-in-the-life, many also love a morning (or evening) routine.

If you’re a small business owner or content creator, use your Instagram caption to talk about what time you start your day, the typical breakfast you eat, whether you do any exercise and/or whether you spend time on any other activities like journaling.

If you’re a brand or business with a few people working behind the scenes, you might want to share more about what tasks are first on the to-do list for that day.

Is it catching up with contractors, shipping recent orders, or having a team meeting?

Or, if you want to create a really original Instagram caption about your morning routine, why not follow photographer Kika Kutova’s lead?

In this Instagram caption she shares a more unconventional Monday morning routine that wasn’t particularly “Instagrammable” but which actually set her up for a very productive afternoon.

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Is it just me, or does this mermaid’s tale make me look pear shaped? 🍐 . Ok, time to confess, yesterday I took a long bath before noon. And no, it’s not the first time I’ve done that… On a Monday 😂 Although, I should be excused since I’m a mermaid and all 😅 . It all started because I woke up feeling really grumpy after a restless night and thought I wouldn’t get anything done. But, proud to say- I turned the day into a victory! And no, not by pushing and forcing myself to do stuff. Instead, I started the day by going for a little run, then stretching, taking a long bath and having a long breakfast/ brunch moment. After that I sat by my laptop for 6 hours straight and got into real flow mode 🥳 Is this what they mean they say work smarter not harder? In that case, I like it! #createwithkika

A post shared by Kika | Creative Self Portraits (@kutovakika) on

Talk about your favorite books/tools

The advantages of sharing a round-up of your favorite books or tools is twofold:

  1. It gives your followers a flavor of who you are by learning more about your tastes and the way you like to work
  2. It’s valuable information for anyone looking for inspiration or suggestions from someone whose opinion they respect

Alongside a Reel, marketing mentor Molly Ho shares the 5 books that have changed her life.

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5 BOOKS THAT HAVE CHANGED MY LIFE – save so you can come back to this later! 👏🏼 1. Breaking the Habit of Being Yourself helped me overcome my fear of traveling alone and break codependency. 2. The Success Principles has soooo many golden nuggets and actions you can take. 3. You Are A Badass At Making Money – listened to the Audible version sooooo many times while traveling. 4. The Big Leap bc we all have a threshold for how happy we allow ourselves to be and I need to reread this one. 5. Atomic Habits bc it’s all about consistency and making those tiny changes that can make a BIG difference. What book has made a big impact on your life? Comment down below! 👇🏼

A post shared by molly | marketing mentor (@mollyhostudio) on

People love listicles and this is why drafting “Top 5 Favorite [fill in the blank]” captions is a great way of engaging and entertaining your followers.

Celebrate a milestone

Whether it’s your business anniversary, a goal you’ve reached or a new team member you’re bringing on board, make sure to celebrate these milestones with your followers.

In this example from the owner of Creative Founders, Kristin reflects on one year running her business.

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One year ago today, I became the owner of the Society for Creative Founders. We didn’t announce it publicly until the end of the month, but today being what it is, I wanted to give a little nod to today’s date as well. This past year has held SO much learning for me – I’ll be sharing more of what it has entailed in a blog post at the end of the month, but for today, I simply wanted to say thank you. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Thank you for continuing to support the Society for Creative Founders as we have adapted and changed things in the last year. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Thank you for letting anything we do here be a part of your business; if you have experienced one our Conferences, taken a class, been a part of the community, or even simply joined in on conversations taking place on social media. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ And, thank you for supporting me as I worked through learning how to run everything behind the scenes … I am so glad that God gave me the courage through the nerves to say yes to the tremendous adventure that learning to “steer the ship” of the Society for Creative Founders has been in these last 365 days. And also, @jennifer_faught, thank you for trusting me to continue to carry the legacy on that Stationery Academy/Creative Founders has been for all of the years before me. I personally have learned SO much, and wouldn’t trade any of it for anything. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ So thank you for being along for the journey that this year has been, and cheers to each and every one of you for continuing to support it in the future as we bring more and better ways for it to help you support you in your business. Wherever you may need it in the season you are in, whether you’ve been in business for 3 days or 10+ years, I hope we can continue to help you in your business journey as well. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ May this next year and all of the ones that follow continue to be as wonderful as this one has, serving each and every one of you in the best way we know how. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Sincerely, Kristin ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #creativefounders #iamacreativefounder {📷:@annafilly}

A post shared by Society for Creative Founders® (@creativefounders) on

She thanks her community for their support and the original founder of the company in a heartfelt caption that sparked lots of comments.

Share your goals

Where do you see yourself in the next 1, 6, 12 months?

Share your short- or long-term goals with your community to give them a behind-the-scenes peek at your journey.

For example, watercolor artist and educator Jessica Peddicord talks about one of her biggest 2020 goals: Finding a new tea towel vendor.

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One of the biggest goals I wrote down at the beginning of 2020 was to find a new tea towel vendor. One who I could order in bulk from, but who still paid as much attention to detail to the printing of hundreds of tea towels as someone would to an order of one tea towel. And I did, and they’re the BEST with the sweetest team. . Why was I looking for a new vendor? First of all – I love being able to have my hands on all of the products y’all order first before I ship them out to you! And ordering in this way (versus something called drop shipping) allows me to do just that, and add extra special touches like these pretty little ribbons. It also allows me to do one more round of quality checking, to make sure that what you’re receiving from me is a truly perfect product! . And the second equally exciting reason is so that I can offer my tea towels wholesale! Meaning that y’all can shop my tea towels at your favorite local and online boutiques. These 70 tea towels are making their way to one of my very favorites, @cailinicoastal 💙 . If you’re a fellow artist and you’re wanting to print your designs on products like tea towels too – I’ll be adding this amazing new tea towel vendor to my Printing & Production Partners Guide! I’m making a BIG update to the guide later this month, and can’t wait to share more soon 🤗 . In the meantime – y’all can shop these tea towels by heading to the link in my bio and clicking on the SJM Shop 💕 #simplyjessicamarie #sjmshop #sjmspringcollection2020

A post shared by Jessica Peddicord (@simplyjessicamarie) on

What makes this an original Instagram caption is the detail she shares, explaining why this was her goal and how she managed to achieve it.  

Offer your opinion on your industry

Why not create a truly original Instagram caption by sharing your unique opinions on your industry?

Whether controversial or not, voicing your thoughts about your niche or industry is a great way to attract the right people (and repel those whose views differ wildly from yours) and to demonstrate your expertise and/or experience.

For example, artist Emily Jeffords uses this Instagram caption to share her opinion on what it means to be a creative entrepreneur in 2020.

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Mhmm…. swipe through to read a few honest thoughts I have on what it means to be an actual CREATIVE/artist entrepreneur in 2020. ⁣ ⁣ I spent four years at art school, learning how to paint, draw, and think creatively I’m serious when I say that I left with a portfolio so big I couldn’t get in in my car door. Ha! There were stack of canvases in the trunk, paints tucked into my dashboard, framed pieces in the back seat…and I had absolutely NO idea what to do with it all. ⁣ ⁣ It’s true, the purpose of art school is not to teach you to run a business but rather to create good art… BUT WHAT GOOD IS THAT SKILL IF YOU HAVE NO PRACTICAL USE FOR IT IN YOUR LIFE? ⁣ ⁣ WHAT GOOD DOES YOUR CREATIVE WORK DO IF IT IS HIDDEN IN YOUR CLOSET OR IN THE CORNER OF A LONELY GALLERY? ⁣ ⁣ ⁣ —Unless you know how to BE a professional artist you cannot sustain this career. ⁣ ⁣ —Unless you know how to create a sustainable business built around your creativity and your energy, you don’t get to show up as a Creative Entrepreneur. It’s that simple. ⁣ ⁣ 💫 It is not enough to create good work. ⁣ You have to create a good business too. 💫 ⁣ ⁣ BUT DON’T FEEL OVERWHELMED! Seriously. ⁣ ⁣ I left art school, made a ton of mistakes my first couple of years, and then, slowly but surely, it clicked. The pieces began to fit together. I became profitable. And then VERY profitable. I figured it out. And I figured out that I’m actually darn good at this…⁣ ⁣ This is the magic of MAKING ART WORK: you get to focus on creating. I’ve already figured out the other stuff.

A post shared by Emily Jeffords (@emily_jeffords) on

She encourages her followers and budding artists to only only focus on the work, but to understand how to run a business so that they can be successful long-term.

Promote a paid-for product/service

While not every Instagram caption should be an opportunity for promotion, there is a time and a place to share your amazing product or service.

To make this kind of caption as compelling as possible, make sure to call out the unique benefits of your offer.

Many social media marketers, brands and businesses on Instagram shy away from talking about the products and services they sell on Instagram, for fear of coming across too salesy.

This is a big mistake, for two reasons:

  1. Your followers are bombarded with hundreds of messages every single day, so they need to be reminded (frequently) that you and your fantastic business exist
  2. Your content isn’t always shown to the majority of your Instagram followers, which means they may have missed the last time you talked about your products/services

So take the opportunity to expand on your products and services in an original Instagram caption.

Copywriter Christine Blubaugh is a great example of this.

Check out this Instagram caption where she talks about what’s on offer in her paid program Social Posts That Sell.

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CONFUSING COPY KILLS🔪 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Your chances of signing clients, that is 😕 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ It’s not that what you’re saying won’t inspire people. Or intrigue them. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ But when it comes time for your perfect-fit clients to part ways with that sweet money, honey💰- they’ve gotta know exactly what you’re selling. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ❓What are you promising? ❓What will they achieve? ❓Why should they trust YOU? ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Cuz if you can’t convey all that – and quick – they’ll take their bidness elsewhere. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✅ But when your message is 20/20 vision level CLEAR… ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✅ When the transformation of your offer is so irresistible… ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ✅ And when you know exactly what to say to WOW and woo your peeps… ⠀⠀⠀⠀⠀⠀⠀⠀⠀ That’s when your programs get filled and your biz truly profits. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Want to know how to get this kind of message clarity for your social media content? ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⚡️Social Posts that Sell⚡️ can show you how ⠀⠀⠀⠀⠀⠀⠀⠀⠀ SPTS is a self-paced course & community where you learn to: ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 💥 clarify your message 💥 write captions that engage 💥 and have convos in comments & DMs that convert ⠀⠀⠀⠀⠀⠀⠀⠀⠀ This simple system will help you to ⚡️show up more consistently ⚡️call in your perfect-fit clients ⚡️and guide them into your programs & services ⠀⠀⠀⠀⠀⠀⠀⠀⠀ #organicsales 😍 ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Here’s what one student has to say: ⠀⠀⠀⠀⠀⠀⠀⠀⠀ 🗣”Christine makes selling on social media so easy! I’ve signed my first clients into my group program completely through posts & DMs! Can’t recommend this program enough!” – Ellyn S @coachellyn ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ➡️ Find out how you can save $200 off Social Posts that Sell ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Plus get $800 in BONUSES! – Link in my bio 💌

A post shared by Christine | Copywriter (@christineblubaugh) on

Notice how she includes 3 key bullet points that respond to her ideal customers’ biggest struggles:

  • Not managing to show up on social consistently
  • Not attract the right people
  • Not generating leads and sales from Instagram

Bust a myth (or three)

Another way of educating your followers is by busting some common myths that surround your industry.

This proves your authority, builds trust with your community, and shows off your expertise.

☝️Essential if you want to turn followers into loyal fans.

In this caption example from dietician MacKenzie Breihan, she shares 5 common food-related myths with her audience.

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Alright peoples…here’s the tea🍵 ❌Carbs aren’t making you fat ❌Fat isn’t making you fat ❌Protein won’t make you bulky ❌Sugar isn’t the devil…neither is gluten, dairy, or artificial sweeteners ❌Eating after 8:00pm won’t make you store the food as fat Any macronutrient 🍗🥖🥑 when eaten in a SURPLUS will make you gain fat. If you’re in a caloric surplus you are going to gain weight. If you’re in a caloric deficit, whether it comes from proteins, carbs, or fats, you will lose weight👏 Protein🥩🥚🍗 does not make you bulky…in fact it is necessary for muscle growth and retention. It is just as essential for FAT LOSS as it is for muscle gain. Eating super close to bed💤 may make it more difficult to sleep. It also may cause you to wake up heavier, due to indigested food remaining in your stomach…but again…if you are not in a caloric surplus you WILL NOT gain weight from eating close to bed time👏 It’s really NOT complicated…but the TV ads, social media, and magazines make it seem as though it is🙃 Why? Because they probably want you to buy their latest fat burner or detox tea💰 Now I won’t go off on a tangent about the STUPID diet advice I have heard in my day, but I will say this ➡️ don’t fall into the one way fits all, right/wrong, good/bad advice out there…it’s BS🤮 No specific food group is inherently “good” or “bad”. No diet is “perfect” for everyone. No magic fat pill is going to solve your problems. I used to skip from one “quick fix” to the next thinking one would eventually get me to my goal. I bought in to the idea that carbs were bad and that eating after 8:00pm would destroy my hard days work. And ya know what? None of it worked🙃 But you know what did? When I stopped focusing on what I “should” be doing and started focusing on the basics. ✔️Moving daily ✔️Fueling my body with nutrient dense foods ✔️Prioritizing protein ✔️Being consistent with my nutrient intake ✔️Drinking a 💩 ton of water ✔️Prioritizing rest and recovery ✔️Giving myself grace You can hop on google and find 282628371 things you should be doing to achieve your health and fitness goals. But you don’t need to. I am never more than a message away if you need help✨

A post shared by MacKenzie Breihan (@kenzlynne14) on

Once she’s busted those myths, she goes on to explain what people should focus on instead if they want to lose weight in a healthy way.

What’s great about her Instagram caption is that it’s easy to read (short sentences and paragraphs), it makes use of emoji bullet points AND it has an intriguing first line. ✅

Promote a freebie

Do you have a free template, guide, video or tool that would benefit your followers?

Talk about it! And just like you would do with a paid-for product/service, make sure you’re explicit about how and why it will improve your ideal customers’ lives.

The clearer you can make this, the more of a no-brainer your CTA will be to your followers to click the link in your bio or DM you to take the next step.

How to make a promotional Instagram caption more original?

Look no further than this caption from designer and letterer, Lauren Hom.

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🚨NEW FUCKING PASSION PROJECT!🚨 Introducing WTF Should I Letter (, a quirky phrase generator for when you need interesting ideas for things to letter (aka song lyrics and random words aren’t quite doing it for ya anymore 😅). I also made an IG account @wtfshouldiletter where I’ll feature artwork made using phrases from the site! HOW IT WORKS: . 1️⃣ Head to to test out the generator and write down/screenshot your favorites. 2️⃣ Letter the phrases and post them to Instagram using #WTFShouldILetter and tagging @wtfshouldiletter. 3️⃣ Get some practice in & give yourself a fucking pat on the back if your work gets featured! . After talking with thousands of letterers over the years, I realized that figuring out WTF TO LETTER was a huge road block for a lot of people to *even begin* working on a piece of lettering. On top of that, many lettering artists confessed to me that they dreamed of being their true, weird, irreverent selves on social media…but that it felt risky (“what will other people think?”)…so they stuck with lettering safe/vanilla/mild things. . If any of the above sounds all too familiar, then I made this project for YOU! I would LUV if you shared it with your lettering friends (who think f-bombs are funny). ✨Bonus points if you can share it with design website editors, creative podcasters or anyone who wants to feature the project to a larger community!✨ . P.S. Hell no I didn’t make this on my own! One of my favorite parts of having a thriving creative biz is being able to pay talented people for their work. The site was creative directed by me, written by me + @ladylanfred, and designed + developed by my partner @twahlin. Shout out to @ariwoeste for designing the wiggly logo and @kristhecreative for animating it into an *actual* wiggle 🏆 . . . . . #Type #typography #lettering #handlettering #goodtype #typespire #typegang #thedailytype #99u #aigaeyeondesign #mindsparklemag #typetopia #letteringprompts #designchallenge #letteringchallenge #creativevoice #letteringpractice #learnlettering #designershumor

A post shared by Lauren Hom (she/her) (@homsweethom) on

In it, she talks about the WTF Should I Letter word generator she created to help letterers when they’re stuck for ideas.

Her caption is written with such enthusiasm that you can’t help but want to find out more about the generator.

Share your values

64% of consumers say that sharing the same values with a brand is the primary reason they have a relationship in the first place.

So what does this have to do with Instagram captions?

Use them as an opportunity to share your brand values, mission and what matters to you as a business or content creator.

In this Instagram caption from skincare brand Wild Seed Botanicals, the founder Laila talks about why she is so intentional about turning happiness into joy.

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Being intentional about transcending happiness into joy was one of the best decisions I made in my 20’s. Lord knows it’s hard, but it’s a daily reminder to choose myself and my peace. On some days I fail, on others I fail miserably. 😩⁣ ⁣ However, failing is needed, it serves as a reminder that you’re human. It strengthens your resolve and encourages you to extend much needed grace to yourself. ⁣ ⁣ I’m here to remind you that being intentional about your joy is a radical act of self-love and self-care, it’s revolutionary. It ushers in happiness and abundance. It keeps you focused on your bountiful harvest 👩🏾‍🌾⁣ ⁣ To your wellbeing,⁣ Laila 💚⁣ ⁣ Muse of life: @simplydeborah

A post shared by Wild Seed Botanicals™️| Skin (@wildseedbotanicals) on

The second example comes from Instagram marketing expert Tyler J. McCall.

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We need to celebrate the $50k/year from someone who worked 3 days per week just as much as we celebrate the $500k/year from someone who worked 6 days per week. Let’s cheer on the 2-hours-at-her-desk-per-day working mom who is having her first $10k month just as hard as we cheer on the $100k launcher who just worked 12 hours per day for the past 3 months. Let’s normalize lazy launches and working when we feel inspired and taking the afternoon off to lay on the couch and not doing as much work this month even if it means we make less money. We need to encourage those who decide to take home a little bit less in profit this year if it means they are able to spend money on hiring people to do the things in their business that they hate so they have more space to live the life they want. Let’s raise a glass to the online business CEOs who prioritize spending money on building a team that allows them to buy their time back from their business and those who choose to make less because they want to work less. We can always make more money. But we can never make more time.

A post shared by Tyler J. McCall | He/Him/His (@tylerjmccall) on

He talks about why it’s so important to celebrate freedom in business versus always chasing more money.

This original Instagram caption struck a chord with many of Tyler’s followers and sparked a huge amount of conversation in the comments section.

Be honest

The final Instagram caption idea is sharing an honest admission or story.

This kind of caption is less polished, pulling back the curtain on your business or life so that your Instagram followers see a side of you that they wouldn’t ordinarily.

In this example from business coaches Carol and Jason, Carol shares an honest moment from their recent podcast recording.

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I believe this shot was taken right after I realized @jasondoesstuff thought “Moulin Rouge” was a sequel to the Disney film “Mulan.” So…there’s that. 😂 The things you find out about your spouse when you start a podcast, right?!⠀ .⠀ We’re super excited because this weekend we finally solidified (most) of the details for Wandering Aimfully: The Show, our YouTube show and podcast. We won’t be officially launching until after the Wandering Aimfully site and membership is live later this summer, but we’ll start recording in a few weeks!⠀ . ⠀ Our unedited meeting video discussing the details goes up tomorrow, but in the meantime, if you guys have questions for us or ideas for topics that you want us to cover on the show, be sure to leave them in the comments below! ⠀ .⠀ Nothing is off limits! We’ll be chatting business, life, health, relationships, intention, habits, friendships, food…any and all things related to being a creative person trying to lead an intentional, values-based life. So lay it on us! ⠀ .⠀ #WAIMTheShow #waimunderconstruction

A post shared by Jason/Carol⚡️Business Coaches (@wanderingaimfully) on

These kinds of Instagram captions are great because they combine humor, relatability and the human side of your brand that people will connect with.

Whether it’s a photo, text graphic, Reel or IGTV, being honest and open about your thoughts, feelings or something that’s happened recently in life or business, is a great idea for an original Instagram caption.

Writing tips

Now that you’ve been inspired with some original Instagram caption ideas, how about some writing tips to help make the drafting process even easier?

Write without self-editing

Once you have your post ideas and topics down, the next step is to draft rough captions.

That’s right – I said rough captions.

Because the best way to combat writer’s block and get into a good rhythm is to write without editing as you go.

So start with your ideas, set a timer and write freely!

Then, once you have a week or a month’s worth of rough captions drafted,

 you can go back with a fresh pair of eyes to make edits.

I promise you that caption writing this way will make things much easier and much more fun. 🙌

Treat your first line like you’re writing an email

That first line of your caption? It’s the most important part of your Instagram caption.

If you don’t make this section of your caption intriguing, then very few people will click read “more”.

And if they don’t, you’ve wasted your time and energy writing an original Instagram caption.

So give your readers every reason to want to keep reading by:

  • Posing a question
  • Being controversial
  • Sharing an honest admission
  • Including a number (works best for an educational-style post)

Treat the first line of your Instagram caption like an email subject line.

You need to cut through the noise of people’s Instagram feeds in the same way that you’d try to cut through their cluttered inbox.

A so-so, wishy-washy first line won’t entice anyone to read more – so make it good!

Use (very) short paragraphs and sentences

Don’t forget to keep your caption as digestible as possible.

The best way to do that?

With very short paragraphs and sentences that are easy to skim through.

To help you with this, start by writing out your captions in Word or Google Docs as you would normally.

Once you come to edit, be brave with chopping up text into paragraphs no more than 1-2 sentences long.

If an Instagram user is faced with a wall of text when they go to read your caption, they won’t read at all.

Include some emojis

You don’t have to throw all the emojis into your caption.

However, sprinkling a few strategically throughout will draw your reader’s eye down the text and towards the call-to-action at the end.

If you’re wondering which emojis to use, here are some of the best emojis to increase click-through rates and engagement.

I like to use emojis at the beginnings and the ends of sentences (and sometimes in between paragraphs), to keep people reading.

Always, always, always include a CTA

Apart from making the first line of your Instagram caption as intriguing and clickable as possible, the second most important thing to do is…

… to always include a clear call-to-action (CTA).

Give people something to do. Whether it’s commenting below, saving the post or tagging a friend, people need to be told what to do – otherwise they’ll do nothing at all.

Make sure this CTA is on a standalone line (not buried within the preceding paragraph) so it’s super obvious and not missed by skim-readers.

And try to avoid using “check out the link in my bio!” for every CTA.

Instagram users don’t leave Instagram very easily. They enjoy swiping Stories, hopping from post to post, and scrolling through Reels.

To get someone to click on the link in your bio and leave Instagram for an external website is a big deal.

So rather than always trying to make that your goal, instead keep engagement on the app.

By encouraging conversation on your account, you will increase your engagement rate and build relationships with people. Win-win.

A list of CTAs for you to use

Just in case you’re ever stuck for a call-to-action to use in your Instagram caption, here’s a selection:

  1. Comment below
  2. Tag a friend
  3. Save this post for later!
  4. Share this post with someone who needs it
  5. Double tap
  6. Send me a DM
  7. Click the link in my bio 👉 [insert Instagram handle]
  8. Drop your favorite emoji below
  9. Can I get a [insert word e.g. Amen! Hell yes!]?
  10. Tag your creations using [insert branded hashtag]


How do you feel about writing your next batch of original Instagram captions?

Inspired? Excited? Raring to go?

We hope so!

With the writing prompts, the ideas and the CTA suggestions, you have everything you need to craft captions that connect to your community.

About the author
Bella Foxwell

Bella Foxwell

Bella Foxwell is a door obsessive and Instagram educator, teaching small businesses, solopreneurs and content creators how to build engaged communities on Instagram in less time. Read more from Bella on her website:

More posts by Bella Foxwell

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