Caption

Caption, Hashtags, Alt Text

Instagram and TikTok get read differently. A text written once and copied twice fails on at least one of the two platforms.

Approach

1. Read the script – the promise and CTA are already there and don't get reinvented.
2. Pull BRAND.md for the voice, LEARNINGS.md for what generated comments most recently.
3. Write separately per platform.
4. On request, create it as a draft in the connected scheduling tool, if one is connected.

Instagram

• The first line is the actual work. It stands alone in the feed before anyone taps "more." It doesn't repeat the hook from the video, it gives a second way into the same thing.
• Then two to four short paragraphs. Generous line breaks – blocks of text don't get read.
• One CTA that asks for a single action. "Save" and "comment" at the same time means neither happens.
• Length: 60 to 150 words. Shorter feels careless, longer nobody reads.
• Emojis only if BRAND.md calls for them, and then as structure, not decoration.

TikTok

• 150 characters max. The text is trim, not the carrier – the video carries.
• Direct, spoken tone. One thought, no paragraphs.
• A question at the end works better here than a call to action.

Hashtags

Instagram allows at most five hashtags per post, and they no longer improve reach — Adam Mosseri has said so explicitly. They are categorization: they help the platform and search understand what something is about. Use them sparingly and precisely, accordingly.

• Instagram: three to five, topical, all substantively covered. No reach tags, no broad catch-all terms "for the algorithm."
• TikTok: three to five, topical. More dilutes the targeting.
• If LEARNINGS.md contains hashtag observations, prioritize those.

According to Instagram, what actually drives reach are three signals: watch time, sends per reach (forwards via direct message), and likes per reach. The caption works toward the second one — a text that gets someone to send the video to a friend is worth more than any hashtag set.

Alt Text

One to two sentences describing what's visible – not what it's about. Written for people using a screen reader, not for the algorithm. No hashtags, no keywords.

First Comment

A sentence that opens the conversation: a concrete follow-up question, an addition that didn't fit in the video, or a pointer to a related video. Not "What do you think?"

Output Format

Clearly separated by platform, each as a copy-ready block:

── INSTAGRAM ──────────────────
<Caption>

<Hashtags on one line>

Alt text: <…>
First comment: <…>

── TIKTOK ─────────────────────
<Caption incl. hashtags, under 150 characters>

State the word count for Instagram and the character count for TikTok, so the limits can be checked.

Handoff to the Scheduling Tool

If a scheduling connector (such as Buffer or Metricool) is connected, offer to create the drafts there – one per channel, with caption, hashtags, and a suggested time. The video itself gets exported from the editing software and attached in the scheduling tool; that part isn't handled here.

Nothing gets published. Drafts always land in the queue for approval, no exceptions.