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# 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, acc