Write and format your caption

Each channel in a post gets its own caption. Write them in the post builder, one channel tab at a time.

Write a caption

1. Open a post, or select Create Post on the calendar.
2. Select the channel tab you want to write for.
3. Select the caption field and type. It accepts plain text, line breaks, and emojis.

The caption you write applies to that channel only. Switch tabs to write a different caption for another channel.

Caption tools

The bar below the caption field holds the caption tools:

• Add emoji opens the emoji picker and inserts your pick at the cursor.
• Add Keywords & Captions opens the Keywords & Captions panel so you can insert a saved set.
• Generate AI caption opens the AI Caption Writer panel.

On the right of the same bar, a counter tracks your characters against the channel's limit, and your hashtags against the channel's hashtag limit. Both turn red once you are over.

The character count also darkens as you approach the limit, at around nine tenths of it. The hashtag and mention counts have no such warning — they go straight from grey to red.

Channels add their own tools to the right of the separator. Instagram adds Location, Tag people, Tag products, First comment, Creator Store, and Exclude from main grid; on a single video it also adds Cover photo. TikTok adds Privacy, Disable comments, Branded content, Music, and Creator Store.

Insert a saved keyword set

1. In the caption tools, select Add Keywords & Captions.
2. Pick a set from the panel to insert it into the caption.

On Instagram, you can also insert a set into the First comment field instead of the caption.

Save a set for reuse

1. Open Keywords & Captions in the left sidebar.
2. Select Add set.
3. Name the set, add an optional description, and paste your caption or hashtags.
4. Save it.

Saved sets are available from the caption tools in every post.

Caption and hashtag limits by channel

Planner enforces these limits as you type.

Tag people in the image

Typing an @ in the caption is plain text. To tag accounts on the media itself, use Tag people in the Instagram caption tools.