Do you feel like you’re talking to a vast black abyss on social media? You spend time curating the perfect photo, pick a cute filter, post it to Instagram—and then… crickets. Not getting a lot of engagement? It’s not just the image. It’s what you say that really counts. That’s why every beauty pro needs a caption writing formula to create posts that connect, convert, and feel effortless.
The cherry-picked photo you choose is just the beginning of a good post—your caption is where the magic happens. When it comes to converting likes into bookings, your caption writing formula is everything.
Your salon or beauty business deserves a brand voice (aka verbiage) that matches the quality of your content—and your client experience. So how do you make your captions sing? Use this 5-step caption writing formula to inspire action, drive engagement, and book more of your dream clients.
Step 1: 🍦 CONE
Lay the foundation with a killer first line
Just like an ice cream sundae starts with the cone, your caption starts with a hook. These first 90 characters are gold—they’re what your audience sees before clicking “read more.” If they’re not intrigued, they’ll keep scrolling.
Your cone needs to grab attention, spark curiosity, or promise value. Think about it like a magazine headline. What would make your dream client stop scrolling?
Examples:
“Ever wonder why your blowouts never last?”
“PSA: Your curls are craving this ingredient.”
“This one small change made a huge difference in my skin…”
Pro Tip: Use emojis, all caps, or a bold question to draw the eye.
Step 2: 🍨 SCOOP
What are you actually sharing? Why should they care?
This is where you provide a little backstory or context. What’s the purpose of your post? Why is this message relevant to your audience?
Think of this part as your chance to build connection. People are most engaged when they feel seen, understood, or inspired. Use this space to relate to your ideal client’s challenges, dreams, or goals.
If you can get your audience to say “me too” while reading—you’re golden.
Example:
“Raise your hand if your curls look 🔥 in the salon but frizz out by the time you get home? Yep, you’re not alone—and the fix might be easier than you think…”
Step 3: 🍫 TOPPINGS
Bring the value—they came for the sprinkles!
The toppings are the main ingredient of your post. This is your moment to serve something of value: a useful tip, a mini tutorial, a relatable moment, or an inspiring story. It could be educational, emotional, or aspirational—but it should always be relevant.
This part of your caption gives people a reason to stop, read, and stay awhile. That’s why your caption writing formula should always include value.
Ideas to include:
Haircare hacks or styling tips
Client stories or transformations
Behind-the-scenes info about your services
Favorite product picks and why you love them
Answers to FAQs
Example:
“Humidity can wreak havoc on natural texture—but with a few tweaks to your wash day, you can define your curls and make them last. Here’s what we recommend…”
This is where your salon expertise shines and shows your audience that you’re not just a pretty feed—you’re a go-to beauty resource.
Step 4: 🍒 CHERRY ON TOP
Always include a CTA (call to action)
A sundae without a cherry is like a caption without a CTA—it’s just… not done. A good call to action tells your audience what to do next and gently guides them toward engagement or conversion.
The biggest mistake? Leaving this part off completely.
Your CTA doesn’t always have to be about booking. It can be conversational, insightful, fun, or helpful. The key is that you’re inviting action.
Examples:
“Tag a friend who needs this!”
“What’s your #1 must-have on wash day?”
“Ready to transform your curls? Book now via link in bio.”
“Save this post for your next hair appointment!”
Don’t forget: Just one CTA per caption is enough—keep it clear, direct, and delightful.
Step 5: 🍬 Make Your Caption Writing Formula Sweet on You
Build connection, not just conversions
It’s tempting to go full promotional all the time, but hard-selling your services in every single caption? 🚫 That’s the fastest way to kill engagement. Social media is meant to be, well… social!
Use the 80/20 rule:
80% of your content should be guest-focused: education, entertainment, inspiration, or conversation starters.
Only 20% should be direct promotions or offers.
Think of it like this—would you want to follow someone who only talks about themselves? Probably not. So mix in content that gives your community a reason to like, share, save, and comment.
Guest-focused CTA examples:
“What’s your #1 hair care splurge?”
“Tell us your favorite scent—floral, fresh, or musky?”
“Would you rather get a blowout or a scalp massage?”
These lighthearted, low-pressure CTAs help build relationships and brand loyalty over time—and create more opportunities for organic engagement. That’s the real beauty of a great caption writing formula.
Bonus: Caption Writing Formula Example in Action
Let’s break down a sample caption using all 5 steps:
Photo: Before-and-after of a shiny brunette bob
Caption:
“Is it just us, or is winter hair feeling a little… blah? 🍂” (CONE)
“Dry air, extra heat styling, and skipping trims can leave your hair looking dull and tired.” (SCOOP)
“The secret to bringing back the shine? A gloss glaze treatment + ends dusting—this combo smooths frizz and adds high-wattage shine without weight.” (TOPPINGS)
“Book your shine session now—link in bio!” (CHERRY ON TOP)
“What’s your #1 sign your hair needs a little refresh?” (MAKE ‘EM SWEET ON YOU)
When you build your captions with this formula, they become more than just filler—they become tools to inspire, educate, and connect with your audience.
🍭 Your Turn—Try the Caption Writing Formula
Now that you have the full caption writing formula, it’s your turn to try it! Pick one post idea from your content calendar and use the 5-step framework to write a caption that makes your audience stop scrolling and start engaging.
It may take a little practice, but soon you’ll be writing captions that not only sound like your brand—but book like a boss.
Need Help Writing Captions That Convert?
At BeautyMark Marketing, we help beauty professionals stand out online with scroll-stopping captions, cohesive content, and brand-aligned strategy.
Check out our Digital Marketing Services or book a free consultation and let’s sweeten your social together.
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