Chapter 06
§6Captions & hashtags
Every caption has four parts, in this order: Hook, Body, CTA, Hashtags. Every post uses the Group's tier-1 tags — that's how the Group tracks network-wide reach.
6.1
Caption architecture
[HOOK] — one line, ≤ 8 words. Stops the scroll. [BODY] — 2–4 lines. The specific detail. Names, numbers, what actually happened. [CTA] — one line. What you want them to do. [HASHTAGS] — the approved set (§6.3).
Worked example
Grade 6 built a working water filter. From scrap. 💧
Aarav’s team spent three weeks testing sand, charcoal and gravel layers before they got clear water on the fourth attempt. Ms. Sharma’s Science lab doesn’t hand out answers — students find them.
This is what our Grade 6 Science curriculum looks like on a Tuesday. Campus tours every Saturday, 10 AM.
#JaipuriaSchools #SethMRJaipuria #JaipuriaBhiwadi #CBSESchool #BhiwadiSchools #ScienceEducation #LearningByDoing #SchoolLife
6.2
Caption rules
- ✓Front-load. The first 125 characters are all that show before '…more' on Instagram.
- ✓Be specific. 'Grade 6 built a water filter' beats 'Our students explored science concepts.'
- ✓Use first names only for students. Full names for staff (with consent).
- ✓One idea per caption.
- ✓Write for the parent, not the student. The parent is the buyer.
- ✓State the subject explicitly in line one — 2026 Instagram topic controls route by declared subject.
- ✕Open with “We are delighted to announce…” or “It gives us immense pleasure…”
- ✕Write a press release. Write a message.
- ✕Use more than 2 emojis. Zero is fine.
- ✕Use ALL CAPS for emphasis.
- ✕Put links in Facebook post bodies — first comment or bio only.
- ✕Ask 'What do you think? 👇' if you're not going to reply to the answers.
Length by platform
| Platform | Target | Hard limit |
|---|---|---|
| 125–300 chars | 2,200 | |
| 250–500 chars | 63,206 | |
| 800–1,200 chars | 3,000 | |
| YouTube description | 200+ chars, link in first 3 lines | 5,000 |
| Google Business post | 150–300 chars | 1,500 |
| WhatsApp Channel | Under 300 chars | — |
6.3
The hashtag system
8 to 12 tags per post, from four tiers. Beyond ~12 the algorithm reads it as spam and reach drops. Place hashtags at the end of the caption, not scattered through it.
| Tier | Count | Purpose | Example tags |
|---|---|---|---|
| Tier 1 — Brand (mandatory) | 3 | Network identity | #JaipuriaSchools #SethMRJaipuria #Jaipuria[City] |
| Tier 2 — Category | 2–3 | Discovery by intent | #CBSESchool #SchoolInIndia #EducationIndia |
| Tier 3 — Local (critical) | 2–3 | Catchment reach | #[City]Schools #SchoolsIn[City] #[Locality] |
| Tier 4 — Content-specific | 2–3 | Topical routing | #ScienceEducation #TeachersDay #LearningByDoing |
Tier 1 is mandatory on every post, every platform. Tier 3 is where admissions leads actually come from — never skip it.
Use unrelated trending tags (#viral #trending #explore #follow4follow) — this actively suppresses reach and looks amateur. Never use a competitor’s brand hashtag. LinkedIn: 3–5 tags maximum, professional only. YouTube: 3 tags in the description, not the title.
Ready-made sets — by pillar
#JaipuriaSchools #SethMRJaipuria #Jaipuria[City] #CBSESchool #[City]Schools #LearningByDoing #ClassroomMoments #SchoolLife
#JaipuriaSchools #SethMRJaipuria #Jaipuria[City] #CBSESchool #[City]Schools #StudentAchievement #ProudMoment #TeacherSpotlight
#JaipuriaSchools #SethMRJaipuria #Jaipuria[City] #EducationIndia #Parenting #ParentingTips #NEP2020 #SchoolEducation
#JaipuriaSchools #SethMRJaipuria #Jaipuria[City] #CBSESchool #[City]Schools #SchoolsIn[City] #AdmissionsOpen #Admissions2027