How to write a caption that stops the scroll

Only the first two lines decide whether someone keeps reading or scrolls past. Here is how to win those two seconds.

• Open with a question or a striking line, not a generic intro.
• Write the way you speak, not like an official statement.
• Let one sentence state the benefit clearly, with no wandering.
• Close with a clear call to action, not a generic "visit our website".

A caption's first seven words decide its entire fate.