The 4-part formula in detail
1. Hook (line one)
The first line is the only line most people see before "...more". It either earns a tap-to-expand or kills the post. Best hooks: a number ("3 things…"), a contradiction ("Everyone says X. Here's why that's wrong."), a personal admission ("I made $40K my first year and was miserable. Here's what changed."), or a direct address ("If you've ever tried to…").
2. Value (lines 2–4)
Deliver one specific, useful, non-obvious thing. Not "we care about quality" — "we let our dough cold-ferment 36 hours, which is why the crust does that." Specifics earn saves; vague brand-speak gets scrolled past.
3. Personality (line 5–6)
One sentence in your actual voice. Joke, opinion, behind-the-scenes detail. This is what differentiates you from every other [bakery / salon / gym] posting the same generic content.
4. CTA (final line)
One ask, clear. "Comment your favorite." "Save this for your next [thing]." "Tap the link in bio." Multiple CTAs split attention; one focused CTA converts.
Examples by industry
Bakery
Hook: "We almost didn't sell these today.
Value: Cold-fermented 48 hours. Sourdough discard from last week's starter. Buckwheat flour from a co-op two miles from here.
Personality: Bea called them ‘ugly but worth it.’ Bea is right.
CTA: First eight to the counter."
HVAC
Hook: "Your AC isn't broken. Your filter is.
Value: 1-inch filters need changing every 30 days during summer. Pleated ones, every 60. Neither is ‘every six months’ like the box says.
Personality: Saved us a $1,200 compressor call last week. Felt like the world's most boring superhero.
CTA: Save this for next time the unit struggles."
Real estate
Hook: "This kitchen sold the whole house.
Value: 60 days on market with the old (yellow) cabinets. Listed two weeks ago after the white repaint, three offers in 72 hours.
Personality: $2,400 in paint + my Saturday = $40K over ask. I will never not recommend painting.
CTA: DM me if you want my painter's number."
How FeedCrew handles captions
The AI caption generator uses this exact 4-part formula tuned to your industry, your brand voice (captured in onboarding from 3 sample posts), and the specific post template. You can regenerate any caption with one tap, or edit it directly.