← DictionaryCaption
also called post caption
The written text accompanying a social post.
The words under the post.
What It Is
In the BWH map, Caption lives under Content — Formats. The working definition is simple: the written text accompanying a social post.
It is a label with a settled working definition, so the value is in using it the same way every time. Keep it that plain and it will still be true in twelve months.
How It's Used
Caption comes up in editorial planning, briefs and the day-to-day work of publishing. It is usually discussed together with Hook, Hashtag and Social Media Marketing. The practical test is whether everyone in the room means the same thing by it.
Why It Matters
Getting Caption wrong is expensive in a quiet way. When it is unclear, output goes up and effect goes sideways. It is worth pinning down before anyone builds on top of it.
Think of it as a name on a box. Open the box and this is what is inside: The words under the post.
Termshift™
How the meaning shifts depending on who is using it, and where.
Practitioners use Caption as shorthand and expect no explanation — the written text accompanying a social post.
Outside the industry, most people would just say: the words under the post.
The Bottom Line
Keep Caption plain: the words under the post. That is the version that holds up in a real project.