Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers
Download
- Caption formulas: filled example (CSV) · blank (CSV)
- Calls to action: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- 62 caption formulas with [placeholders], grouped by goal: hooks, teach, story, behind the scenes, proof, offers, announcements, community and local.
- A filled example for every formula, written for three fictional businesses: Saltbox Coffee, Juniper Yoga and Tidy Nest Cleaning.
- A calls to action sheet with lines for bookings, sales, saves, replies and visits.
- Blank CSV copies for building your own swipe file.
How to use it
- Decide what the post is for first: teach, sell, announce or start a conversation.
- Filter the sheet by that goal and pick a formula that fits what you have to say.
- Replace every [placeholder] with something specific: a number, a name, a time, a price.
- Read it aloud. If it does not sound like you, change the words but keep the structure.
- End with one call to action from the second sheet, matched to the goal.
- Check the length against the platform before you post, and keep the key point in the first line.
- Add your own best performers to the sheet with a note of why they worked.
Preview: Caption formulas
A filled example for a made-up small business, first 8 of 62 rows.
| # | Goal | Formula | Filled example | Good for |
|---|---|---|---|---|
| 1 | Hook | Stop doing [common habit]. Do [better habit] instead. | Stop rinsing your mop in the same bucket. Use two: one to wash, one to rinse. | Tips, carousels |
| 2 | Hook | The [number] [things] we wish every [customer type] knew. | The 3 things we wish every new yoga student knew. | Carousels |
| 3 | Hook | If you [situation], read this before you [action]. | If you are moving out, read this before you book an end-of-tenancy clean. | Advice posts |
| 4 | Hook | [Surprising fact about your work], and here's why. | We weigh every espresso shot, and here's why. | Behind the scenes |
| 5 | Hook | You asked: [question]. Our answer: | You asked: do I need to be flexible to start yoga? Our answer: | FAQs |
| 6 | Hook | [Time] to [result]. Here's how. | Ten minutes to a tidy kitchen before guests arrive. Here's how. | Short videos |
| 7 | Hook | Nobody tells you this about [topic]: | Nobody tells you this about descaling a kettle: | Tips |
| 8 | Hook | Save this for the next time you [situation]. | Save this for the next time your back aches after a long drive. | Saveable tips |
Preview: Calls to action
A filled example for a made-up small business, first 8 of 16 rows.
| Goal | Call to action | Use when |
|---|---|---|
| Booking | Book through the link in our bio. | The post is about a service with online booking. |
| Booking | Reply 'book' and we'll message you a time. | You handle bookings by message. |
| Booking | Call us on [number] to book. | Your customers prefer the phone. |
| Sale | Shop the [product] at [link or location]. | The post shows one product. |
| Sale | Ask for it at the counter. | In-store only offers. |
| Visit | Find us at [address], open [hours]. | Local posts and new customers. |
| Visit | Tap for directions. | Google Business Profile updates. |
| Save | Save this for later. | Tips, checklists and how-tos. |
Tips
- Put the point in the first line. Many platforms cut captions short until someone taps to see more.
- Specific beats clever. A time, a price or a name does more work than an adjective.
- Use one call to action per post. Two asks usually means neither gets done.
- Avoid asking for likes, tags or shares in exchange for something unrelated to the post. Platforms discourage engagement bait.
- Only use a customer's words or photo with their permission, and never invent a review.
- Zolyp's Create writes captions from your Brand Brain, so they follow your tone and banned topics, and you can ask for up to six posts at once and keep the ones you like.
Common questions
What is a caption swipe file?
A saved list of caption structures, with blanks to fill in, that you reuse when writing posts. It gives you a starting shape so you only have to supply the specifics.
Will using caption formulas make my posts sound generic?
Not if you fill the placeholders with real details and read the result aloud in your own voice. The structure is borrowed; the content should be yours.
How long should a social media caption be?
Long enough to say one thing clearly. Each platform has its own limit and cuts long captions short in the feed, so check the limit with a character counter and keep the key point first.
Is this template free?
Yes. Both sheets are free to download as CSV with no signup.
Related
- What is a caption?
- What is a hook?
- What is a call to action?
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