Social Media Captions

The goal of Office of Head Start (OHS) social media messages is usually to promote linked content. However, captions don’t need to summarize the entire resource. Instead, try using a simple introduction, helpful tip, powerful quote, or key statistic to spark interest.

Use creative but clear approaches that align with the OHS tone of voice. Follow these best practices to ensure your messages are effective, credible, and consistent across platforms.

Tone and Content Guidelines

• Reflect the OHS brand. Captions should be warm, welcoming, encouraging, and reassuring, especially when directed at parents and families.
• Speak to the audience, not about them. Use language like “you” and “your child”. Refer to OHS as “we” when appropriate.
• Lead with positivity. Highlight strengths and opportunities, even when addressing serious topics.
• Focus on action. Emphasize what families can do instead of what they shouldn’t.
• Use plain language. Write short, clear messages in active voice. Avoid jargon, acronyms, and technical terms. Aim for an eighth grade reading level or lower. Use a readability tool like Microsoft Editor in Word or the online Hemingway Editor to check the grade level of your writing.
• Start with a hook. Open with a question, surprising fact, or key takeaway to draw readers in.
  • Example 1 (Question): Do you have a Head Start teacher, home visitor, staff member, or mentor who’s made a lasting impact on you or your family? ❤️
  • Example 2 (Fact): #DidYouKnow? 50,000 young children experiencing homelessness are enrolled in Head Start programs.
  • Example 3 (Key takeaway): Children are more vulnerable to cold weather than adults, so it’s important to take extra steps to keep them safe, healthy, and warm this winter. ❄️ 🧣
• Provide value. Share helpful tips, insights, or practical information.
• Tag accounts strategically. Use account mentions to recognize partnerships or promote related organizations. All tags must be approved by OHS.
• Be supportive and encouraging. Use language that builds trust and community. For example, instead of “New regulations released,” say, “New regulations are here to support our Head Start families!”
• Use bullet points for readability. Bulleted lists help break up longer captions and make them easier to scan.

  • Example:

    Health managers, coordinators, specialists, and directors of comprehensive services can use these strategies when working at a Head Start program:

    ✔️ Determine what needs your attention
    ✔️ Structure your work
    ✔️ Continue to grow and learn

    If you’re responsible for the management and oversight of health services in Head Start Preschool or Early Head Start settings, this orientation guide is for you: https://bit.ly/3AcF04m

• Add emoji to your captions when relevant. When relevant, include one emoji to add emotion or highlight key ideas. Avoid emoji that are complex or obscure, as they may not display properly on mobile devices.

Message Specifications

There are several platform-specific specifications for things like caption length and image size.

Audience Specifications

Tailor your captions to the primary audience of each platform:

• Facebook
  • Program staff
  • Parents and families
• Instagram
  • Younger parents and families
  • Younger program staff
• LinkedIn
  • ACF partners
  • Early childhood professionals
• X
  • Program staff and managers
  • Early childhood professionals

Hashtag Best Practices

General Tips

• Be relevant. Use hashtags that are directly relevant to your content and audience. Avoid popular but unrelated hashtags.
• Use branded hashtags. Consistently use campaign or organization-specific hashtags to increase awareness and engagement​.
• Stay current. Monitor platform trends and relevant hashtags tied to your National Center.

Platform-specific Hashtag Practices

Using hashtags strategically enhances the reach and engagement of social media posts, but best practices vary by platform.

Facebook: Use 1–2 targeted hashtags. Avoid overuse.
Instagram: Use 3–5 hashtags at the end of the caption to maintain readability.
LinkedIn: Use 3–5 professional and relevant hashtags, such as #Leadership or #ProfessionalDevelopment.
X: Use 1–2 hashtags. Leverage trending tags when appropriate.

Using Emoji in Captions

• Stay relevant. Use emoji that complement your tone and support your message.
• Limit overuse. Use 1–3 emoji per caption. Too many can feel unprofessional or frivolous, especially for serious topics.
• Use common emoji and symbols. Add standard symbols or emoji with clear intent (e.g., ☎️ for contact info) only when contextually helpful.
• Prioritize accessibility. Screen readers read emoji descriptions aloud.  Avoid long emoji strings that disrupt the user experience for those using assistive technology.
• Maintain neutrality. Choose emoji that are neutral and representative unless context calls for a specific demographic