Who owns the caption
WhizSuite · 2026-09-03
Captions feel small until they contradict the offer. Give them an owner.
One writer of record
Someone drafts the caption and someone may edit it, but one role is accountable for the final line. Committees write captions that sound like committees.
On small teams the account manager often owns the words and the designer owns the frame. Say that, so the designer is not guessing at copy at midnight.
The picture and the line meet
Review them together. A caption that repeats the on-image text is dull. A caption that contradicts it is a problem. Neither shows up if two people never look at both.
Put both in the approval. A client who approves a picture without the words did not approve the post.
Voice notes are an input
A strategist can leave direction. The owner turns it into the actual caption. Direction is not a draft you paste.
Keep a short list of phrases the brand uses and phrases it refuses. Owners rotate. The list should not.
Last edit wins only if it is recorded
The last edit before lock is the caption that schedules. If someone tweaks it after the yes, that is a new version. The owner is responsible for stopping casual tweaks.
Casual tweaks are how "free delivery" becomes "free delivery this weekend" without a new approval.