# Text layout for social media posts: headline, detail, call to action

[Canonical HTML page](https://gradiently.design/guide/text-hierarchy-social)

Most posts that feel cluttered have the right words in the wrong order and the wrong sizes. Three levels, a few placement rules and a phone held at arm's length fix nearly all of them.

## The short version

- A clear text layout for social media posts has three levels: a headline, a detail line and a call to action.
- On a 1080 pixel wide post, a headline of 90 to 140 px, a detail line of 48 to 64 px and a call to action of around 40 px read well on a phone.
- Each level should be clearly smaller than the one above it, roughly half to two thirds the size, so the order is obvious at a glance.
- Keep the headline to about eight words and put it where the eye lands first, usually the upper or middle third.
- The call to action is the quietest text on the post, because the caption and the platform's own buttons already invite the next step.

The best **text layout for social media posts** uses three levels and no more: a **headline** that says the one thing, a **detail** line that answers the obvious follow up question, and a small **call to action** that says what to do next. Each level is clearly smaller than the one above it, and each sits in a predictable place. Someone scrolling gives a post a moment, and three levels is about what a moment can hold.

## Example: ranking the words on a post

A florist wants to announce Mother's Day orders. The first draft has everything at a similar size: the shop name, "Mother's Day is coming", "Order bouquets online now", "Delivery available across the city", "Order by Thursday", and the web address. Six lines competing means nothing is read.

Ranked, it becomes: headline *Order by Thursday.* (the thing people must act on), detail *Hand tied bouquets, delivered Sunday* (what and when), call to action *Link in bio* (where). The shop name moves to a small label or disappears, because the profile already shows it.

A florist post where the shop name, an announcement and several details all compete at similar sizes

Before: every line fights for attention and the deadline is buried.

The same florist post with a large headline reading Order by Thursday and one smaller line about Sunday delivery

After: one headline, one detail line, and the call to action left to the caption.

## Font sizes for headline, detail and call to action

Sizes below are for any post 1080 pixels wide, which covers Instagram portrait, square and story formats. The rule underneath is more useful than the numbers: each level should be roughly half to two thirds the size of the one above, or the eye can't tell them apart.

| Level | Job | Size at 1080 px wide | Length |
| --- | --- | --- | --- |
| Eyebrow (optional) | Context: a category, date or series name | 28 to 32 px, capitals, spaced | One to four words |
| Headline | The one thing you want remembered | 90 to 140 px, bold or semibold | Up to about eight words |
| Detail | The follow up: when, where, how much, for whom | 48 to 64 px, regular | One line, two at most |
| Call to action | The next step | 40 to 44 px, medium | Two to four words |

The eyebrow is a bonus fourth level. Use it for context, never for a second headline.

Weight helps as much as size. A bold headline and a regular detail line separate cleanly even when the sizes are closer than you'd like. More on sizing for phones is in [font size for social media](https://gradiently.design/guide/font-size-for-social-media), and the general theory is in [visual hierarchy](https://gradiently.design/guide/visual-hierarchy).

## Where to place each level

People read a post the way they read a page: top to bottom, start to end of the line. So the headline goes high or in the middle, the detail sits directly under it, and the call to action goes last, near the bottom. Keep the three close together as one group; spreading them to the corners makes the eye hunt.

- Portrait post 1080×1350: 1080 × 1350
- Square post 1080×1080: 1080 × 1080
- Story 1080×1920: 1080 × 1920
- LinkedIn post 1200×1200: 1200 × 1200

Four common formats. On the story, keep all three levels between about 250 px from the top and 250 px from the bottom, where the interface sits.

- **Portrait 1080×1350**: headline in the upper third or centred, detail below, call to action near the bottom with a margin of at least 80 px.
- **Square 1080×1080**: centre the group or align it to one side; the profile grid shows a cropped preview of every post, so keep the headline clear of the top and bottom edges.
- **Story 1080×1920**: headline just below the top safe line, call to action above the reply field. [Social media safe zones](https://gradiently.design/guide/social-media-safe-zones) has the map.
- **Carousel first slide**: headline only, plus a small arrow or "Swipe" cue. Details go on slide two; [Instagram carousel design](https://gradiently.design/guide/instagram-carousel-design) covers the rest.

## Common text layout mistakes on social posts

### Avoid

- Headline and detail at nearly the same size
- The brand name as the largest text
- A call to action louder than the headline
- Text pushed into the corners and edges
- Five or more lines of body text on one slide
- Centring long paragraphs

### Do

- A clear step down in size between levels
- The message as the largest text; the logo small
- A quiet call to action, close to the detail
- Generous margins, around 80 to 100 px
- Long content split across carousel slides
- Left aligned text when it runs past two lines

The call to action deserves a word. On Instagram, the caption and the like, comment and share buttons sit right under the image, and "link in bio" is understood by everyone. So the call to action on the image itself can be small. Make it loud only when the action is the whole point, such as a sale deadline.

## How to lay out text on a social post in five steps

1. **Write everything down, then rank it** Put the one thing first. Everything else is either the detail, the call to action, or the caption.
2. **Cut the headline to eight words or fewer** If it won't fit at 90 px on three lines, it's too long. A sturdy [headline font](https://gradiently.design/guide/headline-fonts) makes a short line hit harder.
3. **Set the sizes as steps** Headline, then about half for the detail, then smaller again for the call to action.
4. **Group and place** Stack the three levels together with consistent spacing, aligned to one edge or the centre.
5. **Test at phone size** Zoom your canvas out until the post is the width of a phone held at arm's length. If the order isn't obvious, increase the steps.

A portrait sale post with 40% off set very large, a small eyebrow reading Weekend only and a detail line about candles

When the number is the news, it becomes the headline and the words become the detail.

## Keeping every level readable on a busy background

Hierarchy only works if all three levels can be read. The headline is usually fine because it's big; the detail and call to action are where contrast fails, especially over a gradient or photo. Place the group over the calmest area and check the smallest line first. [Text on a gradient](https://gradiently.design/guide/text-on-gradient) goes into the techniques.

In Gradiently, the Mark behind a design knows where the words are. Its calmest region moves behind the text and Auto ink picks light or dark type for each line, so a small call to action stays as readable as the headline. Set the hierarchy once, then make a story or LinkedIn version from the same design instead of rebuilding it.

## FAQ

### How much text should be on an Instagram post?

A headline of up to about eight words and one detail line is ideal. Longer explanations belong in the caption or on extra carousel slides.

### What font size should a headline be on a social media post?

On a post 1080 pixels wide, 90 to 140 px for the headline, 48 to 64 px for a detail line and around 40 px for a call to action.

### Where should the call to action go on a social post?

Near the bottom, close to the detail line and inside the safe area. On a story, keep it above the reply field.

### Should text on social posts be centred or left aligned?

Centre short headlines of one to three lines. Left align anything longer, because ragged centred lines are harder to read.