Field notes
Playbooks, teardowns and the occasional argument — everything we have learned helping creators grow across every major platform.
Two posts is never a result. The confounds - time, day, subject, an audience that has already seen one version - are larger than any caption effect you are looking for.
A crutch phrase is invisible inside one post by definition. You cannot find it by re-reading more carefully - you find it by putting thirty posts next to each other.
Jargon is not bad writing, it is expensive writing. It buys precision from people who share the vocabulary and charges everyone else the cost of looking something up.
Nothing is wrong with the words. There are just fourteen sentences in a row of between twelve and sixteen, and an average is the one statistic that cannot see it.
The 100-character limit is the number the upload form enforces. The numbers that decide whether anyone reads your title are 70, 60 and 40, and nothing mentions those.
A Japanese post with 140 characters in it is at the limit, not halfway to it. X weights CJK characters as two, which is why a shorter caption can be the one that overflows.
Every published expansion table gives one percentage per language. The number that decides whether your caption fits is not that one - it is how short the English was to begin with.
The "1-2%" target repeated across the web has no source. Two things about a keyword are checkable - whether it is present and where it first appears - and they are what to measure.
Most of what gets called clickbait is taste. A narrow slice of it is covered by published policy, and confusing the two is why the advice on this subject is so bad.
Power words are a copywriting convention, not a ranking factor. What is measurable is position: a first line built entirely from function words has spent its one chance on nothing.
Instagram stores 100 characters, LinkedIn 120, X 1,000, Bluesky 2,000. A description written for one and pasted into another is cut mid-sentence, and nothing tells you.
Between 105 and 180 words, and the range is not vagueness - it is the difference between a Reels voiceover and a live presentation. Pick the pace and the number is exact.