Short answer: a clip needs two kinds of text. Burned-in captions make the speech readable with the sound off, and a short hook line in the first seconds tells viewers why to keep watching. Keep text in the middle of the frame, away from the bottom and right edges where the app's buttons and caption sit, and write a post caption that adds context rather than repeating the hook.
Three layers of text
| Layer | Where | Job | Length |
|---|---|---|---|
| Hook line | Top third, first seconds | Why watch | One short line |
| Subtitles | Middle or lower middle | What's being said | 2–6 words per chunk |
| Post caption | Below the video | Context, credit, disclosure | A sentence or two plus tags |
Writing hooks
A hook states the tension, not the answer. Patterns that suit clips:
- The claim: "He says most gyms get this wrong."
- The question: "Why did she quit at the top?"
- The stakes: "This one call cost them the season."
- The list: "Three things nobody tells new founders."
Rules:
- Match the hook to what the clip actually delivers. Misleading hooks lose viewers and trust.
- Don't put numbers or quotes on screen you haven't checked.
- Keep it readable on a phone at a glance.
Subtitles that read well
- Accuracy first. Auto-captions mishear names and jargon; proofread them.
- Short chunks, synced to speech.
- High contrast: white text with a dark outline or box.
- Highlight sparingly. Color on one key word per line at most.
- Keep them clear of faces and of the bottom edge.
Placement and safe zones
The app interface covers parts of the video: the caption and account name at the bottom, and the action buttons on the right. TikTok provides downloadable safe-zone files in its in-feed ads specs (as of 17 September 2026) and notes the safe zone depends on dimensions, caption length and format. For organic clips, the same principle applies: keep important text in the center. More on dimensions in export settings.
Post captions
- Add context: who is speaking, where it is from.
- Credit the creator the way your permission requires. See clipping and copyright.
- Disclose paid campaigns; the FTC wants the disclosure in the video too (FTC, as of 17 September 2026).
- Write different captions per account. Identical text across several pages looks like duplication. See why reposted clips get no views.
- A few relevant hashtags rather than a wall of them.
Common caption mistakes
- Wrong names. Auto-captions misspell guests and brands; a wrong name undermines the whole clip.
- Walls of text. Full sentences on screen are hard to follow at speed.
- Hooks that oversell. If the payoff doesn't match, viewers leave and comments call it out.
- Text under the buttons. Always preview on a phone before posting.
- Missing disclosure on paid clips.
Keep a style sheet with your font, size, colors and credit line so every editor on the team produces the same look.
Caption workflow with Farmero
Farmero posts the clip as it is, with on-screen text already burned in; it doesn't edit videos. The post caption is set per card: fan a clip out to several accounts and each card gets its own editable caption, with paragraph breaks applied on the phone and read back before posting. See posting.
FAQ
Should TikTok clips have subtitles?
For talking clips, yes. Burned-in subtitles help anyone watching without sound and make the clip easier to follow.
Where should captions go on a TikTok video?
In the center area, away from the bottom caption and the right-side buttons.
How long should a hook be?
One short line a viewer can read at a glance in the first seconds.
Can I use the same caption on every account?
It's better not to. Different captions per account look less like duplicated content.