How to Write Captions That Actually Get Engagement

How to Write Captions That Actually Get Engagement (Proven Formulas for NZ Brands) 

Let's face it - in New Zealand's crowded social media feeds, your stunning visual content means nothing if your captions don't make people stop scrolling. At Glu Group, we've analysed high-performing posts from Kiwi businesses to crack the code for captions that drive real engagement.

Why Captions Matter More Than Ever in 2024

1. 78% of users decide to engage based on the caption alone (Social Media Today).
2. Posts with strong captions get 2.3x more comments on average.
3. Algorithm changes now prioritise content that sparks conversations.

The 5 Elements of High-Converting Captions

1. The Hook: First 3 Words Matter Most

What works for NZ audiences:

• "Kiwis, we need..."
• "Raise your hand if..."
• "PSA for [Auckland/Christchurch/etc.] businesses"

Example:

"Kiwis, we need to talk about your website speed..." (performs 40% better than "Is your website slow?")

2. The Story: Create Relatable Context

Formula:

[Setup] + [Conflict] + [Resolution] + [Question]

Kiwi Example:

"We started our Wellington café with just $5k (setup). By month 3, we were nearly broke (conflict). Then we tried this one Instagram strategy (resolution). Want to know what saved us? (question)"

3. The Engagement Trigger

Top-Performing CTAs for NZ Audiences:

• "Tag a mate who..."
• "Drop a ♥️ if..."
• "Comment YES if you've experienced this"
• "Save this for later because..."

4. Strategic Hashtags

The NZ hashtag formula, try have at least one of these:

• branded tags (#YourBusinessName)
• location tags (#AucklandEats)
• community tags (#NZSmallBusiness)
• trending tags (#BuyNZMade)

Different apps have different amounts of hashtags you should be doing. For example on TikTok it is best to have 3-6, on Instagram is is 2-3 for optimal use.

5. The Perfect Length

• Instagram: 138-150 characters (for full visibility)
• Facebook: 40-80 characters
• LinkedIn: 100-140 characters

Caption Templates That Work for NZ Businesses

The "Problem-Solver" Caption

• "Struggling with [common pain point]?
• You're not alone → [quick tip].
• Try this: [solution].
• Tag a friend who needs this!"
• (Works great for trades, professional services)

The "Local Pride" Caption

• "Nothing beats [local experience].
• We're proud to [how you contribute].
• Where's your favourite [related spot] in [city]? ↓"
• (Ideal for hospitality, retail, tourism)

The "Behind-the-Scenes" Caption

• "Meet [team member] → [fun fact].
• Their secret to [relevant skill]? [insight].
• Comment your best [related tip]!"
• (Humanises your brand - works across industries)

3 Caption Mistakes Killing Your Engagement

1. Being too salesy ("Buy now!" → "You'll wish you'd tried this sooner")
2. Using jargon ("Leverage our solutions" → "Here's how we make your life easier")
3. Not including a clear CTA (Always tell viewers what to do next)

Need Help Crafting Captions That Convert?

We've helped NZ businesses increase engagement with our:

✅ Caption strategy sessions

✅ Monthly content calendars

Contact us for an audit of your social media!

Pro Tip: Save this guide and test one new caption formula each week. Track what resonates with YOUR audience - because even in NZ, every community engages differently.