How Social Media Can Help

It’s no secret: Kiwis are some of the world’s most enthusiastic users of social media. According to the latest data, 4.35 million people in New Zealand (89.2% of the population aged 2+) are regular monthly users of social platforms. If your small business isn’t yet capitalising on that massive online audience, you may be missing out on new customers, word-of-mouth referrals, and growth.

Why Social Media Matters More Than Ever

1. That’s Where People Gather
   It doesn’t matter if you operate a café in Wellington or a workshop in Invercargill—your customers are increasingly online. In fact, most Kiwi Internet users spend around two hours a day on social platforms such as Facebook, Instagram, and TikTok . That’s a substantial amount of attention waiting to be won.
2. Brand Discovery Starts Online
   Roughly 60% of New Zealanders research online before making a purchase, and social media is a significant stop on their brand discovery journey. That means prospective customers are checking out reviews, recommendations, and your own social pages to decide if your product or service is worth their time.
3. Community Building = Stronger Loyalty
   Unlike traditional media, social channels let you have two-way conversations with customers. Answer questions, handle complaints swiftly, and thank customers for their feedback. By taking the time to “be social,” you give people a reason to follow and trust you.

The Key Platforms (and How to Use Them)

Facebook
With 3.3 million unique users locally, Facebook is the go-to network for many Kiwi businesses. You can easily set up a Facebook Business Page, share content, and run paid ads targeted by location, interests, or demographics. Aim for at least one post per week to remain top of mind.

Instagram
NZ boasts around 2.5 million Instagram users, making the platform a great fit if you have visually appealing products or services. Try showcasing behind-the-scenes looks at your operation. Keep an eye on Reels—short-form videos often get more reach and engagement.

TikTok
Most popular with younger audiences but steadily growing across all ages in NZ, TikTok has around 1.93 million Kiwi users. Quick, creative videos can humanise your business and connect with potential customers in a fun, authentic way.

LinkedIn
Though used more occasionally (around 43 minutes a month per average user), LinkedIn can be invaluable for B2B companies or any small business that relies on professional networking. Share thought leadership and industry insights to establish credibility.

Benefits of using social media marketing

There are many benefits to using social media marketing for your small business. Social media can help you to:

• Increase brand awareness
• Drive website traffic
• Generate leads
• Boost sales
• Build relationships with customers
• Improve customer service
• Gain valuable insights into your target market

How to get started with social media marketing

If you’re new to social media marketing, there are a few things you need to do to get started:

1. Define your target audience. Who are you trying to reach with your social media marketing?
2. Choose the right platforms. Not all social media platforms are created equal. You need to choose the platforms that your target audience is most active on.
3. Create a content strategy. What kind of content will you share on social media? How often will you post?
4. Start creating and sharing content. Once you have a content strategy in place, you can start creating and sharing content.
5. Engage with your audience. Social media is a two-way street. Be sure to engage with your audience by responding to comments and messages.
6. Track your results. Pay attention to your analytics to see what’s working and what’s not.

Tips for Social Media Success

Here are a few additional tips for success:

• Be patient. It takes time to build a strong social media presence.
• Be consistent. Post regularly and consistently.
• Use high-quality visuals. People are more likely to engage with visually appealing content.
• Run contests and giveaways. This is a great way to generate excitement and engagement.
• Use social media advertising. This can help you reach a wider audience.
• Partner with influencers. Influencers can help you reach a new audience.

Smart Advice for Social Media Marketers

1. Set Clear Goals
   Decide if you want to use social media primarily for brand awareness, lead generation, or direct sales. Your strategy will vary depending on your objective. For instance, if you’re aiming for leads, consider running ads or lead-generating content (like guides or special offers) on Facebook or Instagram.
2. Stay Consistent
   Whether it’s once a week or more often, have a regular posting cadence. Consistency helps people remember you. It’s easy to be forgotten amidst the noise if you stay silent for too long.
3. Engage, Don’t Just Broadcast
   People go on social media to connect, not just to be sold to. Ask questions, run polls, reply to comments and messages, and acknowledge feedback. The more you engage, the stronger your community becomes.
4. Keep an Eye on Data and Metrics
   Almost every social platform offers basic analytics. Track engagement rates (likes, comments, and shares), clicks to your website, and even conversions if you’re advertising. That data helps you refine what content resonates best with your audience.
5. Be Aware of NZ Regulations
   Ensure you follow the Unsolicited Electronic Messages Act so you don’t send spammy content . If you allow comments or reviews on your page, have a policy in place to address harmful or abusive content (which must comply with the Harmful Digital Communications Act). Additionally, you must respect privacy laws when collecting or using any personal data of your followers or customers.

Trends to Watch in 2025

1. Short-Form Video and Reels
   Consumers love quick, entertaining videos—especially on TikTok and Instagram Reels. Even if you’re a service-based business (say, a plumbing company), you can share before-and-after job clips or quick DIY tips.
2. AI Integration
   New tools can help small businesses handle customer inquiries on Messenger or Instagram DMs more efficiently, provide instant responses, and even automate some parts of content creation.
3. Social Commerce
   Platforms increasingly offer in-app purchasing features, letting customers buy without leaving the social network. Adding a “Shop Now” tab to your Facebook or Instagram page can simplify the buying process.
4. Building Authentic Communities
   Success on social media isn’t just about huge follower counts. It’s about cultivating a real, engaged audience who will champion your brand. Offer behind-the-scenes insights, exclusive sales, or loyalty perks to keep them involved.

Social media has evolved from a novelty into a primary channel for connecting with and converting new customers in New Zealand. Whether you’re just getting started on Facebook or trying to expand across TikTok and Instagram, the key is to remain authentic, consistent, and responsive. Embrace social media as an extension of your customer service and brand storytelling—and watch your small business thrive.

For more hands-on digital marketing advice for small business, check out our online training course, Practical Digital Marketing for NZ Small Business.

If you want more training specifically focussed on Social Media, we offer a number of courses that do just that:

The Principles & Practice of Social Media Marketing

Elevate your social media game to new heights with our 13-part “Social Media Marketing Course,” specially tailored for New Zealand businesses relatively new to Social Media. This course offers a deep dive into the world of social media, equipping you with the strategies and tools necessary to create engaging content, foster a thriving community, and drive meaningful engagement across platforms. From the basics of platform selection and content creation to advanced techniques in analytics, advertising, and influencer collaborations, we cover everything you need to stand out in the crowded digital space.

As social media continues to evolve at a rapid pace, staying updated with the latest trends and algorithms is crucial for success. Our course provides not just the foundational knowledge but also the cutting-edge insights that are particularly relevant to the New Zealand market. Whether you’re a small business owner looking to expand your reach, a marketer aiming to refine your social media strategy, or a content creator seeking to increase your impact, our “Social Media Marketing Course” is designed to propel your social media efforts to the forefront of excellence. Join us to transform your social media presence and turn your brand into a powerhouse of engagement and growth.

For more details of the Social Media Marketing online course, please click here.

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We also have a combined course that will help you master both of New Zealand’s most powerful social media:

How to Prepare an Effective Social Media Brief

For more details of the How to Prepare an Effective Social Media Brief programme, please click here.