If you own a small NZ business you may be pondering the need for your own social media channels too.

Do you really need them?
The odds are EXTREMELY likely that you do.

Which social channels best suit your business and audience?
Let me briefly explain the top social media contenders in New Zealand.

With 3.5 million Kiwis active on social media and spending approximately 1 hour and 53 minutes on social media networks each day, you’ll want to play in their space. [Source 2018 research Hootsuite/We Are Social].

There are so many social media network options to choose from. We know that, as a small business, social media takes resource and commitment to embrace.  Where should you start?

  • By a country mile (and I can say that, living rurally), the most popular network in New Zealand is Facebook, dominating older audiences. It has been Kiwi’s preferred social channel for near on a decade.

  • Instagram is popular with the under 35 year olds. While Facebook owns Instagram and they share some compatibilities, both channels have different purposes. Instagram is the preferred channel for many ‘influencers’ who play a big part in social media marketing.

  • Pinterest is of interest to some small businesses, and too its users – predominantly female audiences who have interests in food, fashion, home decoration and other such lifestyle content.

  • Depending on your type of business, Twitter may be your friend or foe. While it has never really hit the highs of the US, it’s now regaining some traction in New Zealand.

  • The social network for business people is LinkedIn which has gone beyond a ‘networking for a new job’ site, it’s  quite a major networking tool for B2B (business to business) marketers.

  • YouTube should also be thrown into the mix for a consideration. While it isn’t strictly a ‘social network’ it does actively compete for audience.

Should your small business be on ALL of these channels? No.

Be realistic about where your audience is and your resource to implement, sustain and grow these channels for your business.

Remember, the not-so-humble website should ALWAYS be amongst your digital assets. You OWN your website and its content, Social Media is a RENTED space to help reach your audience.

Still not sure? Ask me for advice. I’m happy to spend some time with you, free of charge, to help you navigate your way through the social media minefield.


  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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