New Report By Mosh Reveals: Kiwi’s Social Media Habits

A new report by social media specialist agency Mosh has revealed the top trends across New Zealand’s social media landscape, including the growing role of video across Facebook and Instagram.

Sport, tourism and media dominate the top ten most liked Facebook Pages in New Zealand with the All Blacks’ Page the most popular, racking up nearly as many likes as there are people in New Zealand.

100 per cent Pure New Zealand, Air New Zealand, Blackcaps and NZV8 Magazine make up the rest of the top five most liked Facebook Pages. With Les Mills, NZ Herald, Stuff.co.nz, Performance Car and Radio Tarana claiming the remaining top ten.

The report also disclosed the top Kiwi Instagram influencers including singer @lorde (7.6 million), beauty influencer @shaaanxo (1.4 million), boxer @joeboxerparker (290k) and tattoo artist @DBKaye (261k).

In compiling this year’s findings, Mosh analysed cumulative data of over 24,164 Facebook Pages and over 11,674 Instagram accounts.

The report’s other key findings include;

● On Facebook, live video viewing spiked by 50 per cent during lockdown periods and Instagram Live went wild in 2020 as well, with usage increasing by 70 per cent in a single month.
● A snapshot of how the pandemic has and will continue to effect social media and internet usage in New Zealand, including the increased daily use of online shopping (170,000 up in 2020 from 2019)
● The top takeaways to learn from our highflying brands include the importance of telling your brand story and having a clear purpose
● The trends to be aware of as we look into 2022 such as the power of live, data privacy, identifying fake news and a new focus on owned media.

Co-founder of social media agency Mosh, Jon Randles, said: “A simple highlights video on the All Blacks Page about Sonny-Bill Williams was seen over two million times.

“In comparison, New Zealand’s most viewed show ‘1 News’ attracts 800,000 watchers per episode. This just goes to show the power of social media video.

“If there’s one thing that the chaos of 2020 taught us, you can’t ‘set-and-forget’ your content strategy as the world of social media moves quickly. Social media marketers also need to be ready to lift their content game too, the days of posting cheesy ads are over,

“The internet, led by social media, has rapidly evolved from copy to images, and now to video. Our report is clear evidence that video kills or makes the social media star.”

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Jon Randles Mosh New Zealand Social Media