According to the report, social media attracted over 110,000 new active users in 2020. That took the total number of Kiwis with active social media accounts to 3.97 million — a whopping 82 percent of the entire population aged 16 to 64. Importantly, 97 percent of those users access social media through mobile devices, which are foremost now used to view video content.
Trends examined in the report found that video was the main driver of high engagement. A satirical clip announcing the NZ Police adopting skateboards as their mode of transportation gained over 2.3 million views, more than New Zealand’s biggest ever TV audience for a single broadcast (2011 Rugby World Cup Final, France vs the All Blacks saw 2,036,900 viewers).
Co-founder Jon Randles says: “Our report is clear evidence that video kills or makes the social media star.
“A simple highlights video on the All Blacks Page about Sonny Bill Williams for example 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.”
Sport, tourism and media dominate the top 10 most liked Facebook Pages in New Zealand with the All Blacks’ page the most popular, racking up 4.6m likes.
100% 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 10 spots.
The report is in its third year, and is the only one to provide an annual snapshot specifically of New Zealand’s social media marketing landscape. In compiling this year’s findings, Mosh analysed cumulative data of over 24,164 Facebook pages and over 11,674 Instagram accounts.
Randles adds: “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.”
Read the full report here.