The Social Scramble

Updated: May 8, 2020

There’s one undeniable fact when it comes to business marketing. Your brand needs to be on social media!

With more than 3 billion people using social media every month, the best chance of creating brand awareness, sharing your products / services, expanding your customer database, showing that you are reputable and creating new paths of interest is by incorporating social media platforms into your marketing strategy. Utilising the predominantly free social platforms is one of the most important aspects of growing and grounding your brand.

With social media platforms, you have the opportunity to broadcast all the best parts of your business. By sharing the story behind your business online, you’re removing a barrier between you and the digital customer.

At the end of the day, if people don’t know about your business, they can’t become your customers. Being on social media boosts your visibility, and creates conversations amongst potential customers. From using hashtags through to catered advertisement campaigns, there are many ways in which you can personalise and tweak your social media to optimally reflect your brand.

Let’s take a look below at some of the most popular social platforms in NZ for your business.

“ Social Media is about the people! Not about your business. Provide for the people and the people will provide for you. ”

- Matt Goulart


Facebook is the number one platform for growing your business. With 2.41 billion daily active users, Facebook is the most widely used social platform online.

This platform will make a noticeable difference in reaching your marketing goals when used properly, from brand awareness through to increased website traffic, online conversions and more.

It’s very likely that your target market is on Facebook. So, how to reach them? Facebook has fantastic advertising tools - you can target by age, gender, purchasing behaviors, location, interests and much more.

This means that you have full control of targeting your ideal market. Advertising is not expensive, you can spend as low as $2 a day to reach an amazing amount of people through ads and content in their news feed.


Our next choice for online advertising is Instagram - following very closely behind Facebook,

Instagram has 500 million daily active users and has access to the same extensive user base and advertising that Facebook has. How? Mark Zuckerberg, CEO of Facebook, saw so much potential in Instagram that he bought it for $1 billion only 18 months after it launched, and has continued to grow it ever since.

Instagram however, has some benefits of advertising without the need for financial investment. By utilising popular hashtags, you will reach people searching for those hashtags. Say someone is looking for #smallbusinessmarketing - by adding that hashtag to your Instagram post, you will reach those people.

Instagram is also a visual platform - excellent for those with physical products.


If your business caters to a predominantly female base, Pinterest is definitely a platform you want to join. Pinterest has 291 million monthly active users. Out of those users, 81% are women. Lifestyle articles, DIY, wedding inspiration, outfit ideas and food recipes are some of the top searches on Pinterest.

People come to the platform for inspiration - “pinspiration.” They’re planning their weddings, vacations, dinners and general day to day inspiration. Because of that, they’re very receptive to brand content.

Pinterest doesn’t have the same advancement in advertising as Facebook does, but you can reach users by the amount of keywords you include in a post and if they align with what a user has searched.


YouTube is a video platform. With 2 billion monthly active users, you can easily reach your ideal audience by creating videos and advertising on other people’s videos.

YouTube is the 2nd largest search engine and the 3rd most visited website worldwide, behind Google and Facebook. Because of international search, videos are blended in with images, news and local searches together in Google’s search results to provide the best quality information. Google considers video to be as important as text-only pages.

Using YouTube for business can also help you re-purpose content that you’ve already created. Re-purposing content you have already created is an effective form of content marketing, as you’re reaching people who could be more visual or aural learners.


If your business follows a B2B (business-to-business) model, or targets consumers based on job title, then LinkedIn will be a great social platform to be on. LinkedIn has 303 million monthly active users, most of whom are in the working world.

Because LinkedIn is a social media platform focused on and for businesses, people include more accurate information about their employers, job positions and work email addresses than on other social media platforms that were created more for personal use.

You can connect with users based on where they work or just to expand your business network.

There's plenty more platforms that you can utilise, but if you're starting out, begin with these and go from there!

Other Tips

People aren’t interested in businesses that have corporate-style social media posts. Let your brands personality reflect in everything that you share on social media.

Make sure your brand's voice is just right, whether that’s casual, funny, formal and/or friendly. Be true to your brands identity, not just how you think you should be seen. Your followers want to see real people behind your business profile.

Social media is about creating trust. People are more discerning about which brand they want to support. Before making decisions, they'll research their options through social media. Setting up a memorable and helpful social media account, which is updated frequently with relevant content, will build trust and make sure you make a positive first impression. Develop your reputation as a responsive and caring brand by offering extra support and communication through your social channels.

The “takes a lot of time and dedication” thing doesn’t resonate with business owners who have a stupidly long to-do list! We're never surprised when one of the first things people ask during a consultation is, "How much time will I need to spend on my business for success?"

The reality is that social media does take a relatively large amount of time to grow and for your brand to become noticed. The good news is that there are social media gurus who know the online realm inside and out, so it can be a lot quicker and efficient to hire someone who can do everything you need for a reasonable investment. Social Paihia offers great social media investment packages, and works with specific budgets and needs.

Stay excited folks!

Stef xx

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