Social Media Platform Guide 2026

‍YouTube

New Zealand's largest platform & unsung hero

TARGET AUDIENCE

Everyone, and especially 25–54s, who want depth

If you have something to tell or teach people, put it on YouTube. YouTube reaches more Kiwis than any other platform, spanning all age groups and genders almost equally (50.9% female / 49.1% male). It’s on our phones and TVs. It's the first place people go when searching for answers, tutorials, reviews, and entertainment. Unlike passive social feeds, YouTube viewers are intentional, and this is important to note for your content.

BEST CONTENT 

• How-to tutorials and explainers
• Behind-the-scenes and storytelling
• Product demos and reviews
• Interview and podcast-style videos
• Documentary mini-series

OUR ADVICE

• Use a great thumbnail to drive clicks
• Nail your hook in the first 5 seconds 
• Optimise titles and descriptions for search
• Try using chapters to improve watch time
• Try repurposing long videos as Shorts

‍★  PRO TIP YouTube is a search engine and a social platform. Think about what your audience is actively Googling and build content that answers those questions. If done well, this will drive organic discovery for years. 

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‍Facebook

The community & whānau networks

‍TARGET AUDIENCE

35+ Kiwis, communities, and local decision-makers

Still our largest “true” social network and the one people say they’re leaving, but don’t. Facebook is still an important platform for millennials and older, particularly homeowners, parents, business owners, and people with purchasing power. It remains the dominant space for community groups, organising and events.  You might notice less engagement and traffic on your business page, but keep posting. Our advice is to get into the communities you serve & be visible and helpful there. 

‍BEST CONTENT TYPES

• Community group posts and discussions
• Events online and in-person
• Video (native uploads outperform links)
• Customer stories and testimonials

OUR ADVICE

• Join relevant community groups, create a new one if not there 
• Use Events to grow awareness 
• Paid ads still give great ROI
• Respond to comments quickly & use the automated tools when you can’t

‍★  PRO TIP Facebook Groups are hugely underused. Creating or actively contributing to a community group around your speciality builds trust and organic reach that your business page could never do. 

‍Instagram

Visually together, educating and inspiring 

‍TARGET AUDIENCE

18–44 Kiwis, with a female skew 

If you thought all the youth were only on TikTok, you have missed Instagram! A platform loved by rangatahi and ageing millennials alike. That’s probably why it’s one of our favourite platforms for brands and kaupapa. 

It grew 10.4% in a year. Its audience is 53.8% female and heavily concentrated in the 18–44 bracket. This is an audience who are aspirational, visually literate, and highly brand-aware. 

‍BEST CONTENT TYPES

• Reels (short-form video is great)
• High-quality photography and carousels
• Stories for daily engagement
• UGC and reposts
• Influencer collabs
• Behind-the-scenes and founder content 

OUR ADVICE

• Reels get 2–3x more reach than static posts
• Be consistent with the brand and visual identity to build trust 
• Use Stories daily 
• Add captions to ALL videos, including stories 

‍★  PRO TIP Reels are your fastest route to new audiences on Instagram, especially with Test Reels specifically made to show only to new audiences. Find something you can talk all day about and YAP. You’ll win with personality, humour, or educational content delivered in short-form video. 

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‍TikTok

The fastest-growing platform in NZ, still

‍TARGET AUDIENCE

Under-35s and a surprisingly male-skewed adult base (52.7% male)

TikTok is NZ's standout growth story, up 11.5% year-on-year, and notably more male-skewed than most platforms (52.7% male among adults). While it leans heavily toward under-25s, its audience is rapidly ageing up. TikTok's algorithm is uniquely democratic: content from zero-follower accounts can go viral overnight, making it the best platform for organic discovery. And, the ad engine is powerful, so when you need to get a message to a specific group, we think it needs to be part of your marketing mix. 

‍BEST CONTENT TYPES

• Authentic, lo-fi short-form video
• Trending sounds and challenges 
• Storytelling in 15–60 seconds
• Storytime series 
• Educational 'did you know' 
• Day-in-the-life and process 

OUR ADVICE

• Real content wins - polished ad-style content underperforms
• Post regularly (daily if your growth platform)
• Use trending audio to boost discovery
• Hook in the first 1–2 seconds 
• Find your niche and lean in 
• Engage with comments, this helps your community and the algorithm 

‍★  PRO TIP TikTok rewards authenticity over production. A shaky, genuine video shot on a phone will almost always outperform something designed by an ad agency. Don’t overthink it, just get it out there!  

‍LinkedIn

The under-utilised working population powerhouse 

‍TARGET AUDIENCE

Professionals, decision-makers, and B2B aged 25–55

The working population in Aotearoa are all on LinkedIn, and we think it’s one of the most powerful platforms. But people are not making the most of this audience! LinkedIn's NZ membership grew 10% in a year. It’s the best channel for sharing founder wins and challenges, and connecting with your industry. 

‍BEST CONTENT TYPES

• Thought leadership articles and opinion pieces
• Industry insights 
• Personal career updates and business news
• Case studies 
• Short-form video (native uploads, not links)
• Polls and conversation starters

OUR ADVICE

• Write posts that share your genuine opinion
• Utilise your headline to tell people what you’re doing or how they can connect 
• Comment on others' posts to increase engagement and connect to your ideal audience 

‍★  PRO TIP LinkedIn's algorithm favours personal profiles over brand pages, but you can do both. Share from your company page and add your personal spin from your personal account. 

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‍Reddit

The internet's word-of-mouth engine & one to move on 

‍TARGET AUDIENCE

Curious, research-driven Kiwis. Skews male 18–34, across niche communities 

If you’re not factoring Reddit into your marketing mix, then now's the time to think about it. Reddit's reported NZ reach of 3.80M (72.2% of the population) is huge and almost unbelievable. DataReportal flags the 162% YoY growth as likely a data correction rather than pure user growth, so treat the numbers with some caution. We’ve seen them take an aggressive marketing approach on the competing social channels, indicating a move to bring even more traffic into their already popular platform. 

Reddit is where Kiwis go to research big purchases, ask big questions, and have real conversations. Its communities (subreddits) span every possible interest, from r/newzealand to hyper-specific hobby and professional groups. 

*Note: large YoY jump likely reflects a data correction in Reddit's ad tools rather than actual user growth.

‍BEST CONTENT TYPES

• Helpful and genuine participation in relevant subreddits
• AMAs (Ask Me Anything)
• Helpful, informative long-form posts
• Sharing expertise without selling
• Responding to questions where you can

OUR ADVICE

• Start by observing in your speciality areas
• Contribute value & not sales
• Test Reddit Ads for specific interest and community targeting
• Regularly monitor Reddit for brand mentions and industry conversations you can contribute to

‍★  PRO TIP Reddit users are among the most sceptical audiences online, but loyal once trust is earned. The companies that win here use Reddit as a listening and credibility-building tool rather than sales and promo. Being genuine and helpful where people are looking will do more for you than an ad ever could.