If anything, the feud between Apple and Facebook over data tracking and transparent privacy settings has highlighted the sensitive nature of collecting customer information via social media channels. This is especially true for the subsequent sharing of said information with third parties – advertisers.
At the same time, the ability for marketers to target their brands in a personalised way tends to goes hand in hand with social media. In this format, brands can craft their content for audiences based on a variety of attributes – demographics as well as any number of other elements based on audience profiles. This doesn’t give marketers the ability to address people personally, but it does ensure they can target their content at the type of people who’re most likely to engage with their brands and messaging.
In August, Mosh Social Media released its ‘New Zealand Facebook & Instagram Report 2021’, which revealed the social strategies behind top Kiwi brands that are reaching millions of viewers. According to the report, social media attracted more than 110,000 new active users in 2020, taking the total number of Kiwis with active social media accounts to 3.97 million — a whopping 82 percent of the population aged 16 to 64. Importantly, 97 percent of those users access social media through mobile devices, which are now mostly used to view video content.
Trends examined in the report found video to be 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 (the 2011 Rugby World Cup Final, France vs the All Blacks, at 2,036,900 viewers).
Other trends the report highlighted include the power of live messaging, cross-app messaging and content planning; the importance of owned media; and concerns over data privacy. While the former trends
