How Social Media in New Zealand Differs from Global Markets

Social media is everywhere, but the way Kiwis use it? That’s a whole different story. New Zealand’s digital landscape has its own unique flavour - one that’s shaped by our culture, our size, and the way we connect. For brands wanting to make an impact here, it’s not just about following global trends. It’s about understanding what makes social media in Aotearoa tick and how to show up in a way that truly resonates.

If you’re looking for a social media agency in New Zealand that understands these nuances and can help your brand stand out, you’re in the right place.

1. A Smaller Market with Bigger Engagement

As of January 2025, New Zealand had approximately 4.47 million Facebook users, making up 85.8% of the population (NapoleonCat, 2025). While that’s a fraction of the user base in markets like the US or UK, it comes with a silver lining - connections here run deep. Kiwis expect real interactions, not just polished marketing speak. This means brands have a real opportunity to create meaningful engagement rather than just chasing numbers.

2. Facebook Still Reigns, But Other Platforms Are Catching Up

If your brand is looking to build a strong social media strategy in New Zealand, knowing where your audience spends their time is key. While global markets are shifting towards newer platforms, Facebook remains the powerhouse in New Zealand, with 4.47 million users as of 2025 (NapoleonCat, 2025). Instagram is also a key player, boasting 2.53 million users, and LinkedIn has seen impressive growth, reaching 3.13 million users (Statista, 2025).

TikTok has been making significant inroads, especially among younger demographics. As of 2023, 60% of New Zealanders aged 18-29 reported using TikTok at least once a week, highlighting its growing popularity among the youth. In contrast, usage drops to 21% for those aged 30-49 and even lower for older age groups.

For brands looking to connect, the takeaway is simple: don’t sleep on Facebook and Instagram just yet, and make sure LinkedIn is in your toolkit if you’re in the B2B space, or TikTok if you’re B2C. If you’re working with a social media marketing agency in New Zealand, they should be able to guide you on which platform best aligns with your brand’s goals.

3. Kiwis Love Real, Relatable Content

New Zealanders have a low tolerance for overly polished, sales-heavy content. We prefer brands that tell real stories, show behind-the-scenes moments, and engage in a way that feels human. Highly curated content that looks great but lacks authenticity? That’s not what wins here.

Video content is still king - especially on Reels, TikTok, and Facebook - but the magic happens when brands use it to educate, entertain, or inspire. The rise of user-generated content is a testament to this: if your audience creates content for you, you’re doing it right (DataReportal, 2024).

4. Local Brands Have a Competitive Edge

Looking for an edge over global competitors? New Zealand businesses have a distinct advantage when they lean into their local identity. Sustainability, community engagement, and ethical business practices are all key to building trust. Brands that showcase these values consistently on social media see stronger engagement and long-term loyalty.

So, if you’re a local brand, don’t be afraid to own your Kiwi roots. Share your backstory, highlight your connection to the community, and show how you’re making a difference. The right social media agency in NZ can help you craft a strategy that brings these values to life in a way that resonates with your audience.

5. Ads Cost More, But They’re Worth It

With a smaller audience pool, advertising costs in New Zealand can be higher per impression than in larger markets. Social media ad spending in NZ is set to hit US$426.58 million in 2025, showing that brands are still investing heavily (Statista, 2025).

The key here is to be smart about targeting. Broad campaigns with generic messaging don’t perform well here - geo-targeting and audience segmentation are crucial. Pairing organic strategies with paid campaigns will help keep engagement high without over-relying on ad spend (DataReportal, 2024). A well-planned approach from a social media agency in New Zealand can ensure your ads reach the right people and drive real results.

The Bottom Line

New Zealand’s social media landscape is different from the rest of the world, and that’s a good thing, especially if you’re a Kiwi business, because hey, that means you already understand and live the lifestyle. It’s a space where authenticity wins, community matters, and local brands have a real chance to shine. The brands that succeed here aren’t the ones chasing the latest global trends - they’re the ones that understand Kiwi culture, listen to their audience, and show up with real, relatable content.

At Daring Digital, we get it. We’re a specialist social media agency in New Zealand, and we help brands create social media strategies that work for New Zealanders, not just for algorithms. If you want to grow your brand’s presence in a way that feels genuine, engaging, and results-driven, let’s chat. We’re here to help you make a real impact, with all our clients continuously exceeding engagement rate global benchmarks.