Kiwi retail brands thrive with social media’s growing impact

Kiwi retail brands continued to thrive amid Covid-19 as they lifted their social media game, according to a report published by social-media marketing agency Mosh. 

Since last year, digital channels have become a major playground for brands to get exposure and thrive as online shopping boomed. New Zealand Post told Mosh that 170,000 Kiwis shopped online for the first time last year as a direct result of the lockdown. Meanwhile, a survey from Venture Insights found that 70 per cent of respondents are now shopping online, with increases not only of the number of online shoppers but also the frequency of their purchasing.

Amid the boom of internet use and online shopping, Facebook and Instagram dominated their social-media rivals, becoming the two most important channels for brands to promote their businesses. 

Facebook, which is home to more than 80 million small businesses around the world, remains New Zealand’s leading social platform where brands are predominantly seeking new customers and increased brand awareness, said Mosh. 

The Warehouse Group and Kogan-owned Mighty Ape are among retailers having best performance on this platform with approximately 256,000 and 400,000 page likes respectively. 

“These retail brands have a deep understanding of their audience,” said Jon Randles, co-founder of Mosh. “They stayed active and maintained engagement in a way that was sensitive and in tune with their customers’ needs. As a result, they outperformed and received a lot of brand love.

“Whatever you’re selling, the more you can understand and relate to your audience, the more effectively you’ll be able to communicate and interact.”

Meanwhile, Instagram has proven to be one of the most effective tools for small businesses, especially apparel retailers, to get broader exposure. Four retailers making the list of most-followed New Zealand brands are fashion brand I Love Ugly, Magnolia Kitchen, Adidas and streetwear brand Loaded.  

“We’ve seen more people buying online and looking to creators for shopping recommendations,” Instagram head Adam Mosseri commented when announcing the platform’s new features. 

Retailers having great performance and engagement on Instagram during the past year include Stolen Girlfriends Club, Checks Downtowns, Glassons and The Glow Lab. 

Mosh recommended retailers, who wish to boost their performance on social media, to keep telling their story, show the human face behind the business, and be clear about their purpose. 

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.