Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Time running out for NZ businesses using free Facebook

Report: Time running out for NZ businesses using free Facebook

FOR IMMEDIATE RELEASE: November 9, 2017

Time is running out for New Zealand businesses using Facebook, according to a new survey of nearly 24,000 pages which reveals the effects of the platform tightening its grip on free marketing.

Mosh Social Media’s 2017 Facebook Report examines the Facebook pages of 23,971 New Zealand businesses.
Read the full report here

The in-depth look reveals how engagement rates have dropped as Facebook introduces paid services like advertising and promotions.

“In short, the days of getting widespread reach for free are almost over for most brands,” explains Mosh co-founder Jeremy Marks.

“It’s still possible to get good traction for free, but that only comes with great content. Creating and sharing stuff that adds value to people’s lives is more important than ever before.”

Engagement is a key metric to measure the success of a brand’s online presence and can be measured in a few ways. Using publicly available data only, the engagement rate in the report is defined as the average number of interactions on each post, as a percentage of a page’s followers.

The report showed that the average engagement rate for New Zealand businesses is just 2.63 percent and nearly half of all Kiwi businesses using the platform have just one — or no — people talking about them.

Comparatively, Marks says, “five or six years ago a business could expect 50 percent or more of its followers to engage with each post.”

Conducted in September, other highlights of the report include:

• Just over half (51.4%) of all New Zealand Facebook pages (not including global brands) have less than 500 likes;

• About a quarter (23%) have fewer than 100 likes;

• Two-thirds (65.6%) have less than 1,000 likes;

• Only eight pages have more than 1 million likes;

• The All Blacks are the most liked with 4.5 million and are also the most talked about.

Marks says the report shows New Zealand businesses need to work harder than ever to woo their customers on Facebook.

“Our research shows businesses need to make sure they are giving their audiences interesting, entertaining or informative content which also aligns with their brand.

“Because it’s harder to get eyeballs on your business page without paying for it, it is the genuinely good posts coming through as the heroes. People don’t want to see rubbish on their timelines, and will punish those giving it to them by unfollowing or blocking them.”

Marks says the successful brands are using posts which are emotive, useful and show “behind the scenes.” Those using strong visuals — especially video — are also the top achievers.

“Pages should share stories relevant to the brand and use humour, ask questions, interview experts or public figures and share testimonials.”

Creating and sharing high quality content benefits consumers as well as businesses, he says.

“No one likes to be sold to and unless you’re a ‘daily deals’ type business so Facebook should be off limits for the hard sell.

“Brands need to create a conversation and offer value to fans, otherwise they’ll find themselves without any. When they create valuable content, they get happy and loyal consumers — it’s a win-win.”

Other findings of the report revealed the All Blacks, 100% Pure New Zealand, Peter Jackson and Flight of the Conchords are amongst the biggest New Zealand brands on Facebook.

It also revealed up until very recently NZV8 magazine had more likes than Air New Zealand, that Whittakers is the most liked food brand and nzherald.co.nz, Radio Tarana and Stuff.co.nz are the best performing media brands.

ENDS

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

Statistics New Zealand: COVID-19 Sees Record 12.2 Percent Fall In New Zealand’s Economy

Gross domestic product (GDP) fell by 12.2 percent in the June 2020 quarter, the largest quarterly fall recorded since the current series began in 1987, as the COVID-19 restrictions in place through the quarter impacted economic activity, Stats NZ said ... More>>

ALSO:

Climate: Scientists Release ‘Blueprint’ To Save Critical Ecosystems And Stabilize The Earth’s Climate

A group of scientists and experts produced the first comprehensive global-scale analysis of terrestrial areas essential for biodiversity and climate resilience, totaling 50.4% of the Earth's land. The report was published in Science Advances ... More>>

ALSO:

MPI: Independent Review Launched Into Assurances For Safe Transport Of Livestock By Sea

The Ministry for Primary Industries (MPI) has launched an independent review of the assurances it receives for the safe transport of livestock by sea. MPI Director-General Ray Smith says Mike Heron QC has been appointed to lead the review, which is expected ... More>>

ALSO:


Computers: New Zealand PC Market Grows Nearly 40% Due To Work From Home Demand

COVID-19 had large impacts on demand for PCs as businesses prepared for lockdowns by purchasing notebooks to mobilise their workforce. In the second quarter of 2020, New Zealand's Traditional PC market experienced a 39.7% year-on-year (YoY) growth ... More>>

ALSO:

Mediaworks: Reaches Agreement To Sell TV Operations To Discovery, Inc.

New Zealand’s largest independent commercial broadcaster MediaWorks and the global leader of real-life entertainment Discovery Inc. (“Discovery”) are pleased to announce they have reached a binding agreement regarding the sale of MediaWorks’ ... More>>

ALSO:

Ministry of Health: Public Transport Distancing Requirements Relaxed

Physical distancing requirements on public transport have been reviewed by the Ministry of Health to determine whether they are still required at Alert Level 2 (or below). The Ministry’s assessment is that mandatory face covering and individuals tracking ... More>>

ALSO:

NZHIA: New Zealand Hemp Industry Set To Generate $2 Billion Per Annum And Create 20,000 Jobs

A new report says a fully enabled hemp industry could generate $2 billion in income for New Zealand by 2030, while also creating thousands of new jobs. Written by industry strategist Dr Nick Marsh, the report has prompted calls from the New Zealand Hemp ... More>>

ALSO:

Stats NZ: One In 14 Employed People Report High Risk Of Losing Jobs

About one in 14 workers say they expect to lose their job or business by mid-2021, Stats NZ said today. A survey of employed people in the June 2020 quarter showed 7 percent felt there was a high or almost certain chance of losing their job or business ... More>>

ASB Quarterly Economic Forecast: NZ Economy Doing Better Than Expected, But Challenges Remain

August lockdown estimated to have shaved 8% off NZ’s weekly GDP, and 0.5% off annual GDP Economy now expected to shrink 5% (year-on-year) by end of 2020 Unemployment rate now expected to peak at 7.2% The latest ASB Quarterly Economic Forecast is less ... More>>

ALSO:

SAFE: Live Export Ship Carrying 5,800 New Zealand Cows Goes Missing In East China Sea

Livestock carrier Gulf Livestock 1 sent a distress signal at 4:45am NZT yesterday in the East China Sea. The area is affected by Typhoon Maysak. At 4pm a patrol plane spotted a lifeboat - with no people in it - and a man in lifejacket nearby. The ship ... More>>

ALSO:

FMA: Kiwisaver Fees Don't Match Performance

The Financial Markets Authority (FMA) today published an independent report into the passive and active investment management styles [i] used by KiwiSaver providers. The FMA commissioned MyFiduciary to test the extent that KiwiSaver providers were ... More>>