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

 


Westpac NZ: Warns About Sophisticated New Scam
Westpac NZ is warning New Zealanders about a sophisticated new scam that involves a fake Westpac investment prospectus.
The prospectus is formatted to resemble a Westpac document and includes professional-looking imagery... More>>



Campaign For NZ Coastal Tankers : Says Fuel Security At Risk

Three unions representing New Zealand shipping crews are mounting a united campaign to protect New Zealand’s fuel security and save New Zealand coastal tankers... More>>



Tourism: Travel Bubble With Cook Islands Resumes

Cook Islands tourism restarts today, ending a five-month border closure due to COVID-19. Graeme West, General Manager Australasia for Cook Islands Tourism Corporation, said today’s first flight of quarantine-free travel from New Zealand to the Cook Islands is very significant... More>>


Insurance Council of New Zealand: September South Island Windstorm Cost $36.5 M Raises 2021 Extreme Weather Claims Total To $321.6 M

Gale force winds and storms between 9 and 13 September 2021 resulted in insurers supporting communities to the tune of $36.5 m. This is a significant rise, of $16.7 m, on preliminary figures for the event and lifts the end of year total for all extreme weather events in 2021 to $321.6 m... More>>


Statistics: Building Consents Hit New Highs In November
There were a record 48,522 new homes consented in the year ended November 2021, Stats NZ said today. This was up 26 percent compared with the year ended November 2020... More>>

Fonterra: Revises Milk Collection Forecast
Fonterra Co-operative Group Limited today revised the forecast for its 2021/22 New Zealand milk collections to 1,500 million kilograms of milk solids (kgMS), down from its opening forecast of 1,525 million kgMS... More>>