Social media continues to evolve, and New Zealand businesses must stay ahead of the curve to maximize their marketing impact. In 2025, the top social platforms remain vital tools for reaching diverse audiences and achieving business goals.

1. Facebook

Despite being a veteran in the social media space, Facebook maintains its dominance due to its vast audience and diverse features. With nearly three-quarters of New Zealanders active on the platform, it remains a crucial tool for businesses to reach various demographics. In 2025, the platform’s advancements in AI-driven advertising, hyper-targeted campaigns, and community-focused groups continue to make it indispensable for both small businesses and large enterprises.

2. Instagram

Instagram continues to thrive, particularly among younger audiences. The platform's focus on visual content, combined with new immersive shopping experiences and short-form video via Reels, has kept it at the forefront of social media trends. Businesses in New Zealand leverage Instagram for branding, influencer partnerships, and direct-to-consumer sales, thanks to its streamlined e-commerce capabilities.

3. LinkedIn

For businesses in New Zealand, LinkedIn has cemented itself as the go-to platform for professional networking and B2B marketing. With its strong focus on fostering professional connections, it’s an essential tool for companies looking to generate leads, recruit talent, or establish thought leadership. In 2025, LinkedIn’s robust analytics, interactive features like LinkedIn Live, and enhanced content discovery through newsletters and articles make it indispensable for businesses aiming to reach decision-makers and industry professionals.

4. TikTok

TikTok’s explosive growth shows no signs of slowing. Its highly engaging, algorithm-driven short-form videos have captured a wide range of age groups. For Kiwi businesses, TikTok offers unique opportunities to create viral content, connect with Gen Z and Millennials, and capitalize on trends quickly. Features like live shopping and partnerships with creators make TikTok a standout for businesses looking to stay relevant.

Emerging Platforms to Watch

As established platforms dominate, new social media networks are carving out their niches. Here are a few to watch:

• BeReal: Continuing its rise, BeReal offers an authentic, no-frills alternative to traditional platforms. While less marketing-centric, it’s ideal for brands aiming to showcase unfiltered behind-the-scenes content.
• Lemon8: A hybrid of Instagram and Pinterest, Lemon8 is gaining traction with users seeking aesthetic, lifestyle-driven content. This platform is particularly appealing to niche businesses in fashion, travel, and wellness.
• Bluesky: Founded by Twitter’s Jack Dorsey, Bluesky is a decentralized social platform focused on user control and privacy. It’s gaining interest from tech-savvy audiences and offers early adoption opportunities for forward-thinking brands.



To succeed in 2025, New Zealand businesses should maintain a strong presence on established platforms like Facebook, Instagram, LinkedIn, and TikTok, while experimenting with emerging ones to engage audiences and stand out in an ever-changing digital landscape.