Did you know that more than 2.6 million people use Instagram in New Zealand? That’s a huge potential audience to capture for your business! More than half of them are women, and the largest user group is people aged 18-24 years old, so if your business targets either of these sectors, then even better.
We’ve dug through the Reels, posts and likes to find some Kiwi businesses hitting the Instagram sweet spot. We hope how they use Instagram for marketing inspires you to try it out for yourself.
#1. Sharesies @sharesiesnz
You might think that investing in shares and KiwiSaver might not be all that interesting. But Sharesies has set out to change all that.
Their brand is bright and colourful, and their Instagram account takes that and runs with it. Plus, it takes what could be dry information and displays it in a way that makes it much more appealing. The account also features videos with local experts answering questions or giving opinions, providing a personal touch. Pinned posts ensure that their most important content – their book and KiwiSaver scheme are always easy to find.
#2. Indie Home Collective @indiehomecollective
At the other end of the colour spectrum to Sharesies, Indie Home Collective’s Insta is a sea of calm and tranquillity reflecting their stylish stock. Based in Auckland and founded by lifestyle and interior stylist Claudia Kozub, the collections combine imported items and pieces designed and made in New Zealand. It’s best to scroll through without your credit card; otherwise, you might be tempted to shop up a storm. From social media aesthetic point of view, it’s worth paying attention to their use of different image options. It’s a great showcase, from flat lays to styled shots to a mix of long-distance and close-up on details.
#3. Kapiti NZ @kapitinz
Home to cheese, yoghurt and ice cream, this Insta account doesn’t have the biggest amount of followers. But it is another example of how images are super important in levelling up your socials. Plus, a bit of quirkiness sets the brand apart from its competitors. The people behind the account are also great at making the most of tying their branding to events or special occasions. From a pair of spoons peeping up from like rabbit ears behind a tub of yoghurt at Easter or the slogan “A board fit for a King” next to an image of a stack of cheeses designed to look like a King chess piece to mark a King’s Birthday Weekend, they nail it. Also, cheese and ice cream – what’s not to love?
#4. Capsule NZ @capsule_nz
Capsule is an excellent example of people pivoting and creating something extraordinary from adversity. It’s a curated collection of stories and op-eds put together by a group of women who used to work at some of New Zealand’s most prominent magazines until the Covid-19 pandemic forced the publishing company to shut. Most posts are previews of the article because it’s a collection of long-form posts on a website found via a link-in-bio set-up. That means they have to strike a delicate balance between making you want to click on the bio to read more and not giving away too much before you’ve read the piece. Consistent styling across fonts and layouts creates cohesion on the account, even with the diversity of the posts.
#5. Wonky Box @wonkybox.nz
Wonky Box is on a mission – to reduce food waste and encourage people to eat seasonal fruit and veg even if it isn’t the best looking by offering a fruit and veg box subscription service. Their Instagram is an excellent mix of updates on available fruit and veggies, behind-the-scenes looks at what the team is up to and informative content like super tasty recipes you can use your wonky fruit and veg to make, and the occasional cute cartoon vegetable.
#6. Animates @animatesnz
Animates isn’t technically a small business, but its Insta is full of cute animals, and that’s good enough for us. It’s also a great example of how a brand can use its audience and collaborate to create a connection through social media. Animates often feature posts from Insta accounts of pet influencers, and customers dressed up, enjoying their favourite treats, or in-store using facilities like the DIY Dog Wash. This shows some appreciation for their customers and, from a business point of view, helps amplify Animates’ reach, especially if the posts get tagged or re-shared by other followers.
Inspired but need help figuring out how to get started or grow your Instagram audience?
If these accounts have inspired you to spend more time on Instagram for your own business, but you need help figuring out where to start, then one of NZIE’s short courses is the answer.
We offer courses on social media strategy and content creation, as well as auditing your social media accounts. Or grab our Social Media Toolkit, which gives you everything you need for social media success in one bundle.