When Your AI Screws Up, Who Owns It?
Oct 19th, 2026When AI makes a mistake, who's responsible? Learn about AI accountability, business risks and how NZ companies can use AI responsibly.
Read MoreCustomer purchasing behaviours are changing
Digital platforms such as TikTok, Facebook, Instagram and X have significantly transformed the way consumers interact with brands and make purchasing decisions.
This pivot across social media algorithms has played a big role in changing consumer expectations and engagement behaviour, making it essential for brands to create personalised, relevant content that adds value.
With Covid-19 Pandemic lockdowns, engagement was top of mind for consumers which meant brands needed to entertain and add value. This caused a shift in standards and in what content types are prioritised on social.
As a result, many brands have started using TikTok style content across social media and algorithms have prioritised it. Short videos that are entertaining, educational, and engaging, have a higher chance of out-competing other content types. When a video goes viral, it can reach thousands of users within a short period, generating a massive amount of brand awareness and driving sales.
What are the main differences across key social media channels?
TikTok is one of the most popular short-form video platforms and uses artificial intelligence to curate content for each user based on their viewing history, interactions, and interests.
Facebook, with over 2 billion active users, is one of the largest social media platforms. Brands can use Facebook to create targeted ads and sponsored posts, engage with their customers through comments and private messaging, and share news, information, and entertainment.
Instagram, with over one billion active users, is known for its visual content, with users sharing photos and videos of their experiences, products, and services. Brands can use Instagram to create visually stunning content, engage with their followers through comments and direct messages, and promote their products through targeted ads.
Twitter is a microblogging platform that allows users to share short, 280-character messages. The platform has become a hub for news and information, making it a powerful tool for brands to share updates, promote their products, and engage with their audience. Brands can also use Twitter to monitor conversations about their brand and industry, and respond to customer inquiries and feedback
Your customers are shopping differently. Is your digital strategy keeping up?
We help NZ businesses adapt their digital marketing and eCommerce presence to match how today’s customers actually buy.
- eCommerce strategy for Shopify and WordPress
- Conversion rate optimisation to turn browsers into buyers
- Google Shopping and social commerce management
- Analytics and insights to track evolving customer behaviour
Brands need to focus on personalisation and relevant content
The impact of social media algorithms on consumer behaviour cannot be overstated. These algorithms analyse data such as user behaviour, interests, and engagement to determine what content appears in users’ feeds. This means that brands need to create content that is relevant and engaging, and understand their customers’ preferences and pain points to reach their target audience.
Brands that can create personalised, relevant content that resonates with their audience will build strong relationships with their customers, drive sales, and stay ahead of the competition. Social media platforms provide a powerful tool to connect with your audiences, engage with customers, and promote products through targeted ads and sponsored posts.
Web Design ROI: How to Work Out the Return on a Website Rebuild
Sep 25th, 2026SEO is one of the most important long-term investments in digital marketing, but choosing the right agency can be difficult when so many promise the same results. The difference often comes down to transparency, strategy and the questions you ask before signing.
Read More
Performance Max for New Zealand Businesses: When It Works and When It Doesn’t
Sep 16th, 2026Performance Max gives businesses a way to reach customers across Google’s entire advertising network from one campaign, but its success depends heavily on strong tracking, enough conversion data and clear commercial goals.
Read More
