A1- 6. Digital Platforms

 The following three digital platforms have been chosen to align with the current digital assets of Kaitoke Wilds and also a potential new digital platform for Kaitoke Wilds highlighted from the competitor analysis. These three platforms are also identified as the most popular and used platforms in both New Zealand and globally (Cooper, 2021; InternetNZ, 2021; Rettke, 2021). Alongside this, Facebook, Instagram, and YouTube allow for consumers to interact and engage with the brand through commenting, liking, and sharing as well as through links to products and brand websites. 

1. Instagram
   Instagram is a video and photo-sharing social media platform. Cooper (2021) stated that 50.8% of users identify as female and out of the total number of users, 63% are between the ages of 18-34. This highlights how fitting this platform is for Kaitoke Wilds target audience and for the buyer persona created. Examples of ways to use Instagram for content marketing include posting videos to Instagram stories, posting images on the profile feed, or creating interactive elements on this content such as the ‘swipe up’ function which leads to external websites. Hashtags are an important component allowing users to find more specific content. Instagram also offers paid advertising and analytics options. 

Kaitoke Wilds has 762 followers on Instagram making this platform it’s most popular digital asset. Unfortunately, Instagram requires business profiles to have over 10 000 followers to enable the ‘swipe up’ function (West, 2021), making this an unavailable feature for Kaitoke Wilds. However, as Kaitoke Wilds is a business profile, this means posts can be made into ‘shoppable posts’ where users can click to buy products (West, 202). This supports the brand awareness marketing objectives. Currently, Kaitoke Wilds does not utilise this function. Using this function could potentially lead to more clicks and conversions by creating a direct connection for the consumer to the product or shop landing page. This would ease the buyer's pain point of ‘looking to buy and order online’ at the consideration stage. Furthermore would solve the pain point of ‘wanting a quick and easy to navigate website/buying experience’ at the decision stage. 

2. Facebook
   Facebook is a social media networking platform where users connect with family and friends sharing content such as photos and posts. According to InternetNZ (2021), “Facebook is the most frequently accessed channel, with six out of ten people using it daily” (para. 5). This shows it as a leading social media platform used in New Zealand. Posting videos, images, and links to external websites or blogs are examples of content marketing on this platform. As with Instagram, Facebook offers paid advertising and analytics options.

Kaitoke Wilds has a  business Facebook profile with 294 followers. The brand already uses shoppable links on posts. This works to solve the pain points at the consideration and decision stage of the buyer’s journey of an easy, online shopping option. The aesthetic of Kaitoke Wilds focuses on nature, botanicals, and skincare making Facebook an ideal platform to post images, photos, and videos. Facebook allows for text to compliment video or image posts providing the buyer with more information. This in itself, can help solve buyer’s questions and pain points at the awareness and consideration stages. Alongside this, a business is able to display a “shop” of their products on their profile page. As this is done by Kaitoke Wilds competitors, this would be a function recommended for the Kaitoke Wilds profile page.

3. YouTube

YouTube is a video-sharing platform. In terms of a digital marketing impact, 70% of people say they had brought a product or brand as a result of seeing it on YouTube (Rettke, 2020). The platform also allows direct sharing to other social media platforms such as Facebook and Linkedin or copy and share the video link. Youtube offers a business account, analytics and advertising options. When making videos, there are functions such as cards, end screens, and hashtags that can enhance video engagement and interaction. “For most 18-34 year olds, YouTube has replaced traditional network television” (Baird & Sehl, 2020, para. 6). This statistic aligns with Kaitoke Wilds buyer persona age range suggesting Youtube is a suitable platform. 

This platform is currently not utilised by Kaitoke Wilds but is used by its two key competitors. For Kaitoke Wilds this platform could be used to provide video content such as skincare routine tutorials, product tutorials, product descriptions, and skincare tips and tricks. These videos could also then be used on the website, Instagram, and Facebook. This would provide more information for the buyer about the products and tell the story of Kaitoke Wilds. Both of which increase authenticity and loyalty in the brand, solving the pain points of the buyer at the awareness and consideration stages of the buyer’s journey.

Both Instagram and Facebook Kaitoke Wilds profiles have a healthy following and consistency of posts. The posts on these platforms are currently used to solely provide image/visual/photo content. A Youtube channel would be a useful addition to Kaitoke Wilds digital assets to provide consumers with video content that could be used on Instagram and Facebook as well. 

REFERENCES 

Cooper. P. (2021). 140+ Social media statistics that matter to marketers in 2021. Retrieved from https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/

InternetNZ. (2021). How do New Zealanders use the Internet. Retrieved from https://internetnz.nz/new-zealands-internet-insights/new-zealands-internet-insights-2020/how-do-new-zealanders-use-the-internet

Newberry, C. (2021). 25 YouTube statistics that may surprise you: 2021 edition. Retrieved from https://blog.hootsuite.com/youtube-stats-marketers/

Rettke, N. (2020). Drive results with new direct response solutions on YouTube. Retrieved from https://blog.google/products/ads/new-ways-to-drive-action/

West, C. (2021). How to use the Instagram swipe up feature in your stories. Retrieved from https://sproutsocial.com/insights/instagram-swipe-up/

West. C. (2020). Why and how to set up your Instagram business profile. Retrieved from https://sproutsocial.com/insights/instagram-business-profile/

Baird, F., & Sehl, K. (2020). The complete guide to YouTube marketing in 2020. Retrieved from https://blog.hootsuite.com/youtube-marketing/