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With more than 1 billion users on Facebook, and millions more active on sites such as YouTube and Twitter, it has become obvious that social media is an important platform for businesses.

Connecting with the huge variety of consumers already on these sites can open up significant opportunities for marketing and lead generation. Additionally, social media monitoring provides insight and understanding into how your industry, audience and competitors are reacting to market trends and products.

As well as giving businesses and consumers a platform to share their thoughts and participate in ongoing conversations, social media is also a channel through which many people access news stories and important information.

A recent study from Pew Research found that 64 per cent of adults are active on Facebook, and 30 per cent are using the site to receive news. This means that approximately half of the people using Facebook trust the site to deliver their news.

Similarly, 16 per cent of US adults are active on Twitter, with exactly half of those (8 per cent) accessing the news through tweets.

Not only are users reading news on social media, but they are also participating in the sharing and telling of stories. Half of all social network users have shared news stories on their own profiles and a further 46 per cent have discussed news on social media.

However, while social networking sites are a popular media through which to access news, Pew Research found that users on these sites spend significantly less time engaging with the news they read.

Readers who visit news stories directly through a provider's website spend an average of 4 minutes and 36 seconds on each page. In comparison, those who arrive through a link on Facebook spend just 1 minute 41 seconds reading the page.

This shows that while news is being shared and read on social media sites, engagement is significantly greater when consumers go out of their way to access the stories.

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Developers rush to patch

In the wake of the Facebook Cambridge Analytica scandal, there have been a myriad of changes impacting users of Facebook and Instagram content recently. These changes were made without any notice and were effective immediately which has impacted third-party apps worldwide.

Albeit the speed in which the changes have been made is likely to have been partly driven by the pressure to tighten data practices and potentially align certain timing as CEO Mark Zuckerberg prepares to testify before Congress next week to answer questions about the company’s privacy and data policies.From the perspective of everyday users accessing the content you know and love via the Facebook and Instagram apps will see little to no change. For developers like us on the other hand, the impacts are significant and are only a hint of what is yet to come.In case you missed it, the changes made have been many and impact all third-party apps, whether legitimate or not.

Given the changes have been quick, varied and came without prior notification, we’ve pulled together a quick summary of a few that left developers and other third-party content users of these content feeds frustrated:

Instagram have removed 17 ways of accessing content

This means something as simple as code to access recent posts of a public company, suddenly stopped working. Quick changes had to be made to use alternative methods.

Facebook & Instagram have removed access to many fields

Fields like how many followers a user has, or how many posts you have made, but many more have gone.

25x drop in Instagram content

The Instagram API restricted the flow of content by 25x, meaning that public posts previously being collected has been reduced significantly, requiring different approaches to be taken that are more efficient.

These are only a few of the changes that have happened with more expect in future. With CTO Mike Schroepfer commenting that they will lock down access, review previously allowed apps, and then hand out access to the apps that deserve it.

While this is promising from the perspective that Facebook is taking action to breath some confidence back into their data practices, it will still be interesting to see how they now start to crack down on third-party apps that are using and abusing content. With the advent of AI and machine learning, the content which appeared innocuous can now be exploited and abused in the wrong hands. That means Facebook is forcing all apps that have previously been approved for accessing Events, Groups and Pages, have to be reviewed again.

For the developers working on these changes behind the scenes, it's a difficult process but something we monitor constantly to ensure the client experience is supported, and uncompromised. While at times frustrating, it’s also fascinating to watch the complexities of today's interconnected environment play, shift and unfold.

Ian Young,
Isentia Technical Architect

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A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 New Zealand General Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads and Forums. This edition covers conversations and coverage from 8th - 15th October, highlighting what’s shaping the election conversation.

1. Election Conversation

Media = news coverage. Social = all public posts across X, Facebook, Instagram, TikTok, Threads and Forums - everyone posting, not just media outlets.

2. Media Issue of the Week

Green and Te Pāti Māori MPs Draw Criticism Over Meeting With Mongrel Mob Members

Candidates and sitting MPs from the Green Party and Te Pāti Māori attended a meeting with Mongrel Mob members at a gang address. When photographs from the meeting were shared on social media, the response from commentators and rival parties was swift and largely critical.

This was not the week's highest-volume story, accounting for only 112 of 4,479 media items (2.5%, after filtering out unrelated international content) and 116 of 13,938 unique social posts (0.8%, after collapsing retweet/repost duplicates down to one count per message), well below the volume generated by ongoing leaders' debate coverage, which totalled 1,125 media items. Two independent methods nonetheless support treating it as a genuine, separable story: an exact keyword count aligns closely with an unsupervised clustering analysis of the entire media population, which identified it as a distinct 47-item cluster - smaller than general campaign coverage and several specific policy announcements, but clearly distinguishable from them. What sets the story apart is the intensity of the reaction rather than its scale: 72% of social commentary on the topic was negative, the most one-sided sentiment recorded for any subject this week, and the average post attracted roughly 5.7 times the typical level of engagement. Taken together, these figures point to a genuine public reaction concentrated on social platforms, and the episode provides National and ACT with a law-and-order narrative that may continue into coming weeks. It has not been linked to a tracked party policy below, as it reflects a matter of conduct rather than a policy position.

3. What's happening across media and social?

4,479 media items · 13,938 social items · share of each channel's own conversation, so the two bars are directly comparable

"Social" is all public posts across X, Facebook, Instagram, TikTok, Threads and Forums - not just media organisations' own accounts.

The most active commentary this week came from Sean Plunket, the Chris Chang and Tova O'Brien pairing, and John MacDonald.

By follower reach, the most prominent social accounts posting about the election this week were major outlets' own accounts - the New Zealand Herald, 1News, RNZ, Stuff and Radio Tarana - alongside the official Labour Party account. Individual leaders' personal accounts posted actively but with smaller followings than these outlet and party accounts.

The Greens continue to receive disproportionately greater attention on social media relative to traditional news coverage, accounting for 20.4% of social party conversation compared with 14.1% in media coverage - roughly 1.4 times the media share.

Law and order shows a similarly pronounced gap between channels this week, accounting for 10.6% of social conversation compared with 5.3% in the news. This is consistent with the public reaction to the Mongrel Mob meeting, which appears to have generated considerably sharper engagement on social platforms than mainstream coverage volume alone would suggest.

4. Party Share of Conversation

Shown for the four largest parliamentary parties (National, Labour, Greens, NZ First); ACT, Te Pāti Māori and TOP are tracked elsewhere in this report but not included in this chart, so these shares sum to 100% of the four shown, not of all tracked parties. Share of conversation measures attention and mentions only - it is not polling and should not be read as an indication of electoral success.

5. Top candidates this week

Winston Peters leads the rankings this week, a shift driven primarily by a widely circulated moment in the minor-party leaders' debate in which he described diversity as "a weakness rather than a strength" while delivering a pointed critique of the left-leaning bloc. Christopher Luxon and Chris Hipkins follow closely behind as the campaign moves into its final weeks, while David Seymour and Chloe Swarbrick complete the top five, each drawing attention largely through their parties' own policy announcements this week.

6. Election Issues

Top 4 themes this week

What's driving conversation about each party?

Each major party's top-ranked issues this week, by real topic volume in their social conversation (after excluding other parties' names, individual people, and procedural or horse-race chatter), with how that conversation leaned

Volume and sentiment above are based on social media data only.

7. Issues to Watch

• The meeting between Green and Te Pāti Māori representatives and Mongrel Mob members represents a reputational risk for both parties heading into the final weeks of the campaign. Whether National and ACT are able to sustain this as a law-and-order narrative through to the 7 November election is worth monitoring closely.
• Labour's fiscal plan issue recorded the most negative social sentiment of any tracked policy this week, at 55.3% negative, followed by Greens' wealth tax at 53.7% and ACT's fiscal plan at 50.0%. All three touch on tax, spending or fiscal policy specifically, suggesting the fiscal debate is where social sentiment is running most negative across the board this week, rather than any one party facing an isolated problem.
• Social media discussion of the Greens continues to centre on polling performance and tactical voting considerations rather than policy substance. Coalition and tactical-voting framing accounts for 12.7% of their social conversation this week, compared with just 2.2% focused specifically on their wealth tax proposal - a pattern that has now held for three consecutive weeks. Whether that balance shifts as the campaign enters its final stretch would be worth tracking.

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If you want to find out more about how Isentia can help you understand the NZ media landscape, please reach out to us here.

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A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 New Zealand General Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads and Forums. This edition covers conversations and coverage from 1st – 8th October, highlighting what’s shaping the election conversation.

1. Election Conversation

2. Media Issue of the Week

National Proposes Drug Testing and Benefit Cuts for Jobseekers

National announced a five-point welfare policy: random drug testing for JobSeeker recipients (with sanctions for repeat failures), reduced payments for long-term beneficiaries, and a doubled stand-down period for repeatedly leaving jobs without good reason. Labour and the Greens called it "punching down" and "cruel"; ACT proposed going even further; Luxon defended it as "fairness" for taxpayers.

The single largest media cluster this week (183 of 600 sampled items) was generic "campaigning intensifies as election day nears" coverage. This welfare policy, while smaller by volume (29 items), is a genuine flashpoint: a specific, controversial announcement that sharply divided every major party and will likely keep generating reaction into next week.

3. What's happening across media and social?

4,360 media items · 17,277 social items · share of each channel's own conversation, so the two bars are directly comparable

The Greens get more than twice the relative attention on social media as in the news. On social, the Greens are 20.8% of party conversation; in the news, they're 10.3%.

Health is a top-four issue on social but not in the news this week - Infrastructure takes its place in media's top four instead. Social conversation is tilting toward the health system while media coverage stays on economy, cost of living and infrastructure announcements.

4. Party Share of Conversation

Share of conversation measures attention and mentions only - it is not polling and should not be read as an indication of electoral success.

5. Top candidates this week

Luxon and Hipkins remain close at the top as the campaign enters its final stretch. Peters follows, still driven by coalition speculation. Seymour moves up to fourth on the back of ACT's economic-reform push (including floating a higher superannuation age), overtaking Swarbrick, whose fifth-place mentions continue to track the Greens' polling strength.

6. Election Issues

Top 4 themes this week

How are policies landing for each party?

Each major party's most prominent specific policy, and how social conversation reacted to it

Volume and sentiment above are based on social media data only.

7. Issues to Watch

• National's welfare drug-testing policy is a fresh, sharply divisive flashpoint - the "punching down" framing from Labour and the Greens, and ACT signalling it wants to go further still, both point to more reaction next week.
• Labour's capital gains tax remains the week's clearest negative outlier (85.5% negative on social). National's own infrastructure pledge is also net-negative this week (42.3% vs 21.2% positive), despite infrastructure announcements usually landing on safer ground than tax policy. ACT's KiwiSaver policy, by contrast, remains clearly positive (91.3%).
• On social, discussion of the Greens is mostly about polling results and tactical voting rather than their own policy: 14% of their social conversation is coalition/tactical-voting framing (which bloc to "party vote" for), versus just 2% specifically about their wealth tax policy - their polling surge is driving attention more than their platform is.

---

If you want to find out more about how Isentia can help you understand the NZ media landscape, please reach out to us here.

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