In the ever-evolving landscape of social media, brands constantly seek the next big platform to connect with their audience. TikTok has skyrocketed in popularity, but is it the right fit for your business?

TikTok in New Zealand: By the Numbers

TikTok has captured the attention of millions globally, and New Zealand is no exception. Here’s a look at how TikTok stacks up against other social media giants.

TikTok: As of early 2024, TikTok boasts approximately 1.2 million active users in New Zealand. This number has been steadily growing, particularly among younger demographics.

Facebook Despite a slight decline in younger users, Facebook remains a dominant force with around 3.2 million active users in New Zealand.

Instagram continues to thrive, particularly among younger and middle-aged users, with around 2.3 million active users in the country.

This demonstrates TikTok’s rapid rise and significant presence, making it a compelling platform for brands looking to engage with a diverse and engaged audience.

TikTok’s unique format and user base make it particularly suitable for certain industries. Here are some that have seen notable success:

Consumer Goods

Fashion and Beauty: Brands in the fashion and beauty industry have flourished on TikTok, leveraging short, visually appealing videos to showcase products, tutorials, and trends. Influencer partnerships and user-generated content play a significant role in driving engagement.

Food and Beverage: TikTok is a hotspot for viral recipes, food hacks, and creative culinary content. Brands can capitalise on this trend by sharing behind-the-scenes looks, recipe ideas, and engaging challenges.

Services

Entertainment: Musicians, artists, and performers have found a thriving community on TikTok. The platform’s music-centric nature makes it ideal for promoting new releases, live performances, and fan interactions.

Fitness and Wellness: Fitness trainers and wellness experts use TikTok to share workout routines, health tips, and motivational content. The short, digestible format is perfect for engaging viewers seeking quick inspiration.

Education

E-learning and Edutainment: Educational content that is both informative and entertaining can perform exceptionally well. Short tutorials, life hacks, and interesting facts capture the audience’s attention and encourage sharing.

What Content Resonates on TikTok?

Creating content that resonates on TikTok requires understanding the platform’s unique culture and user preferences. Here are some key content strategies that can help brands succeed:

Authenticity and Relatability
Users on TikTok appreciate genuine, relatable content. Brands should focus on authenticity rather than highly polished, commercial videos. Showcasing behind-the-scenes moments, user-generated content, and real-life scenarios can build trust and engagement.

Trends and Challenges
Participating in trending challenges and using popular hashtags can significantly boost visibility. Brands can create their own challenges to encourage user participation and viral sharing.

Short, Engaging Videos
The essence of TikTok is short-form video content. Brands should aim to capture attention within the first few seconds and keep videos concise and entertaining.

Interactive and Engaging Content
Engaging with users through comments, duets, and stitches can foster a sense of community and encourage interaction. Responding to comments and participating in user content can enhance brand loyalty.

Educational and Informative Content
Providing value through educational content, tutorials, and how-to videos can position brands as knowledgeable and helpful, driving long-term engagement.

TikTok presents a unique opportunity for brands to reach a younger, highly engaged audience through creative and authentic content. With its growing user base here in New Zealand and proven success in industries like fashion, beauty, entertainment, and education, TikTok is worth considering as part of your marketing strategy.

If you’re ready to explore the potential of TikTok for your brand, we are here to help you navigate this exciting platform.

Contact us today to learn more about how we can help you leverage TikTok to connect with your audience and achieve your marketing goals!