Above: TikTok figures released in February report that almost two million Kiwis and 60,000 businesses use the platform.

TikTok is now home to almost two million Kiwis and 60,000 local businesses, according to new figures released by the social media platform in February. Local business use in particular has grown significantly, about 50% on average each year over the last three years, says TikTok Australia and New Zealand general manager for global business solutions Amy Bradshaw. She sits down with Idealog to discuss how Kiwi businesses are using TikTok and shares some tips on how to get started.

How has TikTok become a tool for businesses across Aotearoa New Zealand? What are the different ways they are using the platform?

Amy Bradshaw: For over 60,000 local businesses across Aotearoa, TikTok is a storytelling and discovery tool. They use TikTok to show how their products are made, share expertise and build trust with customers who may never have found them otherwise. For example, Gail Jones from Gails Floral Studio in Hamilton shares floristry tips and behind-the-scenes content. She’s turned over 60 years of experience into educational videos that have reached millions of viewers and driven new demand for her business.

What excites me the most is how businesses can start from humble beginnings and turn into household names. Jacqueline Jiang, the founder of matcha pop-up House of Berry, used TikTok to share her business journey – which started with $1,000 and an idea. It’s this authenticity which has led to her growing a loyal community that champions her business, and also helped her secure a vital business grant.

These firsthand success stories are backed up by the numbers – on average, over the last three years, the number of Kiwi businesses on TikTok has grown by close to 50% each year.

Why does TikTok as a platform resonate with Kiwis? What are the keys to its success in terms of engagement?

AB: TikTok resonates with Kiwis because it feels authentic, local and relevant to their everyday interests. People come to TikTok to be entertained, but they stay because the content reflects real communities, humour and passions, whether that’s food, sport, small business, culture or creativity.

One of the biggest drivers of engagement is that TikTok is built around someone’s interests rather than who they know. This gives businesses an opportunity to show up in the For You feeds of almost two million New Zealanders. If people are searching for a new cafe, they’ll see more content about coffee, matcha, and hidden local gems. If they’re into surfing, they’ll see more new surf spots, beach brands and surfing creators on TikTok.

The biggest key to success for businesses on TikTok is consistency and creativity. Posting consistently will help a business understand what their audience cares about, and what that audience will continue to engage with in the future.

Aotearoa is made up of mostly small businesses – what role do social platforms like TikTok play in this space and how has this evolved in the last decade or so?

AB: Kiwi businesses of all shapes and sizes have found a home on TikTok. The beauty of the platform is that small businesses have the same opportunity to reach local and global audiences as the major brands do, including SMEs like Maori Fashion by Ahu Boutique or the country’s largest inflatable water park, Kiwi Water Park, in Lowburn.

What has been exciting to watch is just how much global interest there is for New Zealand culture on TikTok. The #haka has amassed 6 billion times globally and there are over 4.1 million #nz posts on the platform – with 739,000 of these shared in the past 12 months alone.

What are some practical tips and tricks that businesses can use to get started?

AB: First, focus on simple, repeatable content. That might be answering common customer questions, showing how a product is made or sharing a quick tip from your area of expertise. This kind of TikTok content is easy to produce and helps businesses quickly learn what their audience responds to.

Creators can also be a powerful shortcut. Many businesses work with local creators who already understand how to make content that feels native to TikTok. These partnerships do not need to be big or expensive. Even a small collaboration can help a business test new formats, reach new audiences and build credibility faster than doing everything alone.

Finally, consistency beats polish. Videos do not need to be perfect, but they do need to show up regularly. Businesses that experiment, learn quickly and adjust based on feedback tend to see stronger engagement and more sustainable growth over time.