“We have one request,” one of my daughters said across the dinner table several years ago. “Just don’t join TikTok.” I ignored them. (Sorry girls!) And I’ve been doing TikTok marketing ever since.
TikTok, originally from China, now boasts over 1.5 billion monthly active users globally, with an estimated 1.3 million users in New Zealand spending an average of 85 minutes a day on the platform.
Once seen as a platform dominated by Gen Z, TikTok’s demographic is shifting. While Gen Z still makes up a significant portion of the user base, more people over the age of 40 are joining. For businesses targeting New Zealand audiences, this growth opens up exciting opportunities.
Why TikTok Is Worth Considering
There’s a common perception that TikTok is mostly about building awareness (top of the funnel). While it’s great for that, it can do much more.
For both service-based businesses and ecommerce, TikTok marketing can drive real growth, generate sales, and convert your audience—if you’re using the right mix of content. By understanding your audience and creating engaging, targeted videos, TikTok can become a platform that works across the entire customer journey.
My Tips for Getting Started with TikTok Marketing
If you’re a small business owner in New Zealand wondering whether TikTok could work for you, here’s how to approach it strategically:
1. Have a Plan
Jumping into TikTok marketing without a plan can be overwhelming. Before you create content, decide what your goals are. Are you trying to build brand awareness, drive sales, or establish yourself as an expert?
2. Focus on a Core Theme
TikTok accounts work best when they have a clear focus. Stick to a specific theme or topic that aligns with your business. For example, share behind-the-scenes looks at your work, tips related to your industry, or stories that highlight your values.
3. Organise Your Ideas
Find a system to store your content ideas. I use the notepad function on my phone, but you could also use a tool like Trello to keep track of ideas as they come to you. Use this time to also learn about SEO on TikTok (it’s POWERFUL).
4. Learn the Basics of Video Editing
If you’re not confident with technology, take the time to learn TikTok’s editing tools. They’re surprisingly intuitive and allow you to create polished videos directly within the app. Alternatively, enlist the help of a tech-savvy teenager or take an online course to get up to speed.
5. Keep It Simple
Don’t feel pressured to follow trends, use specific songs, or create overly complex videos. Focus on what works for your business. For both service-based and ecommerce businesses, straight, value-packed videos often perform best.
6. Create a Strong Hook
TikTok videos need to grab attention within the first three to five seconds. Think about what will make someone stop scrolling. It could be a surprising fact, a question, or a compelling visual.
7. Interact with Your Community
Engagement is key on TikTok. Reply to comments on your videos, and engage with content from others in your niche. You can even create new videos as responses to comments—this is an easy way to generate more content while building relationships.
8. Repurpose Your Content
Don’t let your TikTok videos live only on TikTok. Share them on Instagram Reels, YouTube Shorts, LinkedIn Stories, or Pinterest. Just remember to remove the TikTok watermark if you’re posting on platforms like Instagram.
Why TikTok Marketing in NZ Is Worth Considering
The organic reach TikTok marketing offers is still unmatched. Even as a new user, you can connect with your target audience without spending money on ads.
The key is to create content that resonates with your audience—whether you’re providing value, telling a story, or showing behind-the-scenes glimpses of your business.
Ready to Step Up Your TikTok Marketing?
If you’d like help with your TikTok marketing or a strategy to make the most of it, I’d love to work with you. Learn more about working with me here and let’s create a plan that works for your business.
