Tauranga business Nomu Matcha<\/a>\u00a0has also made TikTok central to its marketing strategy.<\/p>\n
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Co-founder Tessa Stockdale said using the platform was an easy decision after spending a decade working in social media marketing. She had even helped launch TikTok Shop in the United Kingdom.<\/p>\n
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\u201cIt was always going to be a primary platform for us.\u201d<\/p>\n
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Nomu Matcha shares a mix of educational videos, recipes and trend-based content, helping consumers understand how to prepare matcha and explain its cultural significance.<\/p>\n
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\u201cWe\u2019re all about driving accessibility to great matcha, and that comes through understanding how to prepare it and understanding the product itself.\u201d<\/p>\n
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Stockdale said TikTok helped fuel matcha\u2019s growing popularity, particularly after strawberry matcha became a viral trend.<\/p>\n
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\u201cTikTok had a huge role in that.\u201d<\/p>\n
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The brand says TikTok has boosted website traffic and helped build a loyal customer base.<\/p>\n
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Before Nomu Matcha launched, the business used TikTok to identify creators and matcha drinkers to introduce them to the brand.<\/p>\n
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Since then, the platform has helped build a loyal customer base and drive sales.<\/p>\n
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Stockdale said TikTok should no longer be viewed as just an entertainment platform.<\/p>\n
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\u201cTikTok isn\u2019t an entertainment platform; it\u2019s a search platform. People use it like Google.\u201d<\/p>\n
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She said the ability to reach large audiences without paying made it one of the most powerful marketing tools available to small businesses.<\/p>\n
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\u201cYou\u2019re able to organically reach hundreds, if not thousands, if not tens of thousands, if not millions of people for free.<\/p>\n
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\u201cThat\u2019s a pretty incredible business tool to be able to use.\u201d<\/p>\n
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Nomu Matcha posts educational videos and explains the drink’s cultural significance.<\/p>\n
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Infometrics chief executive and principal economist Brad Olsen said businesses had been working hard to find sales amid a challenging economic environment.<\/p>\n
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TikTok\u2019s ability to provide \u201ca huge number of eyeballs and views\u201d and convert them into \u201cactual activity\u201d was advantageous for businesses, he said.<\/p>\n
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\u201cIt doesn\u2019t matter what your follower count is. If you\u2019ve got a good video … people really do engage with it.\u201d<\/p>\n
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The TikTok report found 53% of TikTok users, and about 671,000 New Zealanders, bought products or services every month after seeing content on TikTok.<\/p>\n
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This included restaurant and cafe visits, cultural and sporting events, and trips to new destinations.<\/p>\n
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It also found about 411,000 Kiwis identified as content creators, with 51% reporting earning income through brand partnerships, in-app gifting or both.<\/p>\n
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Squid Group managing director Laurence Carey.<\/p>\n
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Digital marketing agency Squid Group managing director Laurence Carey said TikTok had become a valuable tool for businesses wanting to reach new audiences.<\/p>\n
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He said although TikTok did not always generate direct sales, some firms tracking customer journeys were recording sales increases of up to 40% after starting TikTok advertising.<\/p>\n
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Carey said demand for TikTok marketing had grown significantly in recent years.<\/p>\n
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\u201cPeople aren\u2019t just scrolling for fun; they\u2019re using it to learn. There\u2019s a massive education layer on the platform now, and it\u2019s become one of the best ways to understand trends across any industry.\u201d<\/p>\n
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Zoe Blake is a multimedia journalist at the Bay of Plenty Times and Rotorua Daily Post.<\/p>\n
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