Much of the economic impact stemmed from TikTok driving real-world spending at local businesses, contributing $434 million alone.
Pickett, who created Golf 360 in 2018, originally joined TikTok for entertainment in 2022, before turning it into a marketing tool the following year.
Instead of posting product demonstrations, he and his team created comedy skits based on moments at the shop.
“Our strategy from the outset was, let’s create some humour out of everyday situations that happen in a golf shop.”
The first skit attracted about 45,000 views and convinced the team they were on to something. Since then, one video has surpassed 620,000 views.
Golf 360 recreates everyday moments in the golf shop and turns them into short comedy videos.
The online attention quickly translated into real life.
Pickett said customers had come into the store saying they recognised the team from TikTok.
Staff member Ryan Maxwell was even stopped at the supermarket by someone who recognised him from the videos.
“He was in the supermarket, and someone came up to him and said, ‘I’ve seen you on TikTok … you should have your own checkout line because you’re famous’.”
Pickett said humour worked because people were more likely to share entertaining content than traditional advertising.
“If I did a video explaining the features of a golf watch, people would probably scroll past it pretty quickly.”
He said the strategy also delivered commercial results, with Golf 360’s website growth up 60% this year and shipping orders occurring nationwide.
While Pickett said it was impossible to credit individual videos for sales, he believed TikTok had helped build trust in the brand.
“Buying is about trust. We come across as authentic and with a bit of humour, and I think people can relate to that.”
Tessa Stockdale and her mum Karen Parsons worked from opposite sides of the world to launch their business, Nomu Matcha.
Tauranga business Nomu Matcha has also made TikTok central to its marketing strategy.
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.
“It was always going to be a primary platform for us.”
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.
“We’re all about driving accessibility to great matcha, and that comes through understanding how to prepare it and understanding the product itself.”
Stockdale said TikTok helped fuel matcha’s growing popularity, particularly after strawberry matcha became a viral trend.
“TikTok had a huge role in that.”
The brand says TikTok has boosted website traffic and helped build a loyal customer base.
Before Nomu Matcha launched, the business used TikTok to identify creators and matcha drinkers to introduce them to the brand.
Since then, the platform has helped build a loyal customer base and drive sales.
Stockdale said TikTok should no longer be viewed as just an entertainment platform.
“TikTok isn’t an entertainment platform; it’s a search platform. People use it like Google.”
She said the ability to reach large audiences without paying made it one of the most powerful marketing tools available to small businesses.
“You’re able to organically reach hundreds, if not thousands, if not tens of thousands, if not millions of people for free.
“That’s a pretty incredible business tool to be able to use.”
Nomu Matcha posts educational videos and explains the drink’s cultural significance.
Infometrics chief executive and principal economist Brad Olsen said businesses had been working hard to find sales amid a challenging economic environment.
TikTok’s ability to provide “a huge number of eyeballs and views” and convert them into “actual activity” was advantageous for businesses, he said.
“It doesn’t matter what your follower count is. If you’ve got a good video … people really do engage with it.”
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.
This included restaurant and cafe visits, cultural and sporting events, and trips to new destinations.
It also found about 411,000 Kiwis identified as content creators, with 51% reporting earning income through brand partnerships, in-app gifting or both.
Squid Group managing director Laurence Carey.
Digital marketing agency Squid Group managing director Laurence Carey said TikTok had become a valuable tool for businesses wanting to reach new audiences.
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.
Carey said demand for TikTok marketing had grown significantly in recent years.
“People aren’t just scrolling for fun; they’re using it to learn. There’s a massive education layer on the platform now, and it’s become one of the best ways to understand trends across any industry.”
Zoe Blake is a multimedia journalist at the Bay of Plenty Times and Rotorua Daily Post.