How much ground has TikTok really gained with NZ social media users?
It might be sixth on the list for active users, but when it comes to attention? TikTok is playing a completely different game. As marketers, we're constantly debating which platform makes the most noise.
At Matter, there are some pretty strong opinions on preferred doom-scrolling platforms. Some of us are loyal Instagram users. Others disappear down TikTok rabbit holes for "just five minutes" and emerge an hour later having learned three completely random life skills. The latest New Zealand social media data suggests those TikTok users might have a point.
While TikTok only ranks as New Zealand's sixth most-used social media platform, Kiwi users spend an average of 1 hour and 36 minutes per day on the app.
To put that into perspective:
TikTok: 1 hour 36 minutes
Instagram: 56 minutes
YouTube: 56 minutes
Facebook: 39 minutes
That means the average TikTok user spends 40 minutes more per day than an Instagram user and almost an hour more than a Facebook user. For marketers, that's a statistic worth paying attention to.
It's not the most used platform, but it might be the most loved
One of the most interesting findings from the latest data is that TikTok is now New Zealand's third favourite social media platform, sitting behind Facebook and Instagram.
That's a pretty impressive result for a platform that has only been mainstream for a relatively short period of time. Being someone's "favourite" platform says a lot more than simple usage numbers. It speaks to engagement, enjoyment and the role that platform plays in their daily routine. The difference between Instagram and TikTok often feels less like choosing between two social media apps and more like choosing between two completely different entertainment experiences.
Instagram is where many users go to keep up with friends, brands and creators they already know. TikTok is where users go to discover. And judging by the amount of time Kiwis spend there, that discovery engine is proving incredibly effective.
Attention is becoming the new currency
A common mistake in social media marketing is focusing solely on audience size. Reach is important, but attention is often more valuable. TikTok's real strength isn't necessarily the number of users it has. It's the amount of attention those users are willing to give the platform every day.
Users aren't just checking in briefly. They're consuming content, exploring niche interests, discovering brands and spending enough time on the platform to make a meaningful impact. And increasingly, that impact extends beyond social media.
TikTok's influence is reaching the wider economy
Recent research from Infometrics estimates that TikTok contributes approximately $1.2 billion to New Zealand's GDP. The report found that more than 309,000 New Zealand businesses use TikTok each month, helping support an estimated 9,700 jobs across the country.
What stood out to us was that more than a third of this economic contribution came directly from spending by Kiwis at businesses using TikTok. The report also highlighted how the platform is helping businesses generate visibility, demand and sales across a wide range of industries, from retail and hospitality through to manufacturing and construction.
The hospitality industry provides a great example
If you've ever found yourself saving a TikTok about a new cafe or restaurant, you're not alone. According to the research, an estimated 368,000 Kiwis visit a cafe or restaurant each month after discovering it on TikTok. Even more compelling, businesses reported a median sales uplift of 20-30%, with an average uplift of 24% from their TikTok activity.
That's a reminder that TikTok isn't simply an awareness platform. For many businesses, it's becoming a genuine driver of customer action.
So, has TikTok really won?
That depends on how you measure success.
If you're looking purely at active users, TikTok still trails behind several established platforms. If you're measuring favourite platforms, it's already climbed into third place among Kiwi users.
But if you're measuring attention, TikTok is comfortably leading the pack. And in a world where consumers are exposed to thousands of messages every day, attention is becoming one of the most valuable marketing currencies available.
The real takeaway isn't that brands should abandon Facebook or Instagram. It's that TikTok has evolved from an emerging platform into a serious marketing channel that commands both attention and action. The numbers suggest TikTok isn't just gaining ground anymore.
It has already claimed a significant piece of it.
Want help working out whether TikTok deserves a bigger role in your social strategy?
At Matter, we help brands understand where their audiences are spending time, how they behave on different platforms, and what content actually drives results.
(References used from Datareportal, 'Digital 2026' written by Simon Kemp, 'TikTok boosts NZ economy by $1.2 billion as Kiwi businesses swipe up' written by Tom Raynel)