TikTok isn’t a niche youth app anymore. Around 8.5 million Australians use it every month (mostly Gen Z-ers) making it one of the country’s top social platforms.  

Let’s get that in perspective: more than one in four Australians are scrolling, posting, and discovering new ideas through its bite-sized video format. 

Across the Tasman, New Zealand is seeing the same “TikTok takeover”. 

For ANZ councils, government departments, and businesses wanting to reach a younger audience, TikTok isn’t a ‘maybe’ channel but a ‘must consider’. Here’s why.  

Why TikTok matters 

If your goal is to engage under 35s (especially 18-24 year olds) in youth services, local events, health awareness, and community programs, TikTok is where they’re paying attention.  

Australians spend around 42 hours a month on the app, with videos of 15-60 seconds performing best.  

This creates real opportunities for authentic storytelling, as TikTok rewards creativity and relatability, not polish.  

Government and big business across ANZ are already proving it can be done well.  

Along with the City of Sydney, Australia Post, and ABC gaining traction, these two are worth calling out: 

• NSW Health has 82,000+ followers and shares resources on youth mental health, drug and alcohol guidance, school lunchbox ideas, and lots more.  

• Samsung New Zealand’s 711,000+ followers love their product demonstrations, user-generated content (sharing videos by users), interactive challenges, and their ability to tap into trends.  

Navigating the TikTok government device ban  

Here’s where things get interesting.  

In Australia, TikTok is banned from government-issued devices at the federal level, under the Protective Security Policy Framework.  

State and territory agencies have largely followed suit, citing security and data privacy concerns linked to the platform’s Chinese owner, ByteDance.  

But this isn’t a blanket ban.  

Government organisations can still use TikTok for engagement, provided it’s done securely and in line with policy.   

This means: 

• Managing official accounts via approved devices or third-party tools. 
• Keeping clear boundaries between personal and official devices. 
• Working closely with IT and governance teams to manage risk and ensure access controls. 

In New Zealand, the situation is similar. The parliamentary service restricts TikTok on official devices, but it can still be used for public engagement with appropriate oversight and risk management.  

4 tips for using TikTok safely in the public sector 

1. Be authentic: focus on short clips featuring staff, community members, or local events rather than corporate messages.  
2. Be strategic: treat TikTok like any other channel. Define your purpose before you start posting. 
3. Use approved systems: manage your content through secure tools or dedicated devices. 
4. Protect privacy: avoid collecting unnecessary data, and moderate comments thoughtfully. 

What the US TikTok sale means for ANZ 

You’ve probably seen headlines about TikTok being forced to sell its US operations.  

US lawmakers recently passed a Bill requiring ByteDance to divest its US operations or face a potential ban, citing data-security risks if the app remains under Chinese ownership.  

For ANZ organisations, it’s worth monitoring this, as changes in ownership or stricter regulations could affect advertising tools, reach, or how data is handled. Staying informed will help your organisation plan and consider your long-term digital approach. 

Making TikTok work for you 

TikTok remains one of the most effective ways to reach young audiences in ANZ. The device bans mean smarter governance, not disengagement. With the right systems and policies, it remains a safe, creative, high-impact channel for storytelling and engagement.  

And yes, Brolly now offers TikTok records archiving! You can focus on the creative storytelling, and we’ll manage the compliant recordkeeping as always.