TikTok, the most downloaded social media app and one of the most downloaded apps overall in 2020, is where Gen Z spends their time. Here’s how to reach them there:
You might have noticed that your Gen Z audience isn’t as interested in buying the latest products or trends. They care about their health and wellness, the environment, sustainability, and the quality of food. This is because Gen Z has grown up hearing about climate change, GMOs, and so many other things that have shaped their worldview. As a result, they are more likely to value experiences over material goods—so when it comes to spending money on something new or different from what they already have, they need proof that it’s worth it.
This means you need to think carefully about how you present yourself online: if your brand doesn’t align with this mindset (or even just look too much like all those other brands out there), then Gen Z will tune you out completely!
TikTok is a global platform that reaches over 1 billion users in more than 200 countries around the world. It’s available in English, Spanish, French, Portuguese (Brazilian), Indonesian, Japanese and Korean.
This means that when you’re creating content for TikTok, it should be relevant to people all over the world — not just one country or region!
As the largest social video platform in China, TikTok has quickly become a major tool for reaching Gen Z. In fact, 60% of TikTok’s users are under 25 years old, and over half of them are between 16 and 24. This makes it an ideal platform for brands that want to reach this demographic. There are a few ways you can use TikTok as part of your social media strategy:
The Gen Z audience is more likely to purchase directly from a brand than through a third-party retailer, according to Nielsen. This means you can’t rely on Amazon or another online marketplace for your sales. You need to get your product in front of Gen Zers where they are: TikTok!
If you have a product or service that Gen Z is interested in, influencers are a great way to reach them. Influencer marketing is when an influencer posts about your brand and uses their social media following to promote your business.
You can also launch your own campaign on TikTok. You’ll want to ensure that it’s relevant to the audience you’re trying to reach and consistent with other content on the platform (which may be difficult for some brands).
For example, if you’re selling wine bottles on TikTok, we recommend using humor in your caption to build trust with the audience and make them feel more comfortable buying wine from you (in this case).
Humor is a powerful tool for connecting with your audience. Even if you’re not naturally funny, it’s important to remember that Gen Zers are a highly receptive group and will gravitate toward content that makes them laugh.
This is especially true of TikTok, where even the most serious content creators use humor as a way to connect with their audience. Use this to your advantage by selling with humor: sell products that make people laugh or create content that makes people feel good about themselves after watching it (think “It’s Wednesday! Let’s be happy”).
In this article, I outlined why marketers should be paying attention to TikTok, how it compares to other social media platforms, and what elements of the platform make it unique. Plus, I gave some actionable tips for getting started on TikTok as a marketer.