If there’s one group of buyers every marketer is aiming to please, it’s Gen Z. Those born after 1996 have been immersed in digital culture and consumerism for their entire lives, and it has dramatically shifted the way they think, behave and shop.
Due to the internet usage proficiency level of Gen Z, there is a need to learn how to use TikTok Video Marketing effectively.
Traditional marketing tactics fall flat with Gen Z, who prioritize user experience, authenticity, and creativity. They’re highly individualistic, don’t want to be intruded upon by ads, and are inclined to spend money on experiences over material goods.
Brands that figure out how to effectively market to this tech-savvy generation will glean some major benefits in return as Gen Z has already amassed an estimated buying power of $150 billion. That being said, it does take some planning and strategy to reach this generation through social media.
TikTok’s focus on short-form, original content, makes it the perfect platform for marketers looking to target this demographic.
What is the Generation Z (Gen Z)
Generation Z is the largest, youngest, and ethnically diverse generation in world history. Gen Z, as defined by Pew Research, is everyone born after 1996. Gen Z was raised on technology, the internet, and social media, which made most of them grow to become tech addicts.
They are the most active internet users and will overcome the space in the nearest future.
The Ultimate Gen Z-Targeted Platform
What sets TikTok apart from other platforms like Instagram and Facebook is that it’s specifically designed with younger audiences in mind. The app has many features that naturally attract users of the younger generation with its emphasis on creativity, originality, and social values.
TikTok’s demographic is mostly composed of Gen Z-ers who are most likely to create or consume viral content, which means a video production company can achieve its video marketing goals by using the platform as a way to engage with this audience.
If you want to capture the attention of Gen Z, you’ll need a strategy that caters to their unique traits and values. Below are some tips for creating a TikTok video marketing campaign that is with Gen Z in mind.
Tips for marketing to Gen Z on TikTok
1. Build Community And Collaboration
Since TikTok has over 50 million active daily users, the platform offers marketers the chance to tap into an enormous potential audience—if they can create content that promotes community.
Small, internet-focused niches are prevalent on TikTok, and marketers can leverage these existing communities to engage with customers. Find communities—usually labeled with the “tok” ending, like #beautytok—that aligns with your brand’s values, and overall message. Follow users who are active in these communities, and engage with their videos in addition to posting your own content.
By actively engaging, you’ll help establish your brand as an active member of the community. This will build authenticity and trust with Gen Z-ers who value such traits in their brands.
2: Focus On Value Creation
It’s important to keep in mind that Gen Z-ers don’t like ads and prefer content that adds value to their lives. To make your efforts worthwhile, focus on creating original, useful, and engaging videos for this audience.
For example, you can create a video that teaches users how to do something, shares tips and tricks about your product, or simply entertains them. TikTok users love to be entertained and have a good laugh—so don’t be afraid to dive into a bit of comedy here and there.
Tap into trending topics for inspiration and see what types of videos are going viral. Use those as a jumping-off point to create your own. Publishing meaningful video content that caters to your customers’ needs shows authenticity, builds trust, and will help you stand out from other brands on the platform.
3: Be Authentic And Genuine
The best marketing campaigns are those that align with brand values and authenticity. Gen Z-ers aren’t interested in “cool” ads or forced content, so you need to be 100% transparent and true to who you are as a business.
This means clearly identifying your brand’s voice on TikTok through captions, descriptions, comments, and hashtags. Stay away from sugar-coating your message to make it more appealing, especially when communicating with younger individuals who tend to be critical of this type of “fake” behavior.
By staying true to your brand’s style and messaging, you’ll establish a connection with Gen Z-ers. They will see you as an authority figure in your industry, not just another business trying to sell them something.
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How has Gen Z changed marketing?
Gen Z changed marketing due to their level of internet usage proficiency. They have grown to be a major game-changer.
Is TikTok advertising effective?
TikTok advertisements are memorable and powerful, which makes it attracts wealthy users who spend a lot of time there. It is one of the best places for marketing today
How do you reach a younger audience on TikTok?
Make use of influencers that have an audience that matches your target market. Influencers are frequently used by businesses to promote their products.
TikTok Video Marketing: The Best way To Reach the Gen Z
TikTok offers a unique opportunity for marketers to connect with an audience that is typically difficult to grasp. By focusing on community building, video value creation, and authenticity, you can create a trending video marketing campaign that will impress your Gen Z audience and create new lifelong customers.