TikTok and Gen Z: What You Need to Know

TikTok is the world’s most downloaded app for those ages 18 to 24. Primarily known for viral dances, trends, and pop music, TikTok is so much more for Gen Z. If you’re looking to increase your marketing to Gen Z, TikTok is the place to go to reach them and learn more about them. As a business, leveraging the power of TikTok for marketing is becoming increasingly beneficial, and it’s not just limited to trendy brands or influencers. With the right strategy, any business can use TikTok to reach and engage with Gen Z effectively. From creating challenges and trends to working with relevant creators, there are various ways to use TikTok to create an effective marketing campaign.

Gen Z’s Search Engine

Young people are increasingly using Tik Tok as a search engine, even over Google. TikTok’s algorithm shows videos based on how they interact with content, and Gen Z enjoys the sense of real people on the app delivering information, rather than faceless websites. A Google senior vice president, Prabhakar Raghavan notes, “In our studies, something like almost 40 percent of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

Unlike the walls of text that Google offers for a search, TikTok is interactive and curated. Young people are turning to TikTok videos to crowdsource recommendations and verify the suggestion through comments posted on the videos. Gen Z views TikTok as more reliable and less biased than Google when searching for products, businesses, colleges, and more.

Gen Z’s News Outlet

In February 2023, 14% of Gen Z adults reported using TikTok to start researching a major news event, significantly higher than the share of all adults (2%) saying the same. Although many young people will still go to Google for news, it is notable that more and more are beginning to favor TikTok. In fact, The New York Times and The Wall Street Journal have recently launched TikTok accounts!

Gen Z’s Store

Social commerce has become increasingly popular amongst the younger generation, with 97% of Gen Z using social media as their shopping inspiration, leading to the #tiktokmademebuyit phenomenon. Because TikTok encourages participation from users, marketing on the app doesn’t stop at the purchase. On TikTok, review videos often go viral which promotes products to other users.

Why it Matters

TikTok is your way to reach Gen Z. 60% of Gen Z TikTok users say they follow brands on the platform, and an average of 52% say they search for products or shop on TikTok. Create content that is personal, real, interesting, and fun, and you’re bound to connect with young people!

But it’s not just about selling products. TikTok’s unique format of short, creative videos has created a culture of self-expression and authenticity that resonates with Gen Z. This generation values transparency and inclusivity, and TikTok provides a platform for individuals to showcase their unique perspectives and experiences. Brands that are able to tap into this cultural phenomenon by creating content that reflects these values are likely to see success on the app.

Additionally, TikTok’s algorithm is designed to surface relevant and engaging content to users, regardless of their follower count. This means that small businesses and independent creators have just as much of a chance to go viral as established brands. By leveraging hashtags, collaborating with influencers, and creating shareable content, anyone can gain traction on TikTok and attract a loyal following.

So, whether you’re a marketer or just someone trying to stay up-to-date on the latest trends, it’s important to take notice of TikTok and its impact on Gen Z culture. With its potential to reach millions of young people and its emphasis on creativity and authenticity, TikTok is a force to be reckoned with in the social media landscape.

Get in on the action

TikTok is not just a passing fad – it’s a social media platform that’s here to stay. And as more and more Gen Z users flock to the app, brands need to pay attention. By understanding the unique ways that TikTok is shaping Gen Z culture and behavior, marketers can create content and campaigns that truly resonate with this influential demographic. So if you’re not already on TikTok, it’s time to start thinking about how you can get in on the action!

Looking to elevate your TikTok marketing strategy? Check out this article.









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