Tiktok: A Way to Capture Gen Z


TikTok is the fastest-growing video-sharing social media app, with 3 billion downloads and over one billion active users per month. Moreover, TikTok is the right place to promote your brand, as nearly half of all TikTokers have purchased a product after viewing it in this app. 

If you are considering creating a TikTok campaign for your brand, choose the right audience and create TikTok video content according to their preferences. Here, you can learn about the perfect target audience for your brand, what they like, and how to grab their attention. 

Why choose Gen Z as your target audience?

Gen Z is a member of the age group between 7 and 22. This young generation is currently the most diverse and educated. This generation is known for its social activism and efforts to support gun control, reverse climate change, and unseat incumbents. 

If you are wondering why Gen Z is essential for your TikTok campaign, you should know that Gen Z makes up 60% of the entire user base. Moreover, Gen Z also makes up 30% of the global population. Also, the TikTok campaign influenced 80% of the purchasing decisions of Gen Z.  

If you want to target this young generation and want them to take appropriate action, you need to prove that you are trustworthy, relatable, and value their diversity.

Why choose TikTok videos?

There are many video-sharing platforms that you can use for marketing and promoting your brand. However, if you want to target the younger generation, TikTok is the perfect place to find them. TikTok is a well-known social media platform where users can find unique and different content. TikTok videos are short and scrollable. Businesses must pay attention to TikTok videos, especially when they offer higher engagement rates than Instagram and YouTube videos. 

TikTok has changed the way Gen Z makes purchases online. TikTok also includes social commerce features that make shopping for users much more accessible. TikTok users can complete the purchasing process from this app. Moreover, creators or TikTok stars can tag a brand’s products in organic posts. Clicking on the tagged product will send the users to the relevant landing page. However, most TikTok users prefer to avoid direct product advertisements. So, if you are investing in TikTok videos, you must choose marketing strategies to create organic, authentic, and interesting content.

How to create TikTok Video content that speaks to Gen Z?

Here are some tips to help you create a TikTok video that tickles Gen Z. 

  • Create a brand community

The younger generations are at a point in their lives where they become more independent. They are trying to discover their group so they can connect and form new relationships. The young generation finds valuable connections in virtual space. You can use brand communities to attract like-minded people and help them connect. It allows your followers or target audience to share their thoughts uniquely. It is also beneficial for your brand, as it will let you know your followers’ experience with your brand.

  • Focus on Transparency

Transparency is an essential factor that makes your brand trustworthy not only for Gen Z but for modern consumers. Keep everything for Generation Z, as they can discover it by researching your brand. Taking responsibility for inappropriate actions is better than showing you are an honest brand. It will help build trust and influence the young generation’s purchasing decisions.

  • Coherence 

Generally, Gen Z is like a brand with consistent effort. To create a TikTok video, you must work in systematic order and deliver your content on several channels. It positively impacts your customers’ perception of quality. 

  • LGBTQ+

Gen Z cares about and supports various topics with significant effort. LGBTQ+ rights are one of the topics that tickle the young generation. According to a study, 60% of Gen Z care about LGBTQ+ rights. Creating a TikTok video featuring support for these rights will surely get the attention of your target audience.

  • Choose Diversity

Diversity also attracts the attention of Gen Z. This young generation wants to improve racial and ethnic diversity. You can talk about diversity in your TikTok video and show that you also care about diversity. Give your target audience clear brand values and goals that help them differentiate your brand from others. 

  • Become planet friendly

It will help if you become a sustainable brand to make your brand appealing to the younger generation. You can address a real global problem like climate change in your video. Support and partner with people or agencies who plant trees. Show how you manufacture your product without destroying the environment. It helps create a good brand image in the sight of your audience.

  • Create entertaining content

Show your sense of humor to your target audience—the younger generation likes humorous and entertaining content. If you are creating a TikTok video, you must create entertaining content with a length ranging from 15 to 60 seconds. However, people have an attention span of about eight seconds, so you should create short yet interesting TikTok video content.

Tips for creating a successful TikTok marketing strategy

Once you know how to create a TikTok that Gen Z will notice, you will need to make it suitable for a bigger audience. Here are some tips to help you create an effective TikTok video that works for all audiences. 

  • Make valuable content

The Internet is crowded with a load of incorrect and baseless information where finding the correct answer to a question is complex. Whether it is Gen Z or Millennials, all generations look for correct and informative content. For effective TikTok video marketing, deliver valuable content to your audience. You can create a demo video to show how your product works and how your audience can benefit from it. You can also host an “ask-me-anything” live video to address your viewers’ questions and concerns.

  • Create content, including the behind-the-scenes

Show your audience your authenticity with behind-the-scenes content about where you manufacture a product and its raw materials. You can also make a video highlighting a day in your employee’s life and how they work hard to create a product for the customer. It will help make your brand transparent with your customers. If your business practices eco-friendly production methods, create content about them, as it will let your audience perceive you as a brand that loves planet Earth.

  • Connect with your audience

TikTok is another social media platform that offers endless options for connecting with your customers. You can get customer feedback, engagement, and insight by reading comments on your TikTok video. Respond to your customer as much as possible to show that you care about them. You can conduct polls and short surveys to get an insight into what TikTok users want from your brand.

The final word

Many businesses think that marketing to Generation Z is a daunting task. However, figuring out what makes the younger generation tick is easier than you think. The key to capturing the Gen Z audience is to make an immediate positive impression. Get deep knowledge about creating a successful TikTok video that pleases the young generation. Take advantage of the TikTok app and marketing strategies to improve your brand’s overall campaign performance.