Hanh Hoang
Feb 09 2023 •8 minutes
TikTok is considered the ideal land for those who want to start marketing for Gen Z. But what does the younger generation like about the platform and what they are saying about TikTok? Here's everything you need to know.
Statista data shows that 40% of TikTok users are under the age of 25, which makes TikTok a platform that is popular with Generation Z. What is special about this platform is that it makes Generation Z users feel happy to use, which is also the main reason why this age group is attached to TikTok.
70% of Generation Z users said they would recommend the platform to others.
In addition to Gen Z, older generations like Millennials and older generations are also joining TikTok. However, Gen Z is still the majority and what marketers and business owners need to do is know why this social media channel is so attractive to Gen Z.
Growing up with technology and familiar with the Internet as well as new trends, Gen Z's needs and desires for digital are changing. What can we learn about TikTok's young consumers, and what are the reasons that attract this audience? Find out what attracts Gen Z here.
It is likely that any user can clearly see TikTok's personalization feature when using the platform. TikTok's algorithm is used to filter the content that users frequently interact with and continuously suggest similar content in accordance with the needs of viewers.
For You Page delivers content that is aggregated based on user views, likes, comments, and changes according to their usage habits. A study shows that up to 41% of Gen Z will provide their data to receive a personalized experience. This is a huge number as users are becoming more careful and reluctant to provide information online.
Why should brands pay attention?
58% of Gen Z are willing to pay more for their personality-focused products, and 77% believe that providing customized interactions is important for businesses. There are clear reasons why Gen Z prefers TikTok's approach to aggregated content. So how do brands customize the experiences of this young group of users?
The most important step is to understand your audience. If you know who you're talking to on the app, you'll be able to create targeted content that matches the right users. Researching which communities you want your brand to target will help you create more relevant content.
The more relevant the content is, the more likely TikTok's algorithm is to promote it to other like-minded users, the more likely you are to set up a UGC sequence or discuss and tag in video comments, and the more likely it is that your brand will grow.
TikTok has become a personalized marketing hub, so use it to create bespoke content and experiences that help your strategy succeed.
The short-form video format with continuous download speed on TikTok has helped the platform to distinguish itself from other social platforms. It is this attractive identity and video priority that makes the app unique.
Other social media platforms have adapted to compete. Instagram introduced Reels, YouTube introduced YouTube shorts, Facebook integrated a "watch" feed, and Snapchat's "remix" feature is similar to TikTok's "duet." But TikTok still remains the No. 1 video-priority platform. Gen Z is the age group most likely to watch videos on social networks. Now, Gen Z watches more than 7.2 hours of video per day, so TikTok is where their attention is.
91% of Gen Z prefer video content over other marketing formats. This is why TikTok videos are a great way to market eye-catching campaigns that speak directly to Generation Z. TikTok is known for short, flexible content, and because 79% of Gen Z stream short-form content, this is the perfect place to capture their interest. But this generation is not just here to win fast.
They are also likely to watch long-form content. 59% of Gen Z watch longer versions of videos they discover on short-form video apps. What does that mean?
Brands have the opportunity to engage Gen Z with fast, fun content on TikTok to engage them in the bigger brand picture. When you get their interest, you can get them into nurturing sequences, including larger communities and even other marketing sources and touchpoints. You can then communicate, connect, and create lasting relationships with these consumers.
One of the defining factors of TikTok is its ability to make users feel satisfied. 31% of Gen Z said that TikTok "lifts their spirits." Influencers on TikTok also play a big role in creating entertainment space for Gen Z. They can do it at lightning speed because Gen Z's attention time is only about 8 seconds.
Why does the brand need attention?
When you consider that 97% of consumers use social media as their main source of shopping inspiration, TikTok is definitely one of the top platforms. Using TikTok is a way to advertise your brand and make your customers feel satisfied.
Gen Z doesn t just want entertainment from other users. They are also seeking pleasure from brands. When asked what they like most about the brands they follow on TikTok, 34% of Gen Zers said they have funny content, 31% said they keep them entertained, 11% said they teach them new things. In fact, when Generation Z was asked what are the best ways for brands to interact with them on TikTok, the largest percentage (28%) said make me laugh
This suggests that, for Gen Z, even retail and brand experiences are inherently social and should be entertaining. Brands that can communicate effectively in this way will reap the rewards on TikTok and on their bottom line.
Gen Z may be tired of overly edited and unrealistic images on social platforms. But TikTok is different. 64% of users say they can be themselves on the platform, while 56% of Gen Z users of TikTok say they can post videos that they wouldn't post anywhere because the platform feels less fake.
This is game-changing news for Gen Z and there's no denying that they love it.
We're talking about the trendsetter generation, and they're looking for the truth and being attracted to the real stories. TikTok is primarily the foundation of videos, so it's more important than ever to be authentic instead of hiding behind carefully edited ads or carrying unrealistic aesthetics.
Why does the brand care?
53% of users say that they trust others to be their true selves on TikTok. Increased trust leads to stronger interactions and brings deeper connections with users. Users also expect this with brands.
When asked about what brands do wrong on TikTok, 39% of Gen Z said they use too fake or dishonest ads, and 20% said ads are too perfect and edited.
Trust building on TikTok can be built by using influencers. However, trust building is not just about book influencers, creators need more gray matter to retain viewers.
While 52% of Gen Z said they trust the advice of influencers about the products and brands they associate with, you need to remember that Zoomer is very digitally savvy. They want to see real connections and meaningful content. Partnering with any old influencers won t succeed. You have to work with creators who align with your values and care about your products. Otherwise, your young Gen Z audience is likely to become brand skeptics rather than brand ambassadors.
There's a good reason why TikTok's slogan is "Trends start here." And they don't talk nonsense. TikTok is seen as a new source for cultural trends and Gen Z is the first to see and create them.
The advantage of TikTok is the ability to allow anyone to create viral videos, users do not need to be a big name to create trends.
Why does the brand care?
Creating trends is not only for individuals but also for brands. 79% of Gen Z users of TikTok said they find content on the platform to be unique. TikTok is still an app many brands choose to make their services or products trending. Younger generations drive the natural growth of brands through user-generated content (User-generated content).
It's important for users to know what's hot content, which means brands should always be proactive about keeping up with the latest trends and upgrading them when they have the opportunity.
TikTok Gen Z doesn t just download and consume content. They are creating it. 83% of TikTok users have created videos themselves. As the platform makes content creation easy, with intuitive in-app features and a simple interface, it's no wonder Generation Z is willing to take their content outside.
In addition, TikTok is a peer-to-peer space where anyone can spread the word, and anyone can make an impact on par with big brands or influencers. That makes it a rewarding place to be creative.
Generation Z are essentially creators. Growing up in the digital world, in-app video creation is second nature to them. Nearly 1 in 5 Gen Z intend to make social media content creation their full-time job. Why care about your brand?
Participation in TikTok has helped create the phenomenon of # Tiktokmademebuyit , which has seen many brands achieve tremendous success.
Users joining TikTok and starting to shop on the platform have quickly turned TikTok into a marketing conversion tool that changes traditional channels. With so many creative young people on the app, the power of UGC is creating a must-engage shopping movement with a strong customer intent loop.
97% of Gen Z use social networks as their shopping inspiration. But in 2023, that inspiring content on TikTok is being marketed more than ever before.
Like any traditional marketing channel, the loop begins with discovery as the first stage (where users see the product they want). Then, it is the consideration stage where they can do their research on the product such as by checking the comments on TikTok or searching for more video reviews on TikTok. Next, we have the purchase stage. (where TikTok's in-app shopping tools can help).
While TikTok itself is not a search engine, it does have findable features that are changing the way online discovery works.
Generation Z increasingly uses TikTok to search for topics, discussions, and ideas, and that led them to name it "New Google". In fact, nearly 40% of Gen Z members prefer TikTok for online searches. So, how does it work?
When you search for something on Google, you enter it into the tool and get millions of results based on the keywords you enter. Usually, these results contain experimental answers to your search query. But what if you don't search for something specific? What if you want to find conversations around a topic or the latest news or rumors about a particular topic? That's where TikTok becomes its own.
TikTok search is where Gen Z searches for fashion inspiration, news, reviews, or chats. The app also suggests search terms based on the videos they've watched, helping users discover more interesting topics.
The best part? Once Gen Z has discovered content around their searches, the algorithm will continue to promote relevant videos around these terms for their FYP. So they get constant discovery even after they've searched for what they're looking for.
That's like Google telling you what Google has to do next, but more fun!
Brands can use this search function to harness and drive traffic effectively. To do so, you need to understand what type of content your audience may be looking for.
SEO on TikTok is key. For Gen Z, it's all about keeping it relevant. Your video descriptions need to match user search intent, and you can even leverage influencers to directly inspire increased search volume.
Interestingly, TikTok searches can have a direct impact on Google searches. Data from Google shows that searches from items that started trending on TikTok spiked such as Google searches for Negroni Sbagliato increased by 501% after audio clips of Game of Thrones stars discussing this drink went viral.
Source: fanbyte.co.uk
