Targeting Gen Z: Why TikTok is a Must-Have Platform for Your Marketing Strategy
Written by Patrick Gilgen
Want Gen Z in your pocket? Get in theirs with TikTok. The best way to reach a younger audience is through casual relatable videos allowing your brand to connect on a new personal level.
How important is TikTok?
The main reason why businesses are aiming to appeal to Gen Z is their large population size mixed with new emerging spending power. Gen Z is our most digital generation to date and they now have their own money to spend, gaining brand awareness with them is crucial.
What does this mean for TikTok, you ask? The importance of this app comes down to the massive user base which mostly consists of Gen Z combined with the unique algorithm and viral potential that it gives a brand. We answer: the TikTok algorithm can rapidly propel content to viral status. A well-executed marketing campaign can spread like wildfire and reach a massive audience within a short period of time. To effectively target Gen Z consumers, businesses should consider incorporating TikTok into their marketing strategy by creating engaging, authentic, and creative content that resonates with this demographic.
Is this market really that big?
Simple answer: yes, a force soon to be reckoned with.
If there is one thing Gen Z agrees on it's shopping! No other generation has been so involved in keeping up with the Joneses like them. Allowing them to have a massive $29 to $143 billion in direct spending in the US and accounting for 40% of all consumers.
With the right strategy and content, you can draw these spenders into your stores without being too obvious. Many grocery stores like Great Scot are tapping into easy recipe videos shown in a minute or less to inspire customers to buy their products without saying “Hey, come buy our products.”
Learn your demographic
When looking at characteristics that make Gen Z who they are, we first have to start with their age. Made up of current 11 to 26-year-olds they are known to have short attention spans and enjoy lighthearted content. They enjoy the digital space and have formed their own online communities.
Gen Z is actively supporting brands that have good morals and value the general authenticity and personality of brands on TikTok. Everyone gravitates towards brands for different reasons - so it’s important to be true to your business while recognizing that social media is more about building relationships and authenticity rather than glaringly obvious marketing and promotional content.
TikTok is the perfect storm of paradise for a Gen Z native who tends to be socially conscious and values a brand that stands for causes they care about. TikTok has seen a rise in content related to social issues, and brands that align with these values can fit in with this demographic.
Connect with consumers
Here are simple steps you can take to leverage the platform's features to effectively engage and connect with Gen Z consumers.
Embrace Trends and Challenges: Stay up-to-date with the latest trends and challenges going around TikTok. Participate in relevant ones that align with your brand identity which will increase the chances of your content going viral and reaching a broader audience.
Interactive Features: Take advantage of TikTok's interactive features like polls, questions, and challenges to engage with your audience directly. This fosters a sense of two-way communication and involvement.
Short, Entertaining, and Snappy Content: Given Gen Z's short attention spans, keep your videos concise, entertaining, and visually appealing. Capture their attention in the first few seconds to encourage them to watch the entire video.
Authenticity and Relatability: Gen Z values authenticity and dislikes overly polished or staged content. Be genuine, show the human side of your brand, and foster a sense of relatability to build a connection with your audience.
TikTok Ads: Consider investing in TikTok advertising to reach a wider audience and target specific demographics. TikTok offers various ad formats, including in-feed ads, branded hashtags, and branded effects.
Remember 40% of Gen Z use TikTok as a search engine, according to Ad Week. Embrace this strategy by using hashtags tailored to specific questions regarding your brand. Searching for new recipes? Try #newrecipes #summerrecipes #recipeinspo.
Need inspo? We’ve got you covered.
Check out the Great Scot TikTok page @greatscotmarkets to gather inspiration on how one of our own grocery store clients uses TikTok!
Pro tip? Be real (no not the app) be organic with your content. One thing Gen Z loves is brand personalities so be proud (and somewhat casual) of what your brand means.
If you want to dive deeper look at the success story of Aldi USA (@aldiusa) on TikTok. By posting quirky relatable videos that align with current TikTok trends the company has received lots of love with 170 thousand followers and 900 thousand likes.
