TikTok has taken the world of social media by storm, and there’s no wonder why. The instant video platform replaced a niche that was previously occupied by Vine. Back in 2015, Vine was an incredibly popular outlet for sharing short videos of people’s everyday lives. TikTok, however, offers much more in terms of creative features and media content. The app so far has been especially popular among Gen Z. Here are 5 reasons why Gen-Z love TikTok, and how businesses can benefit from this.
Why Do Gen-Z love TikTok?
1. Celebrity Presence
Like other social media platforms, there’s no shortage of celebrity accounts on TikTok. TikTok provides a rare insight into the everyday life of celebrities. Highlighting just one of the reasons why Gen-Z love this app. As a result, it is a huge platform for celebrity endorsements for any teenage-focused brands. One thing to keep in mind is that the video length for TikTok posts is short – from 15 Seconds to 1 minute. Businesses’ advertising campaigns need to be concise yet memorable.
2. Contests and Brand Engagement
What makes TikTok different from other social platforms is its focus on genuine humour. The app shares thousands of videos depicting hilarious scenes from our everyday lives. Gen-Z love TikTok as there’s very little ‘fakeness’ compared to other platforms.
To leverage this, businesses are focusing on community engagement instead of pushing their own message. One example of a great TikTok campaign was DreamWorks’ contest. In this campaign, the studio invited users of TikTok to dance to a theme song of the brand’s new Netflix show. Not only did this boost awareness of the show but the campaign was also fully in line with the core message of TikTok.
The video gained a massive 4.3 million views, highlighting just how powerful TikTok can be in the hands of creative marketing professionals.
3. Brand Takeovers and Direct Brand Communication
Another reason Gen-Z love TikTok is that the platform significantly reduces the disconnect between regular users, celebrities and brands. TikTok typically focuses on ‘weird humour’. Therefore, companies using this platform successfully are seen as down-to-earth and relatable. This is a pretty unique marketing strategy, and so one question remains. How exactly brands can leverage this to their advantage?
Fortunately, TikTok offers a ‘Brand Takeover’ function. This allows brands to reach customers not following their account. Participating in a brand takeover allows a brands content to be shown to everyone. Businesses also receive a greater degree of creative control by creating unique app functions. Brand takeovers seem similar to typical advertisements and may, therefore, be a bit intrusive for TikTok users. To address this, businesses should make their content humorous as well as informative.
4. Immediate Access to Content
Another interesting feature of TikTok is its unique main screen. On other platforms, users are required to navigate through the app to gain access to content. With TikTok, it’s different. In launching the app you’re instantly greeted with a whole stack of new content from various accounts.
This means that branded content is shown immediately to users opening TikTok. This is a great advantage if you’ve got the right campaign. TikTok users engage more with campaigns that are non-intrusive. Therefore, businesses are creating content to fit seamlessly with surrounding videos. While TikTok represents a significant opportunity, businesses should focus on the content they are producing.
5. New Areas of Brand Image
Traditional social media marketing is becoming bland. Brands are focusing on direct and informative content. Existing platforms such as Instagram, leave little room for humour and the ‘human’ side of business.
On TikTok, this kind of approach is not appreciated. One main reason Gen-Z love TikTok, is that it is an endless source of entertainment. Providing them with a humourous and inspiring escape from platforms that are overloaded with information.
For brands, TikTok is an opportunity to highlight areas of their brand image rarely seen by audiences. For instance, Washington Post recently posted a clip of its editorial team discussing the final of the Bachelorette. Coupled with their other social media accounts, the newspaper’s social media strategy highlights not only its commitment to quality journalism but also it’s humourous and relatable side. While this may not be applicable to some brands, it can be fun and useful for many companies to show a different side and reach new fans outside of their normal target audiences.
There’s no doubt that TikTok offers new and exciting opportunities for social media marketing. The app emphasises the humorous side of social media, allowing brands to connect with previously unreachable audiences.