Gen Z is coming of age in a time of global disruption and economic uncertainty. They are the most diverse, connected, and educated generation in history. They’re also the first digital-native generation, born into a world where social media, mobile technology and the Internet are ubiquitous. Born between 1997 and 2012, Gen Z is also the most populous generation in history with over 2.5 billion people worldwide. With purchasing power of $360 billion and rising to boot, Gen Z is a key target market for brands worldwide.
“Gen Z doesn’t tolerate inauthenticity. They’ll quickly turn away from brands they feel are trying to manipulate or deceive them into buying products or services.”
However, creating TikToks for Gen Z can be a challenge. This is a generation that is used to being bombarded with marketing messages and is adept at ignoring them. They are also sceptical of traditional advertising. This group is more likely to engage with brands that they feel are authentic and transparent. Gen Z doesn’t tolerate inauthenticity. They’ll quickly turn away from brands they feel are trying to manipulate or deceive them into buying products or services.
Key Generation Z Facts and Stats
Here are some key facts and key stats about this unique generation:
- 30% of the global population consists of Gen Z.
- 98% of Generation Z members own a smartphone.
- 69% of Gen Z say they find ads disruptive
- 63% of Gen Z say they prefer to see real people in advertising than celebrities.
- 74% of Gen Z-ers spend their free time online
- 80% of Gen Z say that social media affects their purchasing decisions.
- 61% of Gen Z follow brands they like on social media.
For Millennial marketers tasked with reaching this elusive target audience, the obvious choice of marketing platform is TikTok. TikTok is the fastest-growing social media platform on the planet, enjoying a 142% increase in revenue year on year. It is particularly popular with Gen Z, who make up 60% of its user base. TikTok is a short-form video platform that allows users to create and share 15-second videos, often set to music. It is incredibly popular with young people, who use it to share creative content, connect with friends, and follow trends. If you aren’t already convinced that you need to pay attention to TikTok, we’ll let these figures speak for themselves:
- TikTok has over 3 billion installations to date
- Users spend an average of 850 minutes per month using the app
- 167 TikTok videos are watched in an Internet minute
- TikTok now has over 1 billion active users (as of Jan 2022)
Why Are More Brands Creating TikToks?
As an ad platform for marketers, TikTok offers a number of advantages. Firstly, it has incredibly sophisticated targeting options that allow you to laser-focus your audience. You can target by interests, demographics, behaviour, location, and more. This means you can reach your target audience with incredible accuracy.
Secondly, TikTok offers a range of ad formats to suit every budget and marketing objective. Whether you’re looking to raise awareness, generate leads or drive sales, TikTok has an ad format that will help you to achieve your goals.
Additionally, TikTok users are incredibly engaged, with the average user opening the app 19 times per day. This presents an excellent opportunity for marketers to reach their target audience with their message. You may now be wondering, how you can create TikToks that will convert Gen Z audiences. Read on to find out.
How To Create TikToks That Speak To Gen Z
The key to creating TikToks for your marketing campaign is to understand what Gen Z wants and how they consume content. It’s time to climb inside the mind of Gen Z and get to know what makes them tick. What do they care about? What do they want to see from brands? How can you reach them on a deeper level?
Let’s take a look at some key insights that will help you to start creating TikToks that resonate with Gen Z.
Teach them something (but make it entertaining)
If there’s one thing about Gen Z, it’s that they’re always looking to learn. They’re curious and inquisitive, and want to know about the world around them. In 2020, Gen Z logged 50% more watch hours on LinkedIn Learning than any other generation. However, when it comes to social media, they don’t want to be force-fed information in a dull way. They want brands to educate them, but they also want to be entertained.
The best way to do this is to find a way to combine education and entertainment in your TikToks. Creative visuals, storytelling, and a healthy dose of humour are all great ways to capture Gen Z’s attention and get your message across.
Use Generation Z TikTok influencers
It’s a no-brainer. If you’re looking for someone to be the face of a TikTok marketing campaign that’s targeting Gen Z, you need a Gen Z influencer. Building trust and credibility with this generation is essential. The best way to do that is to use someone who already has their trust.
Look for influencers who are creative, authentic, and relatable. And most importantly, make sure that they align with your brand values. It doesn’t have to be Charli D’Amelio or Addison Rae — micro-influencers (or even nano-influencers) can be highly effective at reaching Gen Z (and easier on your budget too). With a strategic influencer-led TikTok campaign, you can quickly drive brand awareness and conversions.
Check out how our TikTok influencer agency team, delivered a $0.23 CPA for Airalo using Generation Z influencers, here.
Target your ads effectively
Again, it might seem obvious, but if you’re creating TikToks specifically for Gen Z, you need to target your ads accordingly. Use the platform’s targeting options to narrow in on your target audience. By doing this, you’ll ensure that your ads are seen by the people you’re most eager to reach. Thanks to TikTok’s smart algorithms, you can be sure that Gen Zers who are most likely to convert will see your ads. Bear in mind though, that there are some limits on your targeting capabilities.
Age groups you can target on TikTok
Currently you have the option of targeting the following age categories; people aged 13-17, 18-24, 25-34, 44-54 and 55+. With the premium audience ad account feature you can target different age group categories, such as 16+ and 21+. In order to target these age group categories, you need special approval from Bytedance themselves, however.
Take inspiration from current content
If you’re stuck for ideas, just take a look at what’s already doing well on TikTok. Look at the types of videos that are being shared, the trends that are taking off, and the challenges that are being completed. Use this inspiration to come up with your own ideas for TikToks that will speak to Gen Z.
Just be careful though. If you’re following current trends, make sure you actually understand them. Don’t try to jump on a trend just for the sake of it. It needs to make sense for your brand, and it needs to be something that you can put your own spin on, without coming across as “how do you do, fellow kids!”.
“Often referring to this era as “the strangest timeline” Gen Z has grown up in a decade marked by bizarre and unpredictable world events. They’re used to feeling like they’re living in a constant state of chaos, and so they’ve developed a sense of humour that reflects that.”
Break the fourth wall
Gen Z loves meta-humour and surrealism. Don’t be afraid to be a little self-aware and play around with the conventions of social media. Often referring to this era as “the strangest timeline” Gen Z has grown up in a decade marked by bizarre and unpredictable world events. They’re used to feeling like they’re living in a constant state of chaos, and so they’ve developed a sense of humour that reflects that.
Absurd, self-referential and often a little dark, this type of humour is perfect for TikTok. So don’t be afraid to get a little weird with your content. Speak directly to your audience, break the fourth wall, and have some fun with it. Embrace the surreal, and you’ll quickly end up with content that Gen Z will love. Be sure to keep your brand voice consistent though. You don’t want to come across as trying too hard or inauthentic.
Tap into their values & principles
Gen Z has a lot on their mind, and they’re constantly thinking about the world around them. They’re concerned about social and environmental issues, and want to see positive change in the world. Six in 10 Gen Zs believe that systemic racism is fairly or very widespread throughout society, and 76% of them say that the environment is their most pressing societal concern. In one survey, 75% of Gen Z responders said that brand sustainability has a far bigger influence on their purchasing decisions than the brand name.
Gen Z’s core principles and values have a direct impact on their purchasing decisions, so it’s important to tap into that in your marketing. If your brand is creating TikToks that are not aligned with their values, you’re likely to turn them off.
Inspire their inner entrepreneur
Uniquely, Gen Z is also the most entrepreneurial generation, with many of them considering starting their own business in the future. Perhaps as a response to the death of “hustle culture”, Gen Z are seeking an alternative to the daily grind that has driven their predecessors to burnout. They want to create their own path, on their own terms. But how can you leverage this in your marketing?
By speaking to their entrepreneurial spirit, and showing them that your brand can help them achieve their goals. Create TikToks that inspire creativity, innovation and outside-the-box thinking. Practical tips, advice, and tutorials can also be really useful for this generation of entrepreneurs-in-the-making.
Step Outside Your Comfort Zone To Win Over Gen Z
Whatever content you decide to create, the best way to bring your TikTok campaign to the new generation is by thinking outside the box. If your brand is clinging to the marketing strategies of the past, it’s time to let go and embrace the future. Be experimental, be creative, and most importantly – be real.
Gen Z might seem like a tough nut to crack, but with a little experimentation and creativity, you can reach them where they are. This will position you to start creating TikToks that might win some loyal customers for life.
We’re in a new era of marketing, and Gen Z is leading the charge. If you still need a little help devising a TikTok marketing strategy that converts this unique generation, House of Marketers is here to help. We’re a TikTok marketing agency that focuses on helping business convert gen Z everyday. Our team has run and managed large monthly budgets for the likes of Redbull, Etoro, Groupon, Paris Saint German and even TikTok themselves. Get in touch with our friendly team today to learn more about our influencer marketing services and paid social media services.
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.