In the ever-evolving world of social media, TikTok has emerged as something of a cultural phenomenon, attracting 3.7 million UK daily users for an average of 41 minutes a day.
The short-form video hosting service is not only an influential social platform but an opportunity for businesses too.
Gary Clark, Academy Director at Basecamp Group, provider of gap year ski instructor courses said: “TikTok’s explosive growth – with over 4 billion downloads globally – makes it an attractive space for businesses too. With our gap year ski season offering, we cater greatly towards the Gen Z audience and find TikTok – with its emphasis on visual storytelling – an effective marketing medium.
“Gen Z demand authenticity, and TikTok’s homespun, lo-fi feel helps us create genuine content that resonates with their own experiences and values.”
Read on to learn how you can leverage the technology for business success.
Understanding Generation Z
Before diving into useful TikTok strategies, let’s decode Gen Z as a target demographic.
Often estimated to have been born between 1997 and 2012, Gen Z grew up in a world shaped by rapid technological advancements such as the internet and social media.
They are frequently referred to as tech-savvy and socially conscious while valuing individuality, diversity, authenticity and self-expression.
Here’s a little of what makes them tick:
Authenticity: Gen Z can spot inauthenticity from a mile away and that includes your marketing messaging too. They appreciate genuine (often visual) content that engages their values and emotions.
Socially minded: Global data shows that 70% of Gen Zers are involved in a social cause. Brands that align with these values gain their loyalty.
Bite-sized Content: Gen Z came of age in a world of information overload. TikTok, therefore, with its 15-to 60-second videos, aligns perfectly with their preferences. Ensure that you convey your message creatively and succinctly.
Why TikTok?
All of these user preferences are expressed on TikTok, where short-form content reigns supreme.
Here’s why it may be an effective part of your marketing mix:
Engagement: TikTok’s democratising algorithm prioritises content based on engagement, not follower count. This means even small businesses can go viral if their content resonates.
Creativity: The platform encourages creativity. Brands can showcase their personality through challenges, trends and original content. The platform has a focus on entertainment too, with 60% seeking out ‘funny’ content. Keep it light.
Youthful Audience: TikTok’s user base skews young, with Gen Z at the forefront. Statistically, 70% of US TikTok users are between 18 and 34. If your audience includes teens and young adults, TikTok is a no-brainer.
Four Tips for TikTok Success
So, you’ve established TikTok could be for you? Here’s how to keep your strategy on-piste:
Know your audience
Ensure to research your target audience within Gen Z. What are their interests? What challenges do they face? What content do they like to consume? For Basecamp Group, we look to resonate with adventure seekers, snowboard enthusiasts and those looking for a gap year ski season.
Consistent posting
Recent data shows that the best times to post are 2pm Monday, 4pm Wednesday and 8am Sunday. However, this may not align with your target audience. Analyse customer data to find when your audience is most active and set a consistent posting schedule accordingly.
Leverage trends
Every so often, a new trend will emerge that sends shockwaves around social media. Stay updated and look to incorporate it into your content. Whether it’s a new dance challenge or a popular meme, riding the wave of these can really boost your online traffic.
Engage with comments
For real success, engaging with your user’s comments can help your brand appear genuine and approachable, fostering a connection with your audience that goes beyond mere transactions. After all, 83% of Gen Z shoppers emphasise the importance of buying from brands they trust.
Conclusion
Whether businesses like it or not, TikTok isn’t just a trend, but it’s here to stay. When used correctly, it could even be a marketing powerhouse.
By understanding Gen Z, embracing creativity, and remaining authentic, businesses can flourish on this dynamic, modern platform.