If you are looking for new ways to reach Gen Z consumers, consider TikTok. In this article, we will discuss why TikTok matters for marketers and businesses, who uses TikTok the most and how to use it effectively to grow your following.
TikTok’s Business Potential
TikTok is a unique platform in the sense that it features built-in recording and editing capabilities that make it easy for creators and businesses to quickly record, edit and post video content on the platform. Publishing unique short-form video content and tailoring it to your exact target audience by the algorithm creates the perfect platform for businesses.
While 68% of marketers said they didn’t plan to use TikTok for marketing purposes in 2021, 32% were interested in learning about the platform, according to the Social Media Examiner's 2022 Social Media Marketing Industry Report.
If you have been thinking about adding TikTok to your business for social media marketing, the time to do it is now, especially if you are interested in capturing the attention of Gen Z.
As of 2021, TikTok beat out YouTube when it came to watch times in the U.S. and the U.K. Since many of the biggest viral moments of the past few years began on TikTok, it's no surprise it was the most downloaded app in 2020 and remains at the #1 spot with 2.6 billion downloads since its launch in 2016.
Who Uses TikTok?
The Gen Z community, which is made up of 14- to 25-year-olds, make up around 40% of the consumer population. They are the ones who are driving spending and are behind some of the largest behavioral and cultural shifts we see today.
TikTok is one of the few places you can expect to get in front of the Gen Z audience. TikTok is also gaining popularity in other age demographics: in the first quarter of 2021, 36% of TikTok users were between 35 and 54 years old compared to 26% in 2020, making it even more valuable for businesses trying to reach them.
Here are the growth projections for Gen Z on TikTok, alongside Instagram and Snapchat:
Source: eMarketer, May 2021
3 Steps for Growing a Gen Z TikTok Audience
1. Set Up a Company Profile
The first step for growing your following on any social media platform is to set up your company profile. You can do this on TikTok by going to “manage your account’ in the settings and selecting “switch to business account.” This provides access to specialized features, including enhanced metrics, a business content guide and music that is approved for commercial use.
TikTok allows one URL in your bio (or you can use LinkTree if you have multiple links). TikTok has a unique feature that allows you to link a different Instagram or YouTube profile with a separate CTA directly next to the bright red follow button. This is premium real estate for including a direct link to one of your other social media platforms.
2. Develop a Video-Centric Content Strategy
TikTok is a video-first platform, which means it’s necessary to create a content strategy that features a steady stream of attention-grabbing clips.
First, determine which content will make the most sense for TikTok and the Gen Z audience you’re trying to reach. While some content might be a great fit for TikTok as a platform, it may not connect with your target. It’s just as important to find a good balance as it is to find your content niche.
3. Be Specific with Your Target and Your Content
When it comes to researching your potential Gen Z audience on TikTok, be as specific as possible so you can create content that is hyper focused to their interests.
For instance, creating content about “fall outfit inspirations” is not precise enough. Narrow it down to something more descriptive like “the best shoes for the fall 2022 season.” This will make it much easier to find your community.
TikTok Continues to Grow
TikTok is predicted to grow even more in the coming years as it holds the number one spot for the most downloads.
Leveraging TikTok in a meaningful way can change the game for your business. Because the platform is focused on authenticity, interaction and value, there's room for every business to start a TikTok account and make compelling content for the Gen Z audience, no matter your brand, industry or niche.