By Irine Le
In the last year, TikTok has taken the world by storm. In 2018 and 2019 alone, it was the #1 most downloaded app on the App Store and has amassed over 800 million active users.
TikTok has claimed both the attention and screen-time statistics of Gen-Z social media users.TikTok research has estimated in February 2020 that about 60% of users were Gen-Z members, ranging in age from 13 to 24. Though the majority of TikTok users are younger, many brands and companies have utilized TikTok for marketing and advertising toward Generation Z.
Many brands also find the simplicity of TikTok another reason why it’s a successful way to market their business. TikTok users create videos ranging in length from 3 to 60 seconds, which can show up on anyone’s personalized For You Page. Brands can now capture the attention of a viewer and interest them, through videos and songs less than a minute long.
TikTok’s interactive features—such as song overlay, special effects, and doing “duets” or collaborative videos—are all ways that brands and companies have effectively marketed to younger users. For Generation Z, seeing authenticity in the products they use is crucial. Gen Z really cares about brand values and transparency when it comes to choosing what to buy or use.
Fenty Beauty, the cosmetics brand launched by Rihanna in 2017, has seen major success in its marketing strategies on TikTok. Fenty Beauty has amassed over 7.7 million likes on its videos, and 568,000 followers. Fenty’s videos include makeup tutorials done by real users from all backgrounds, and meme challenges and advertising new products. Worldwide, Fenty Beauty is a household favorite for Gen Z thanks to its inclusivity in products for all skin tones and gender. In addition, Fenty Beauty is 100% cruelty-free.
Teen Vogue is another brand that has found success in marketing on TikTok. With over 1.2 million followers, Teen Vogue’s variety of videos is why Gen Z loves them. Its TikTok page is an interactive extension of articles, as well as behind-the-scenes videos on what the Teen Vogue office is like. Like Fenty Beauty, Teen Vogue also participates in meme challenges with editors and writers creating funny videos. Participating in meme challenges and creating songs is a good way for brands to market to TikTok users, as it shows the brand’s willingness to relate to its users.
For professional companies like Teen Vogue, creating behind-the-scenes videos of what daily life in the office is like is a great way to increase visibility with Generation Z. Users can watch and learn what a brand or company’s work ethic and values are like.
TikTok has proven that there are many creative ways to reach out to Generation Z for marketing. If your brand is looking to market on TikTok, this will be a fun and unique way to connect with Gen-Z consumers.