• Challet Jeong

How to Market to Your Gen Z Audience on TikTok

Updated: Dec 15, 2021

TikTok is more than just an app for dance choreography. Now, TikTok is an emerging platform filled with opportunities to engage with Gen Z and establish brand positioning. Here are some key insights to remember when marketing your brand on TikTok.

Stay on top of trends

It’s important to understand the trend before pressing the record button. A lot of brands struggle to connect and engage with their audience due to lack of awareness of what is going on on the app. So download the app and spend some time on it! And while you’re scrolling, ask yourself some of these questions:

  • What makes this trend popular?

  • What is the key point of the trend?

  • What is the sound saying?

  • How do we structure our video so that it fits with the trend while putting our own unique spin on it?

  • Are there any filters being used? If so, how does it work?

Really understanding why a trend is trending is the first step in creating content that users would want to watch and not skip over.

Maintain a level of humor

Remember that your audience is Gen Z and the platform is TikTok. They don't only want to see ads- they want to see the brand's personality. So establishing that personality is important in affecting how Gen Zers view and feel towards your brand. And with comedy and prank accounts being some of the most popular types of accounts, don’t be afraid to show what your brand is about!

One brand that does this well is Scrub Daddy. With a total of 538.8K followers and 7.8M likes, Scrub Daddy features many of their employees along with the founder to really establish the lighthearted personality of the employees and the brand. Not being afraid to hop on the latest trends, Scrub Daddy really understands each trend while adding their own twist.

7.3M views, 1.1M likes, 3623 comments, 2581 shares

Collaborate with influencers

TikTok users tend to follow accounts that create user-generated content in comparison to brand accounts. Therefore, creating content that is similar to user-generated content is important for increasing engagement. This is where the bridge forms between brands and influencers. Conduct research to find influencers who fit the brand’s personality and can be advocates for your brand. While macro influencers are popular and have name recognition, Gen Zers are heavily influenced by micro influencers who are recognized within their niche communities. Also, don’t forget to build a rapport with these influencers and frequently be on the lookout for new influencers to work with.

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