Since its transition from Musical.ly in 2018, TikTok has quickly grown into one of the most impactful tools for brands trying to connect with their younger audience. With more than one billion users, TikTok is very popular amongst Gen Z, a group that values authenticity and entertainment more than traditional types of advertising. As a result, TikTok marketing has completely changed how companies communicate with their consumers and how brands present themselves on the internet.
Going Viral the Gen Z Way
What differentiates TikTok from other social media in terms of targeting, is how its content spreads quickly and globally. The “For You” page uses an algorithm that presents videos based on engagement and consumer preference, not followers. This means that any brand, even one with a smaller following, can go viral if its content resonates with a specific type of user. Successful TikTok marketing campaigns are based on storytelling and participation more than direct advertising of the product or service. Consequently, instead of showing perfect commercials, brands participate in viral trends and invite users to do challenges that are related to what they are promoting. This interactive technique creates a sense of community and inclusion that resonates with Gen Z.
Additionally, there are many well-established brands that have mastered the concept of interactive marketing. For example, Nike and Gymshark use fitness trends to encourage their target audience to participate and therefore build an online community. Moreover, even traditional companies like The Washington Post or LaPresse have become social media sensations by using humoristic and self-deprecating sketches in their TikTok marketing content. This shows that personality and relatability are more convincing than regular advertising when it comes to the younger generations.
Metrics that Matter
From a business point of view, TikTok marketing allows more precise targeting with paid ads and influencer collaborations. It is by tracking engagement metrics such as likes, shares, and comments that brands can measure what resonates most with their audience and constantly adjust their strategies online. The most effective campaigns combine organic reach with sponsored posts, using trends and creators to increase their visibility and trust.
In conclusion, TikTok marketing helps brands to reach Gen Z by speaking their language: visual, fast, and authentic. Companies that create content based on creativity, humor, and genuine connections are the ones that stand out in this increasingly popular digital environment. As the platform continues to evolve in time, brands that adapt early will be able to take full advantage of the power of social media marketing!
Sources :
Iconosquare. (2024, October 22). Social media marketing : Guide complet — Processus et organisation. Iconosquare. https://www.iconosquare.com/fr/blog/guide-social-media-marketing/ic
Sales & Marketing Executives International. (n.d.). Social selling: The ultimate guide to social media sales. SMEI. https://smei.org/social-selling/
business.com. (n.d.). What is social selling? How to sell on social media. business.com. https://www.business.com/articles/what-is-social-selling/