How do you attract a Gen Z audience using TikTok?

18th May 2022

Rapidly gaining popularity since its debut in 2016, TikTok is the fastest growing social media platform of all time. Entertaining and informing over 1.2 billion monthly active users towards the end of last year, the short-form video platform is expected to reach 1.5 billion by the end of 2022. 

Contrary to popular belief, TikTok is not a Gen-Z fad. Though 60% of users are Gen Zers, the video-sharing app is used by 44% of marketers. Following its rise, TikTok has become one of the fastest-growing opportunities for advertisers, with thousands of businesses using it as a marketing channel.

Trends are at the heart of TikTok. As with many marketing channels you have to be following trends or setting them. If you want to get the most out of your TikTok content, appeal to younger audiences and smash the TikTok game, you’re in the right place. Our very own social media content creator and TikTok master has rustled up a list of TikTok trends dominating the scene this year.  You can check out her TikTok here. If you want to know about these trends in detail, carry on reading!

1. Business TikTok

Chances are if you’re reading this blog you are part of a business. Now whether that business is big or small, you’ll be happy to hear that ‘Business TikTok’ is a trend that has no means of slowing down. 

Gen Z tends to have an entrepreneurial mindset that shows through their watching habits on TikTok. According to a Nielsen study, roughly 54% of Gen Z indicated they wanted to start their own company. What does this mean for you and your business? Well, the generation of self-learners are eager to see how things are done to mould their knowledge and trust in businesses. Videos promoting small business products and services, behind the scenes of various careers and tips and tricks on how to succeed in various industries are popular on the video app.

Many companies have found success on TikTok because of the incredible algorithm and exposure it offers. Creating content that showcases the ins and outs of your business is a great way to increase the exposure of your brand, retain customers, get new ones and build brand awareness.

It has been made apparent that using a video approach to show the depth of your brand allows you to tell your story in a relatable way. Generation Z is the mobile-first, digital natives. If you can get them on board with your brand, this could be a sign of great things to come.

2. Video Dump

Collages of short clips, more commonly known as ‘video dumps’ are a great way to showcase recent experiences on TikTok. Rather than using platforms that favour long-form videos such as YouTube where you can upload and edit videos that follow a structured storyline, video dumps are a great way to present an experience using little to no words.

We all know that TikTok is famous for its short-form videos. Initially 15 seconds long, the video length limit was increased to 60 seconds and is currently capped at 3 minutes. This gives you 3 minutes to capture the attention and make an impression on your audience. Attention spans are getting shorter each generation. Gen Z typically has an attention span of 8 seconds, a few seconds shorter than millennials, coming in at approximately 12 seconds. 

According to TechCrunch, TikTok is starting to roll out the ability for users to upload videos up to 10 minutes in length. Though we are unsure of when this will become available, it urges us to make shorter videos as appealing and entertaining whilst they still rank high on the platform.

3. Aesthetically Pleasing Fonts

Though used as a marketing tool, TikTok’s main purpose is entertainment. When creating videos, the text must play an illustrative role and coincide with the purpose of the video. 

Text overlays do more than please the eye, it allows you to use background music to increase the entertainment value of your content. 88% of TikTok users said that sound is essential to the TikTok experience which you can read more about here.

Gen Z is known for being radically inclusive, and rightfully so. Not only do aesthetically pleasing fonts over video help grab your audience’s attention, but using text over video makes your content accessible to audiences that have hearing impairments and can improve viewing experiences for those with ADHD and auditory processing disorders. 

4. Transformation Videos

Who doesn’t love a before and after? Seeing the impact of a product or service on customers has proved a powerful marketing tool for many years, and things are no different today.

Storytelling through imagery has been amplified to a new level with TikTok transformation videos. By creating before, in progress and after content showcasing the benefits of your product or service, you can show the story around your work. TikTok allows you to do this in a fun and engaging way to keep your brand at the forefront of your audience’s mind. 

Visual storytelling reached a new level with TikTok transitions. The video format seamlessly connects two or more videos into one creation. This makes the video feel fast-paced, current and makes for a memorable experience.

Think you’ll need a helping hand on your quest to conquer TikTok? Get in touch with us, and our team of charismatic content creators will be more than happy to help you navigate this digital landscape. Take a look at what we’ve produced below!

https://www.tiktok.com/@hdyagency/video/7083889177649040645?_t=8RmtY0Odt7l&_r=1
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