TikTok Guide: How do you get Gen Z's attention?

Generation Z is more than just an age group. It is The first generation of digital natives to have grown up with the Internet and social networks. However, despite their omnipresence online, brands often difficulty reaching and communicating with this audience. The expectations of Gen Z are very different from those of previous generations, and businesses must adapt their marketing strategy to position itself with the consumers of tomorrow. Indeed, this generation values social impact and the positive environment.

This young generation is keen on short formats and video content, which logically led her to find her place on the TikTok application, where She represents today 40% users of the social network. Brands that want to address this target audience therefore have every interest in using this platform.

Today, we offer you a complete guide to help you conquer Gen Z via TikTok, the communication channel adapted to their consumption habits.

We will present to you its values, its consumer habits and its expectations of brands. We also give you tips for adapting your marketing strategy and to become a brand acclaimed by this young generation in full growth.

What is Generation Z?

Generation Z is made up of all people born between 1997 and 2012, representing about a fifth of the population in France, i.e. 11.6 million people. This generation is constantly growing and its economic impact is constantly growing. In 2021, she already represented 80.7 billion euros of purchasing power in France!

Gen Z is different from previous generations, especially Generation X and Generation Y, in its interactions with brands and its consumer habits. This approach is being encouraged by a generation that is more diverse, educated, and committed to causes such as environmental protection and inclusiveness - 76% GenZers place a high value on diversity and inclusion in brand messages and actions. She is very distrustful of the nice promises of companies and expects concrete actions and a strong speech, especially on social networks, to assess their credibility.

What does that mean for brands?

In this guide, we explain why brands should no longer have traditional commercial narratives and how they can appeal to this generation by focusing on authenticity, transparency, and storytelling.

5 Tips for Communicating with Gen Z on TikTok

Does your brand want to position itself with Generation Z and retain this group of potential consumers as soon as possible? Here it is our 5 tips to find In our “How to get Gen Z's attention on TikTok” guide.

1. Partner with influencers: influencers give a more authentic side to your video content and help you create a relationship of trust with GenZ;
2. Surf the trends: It's the best way to boost your visibility among Generation Z.
3. Use the power of UGC: the TikTok user generated content always seems more authentic and sincere than the one shared by your brand.
4. Maximize the reach of your content with TikTok SEO : By optimizing your video, you are sure to reach a wider audience and especially to target users who are really interested in your content;
5. Interact with Gen Z: Be active on the app! Interact with your audience to create an authentic connection with your community: respond to their comments under your videos, organize Q&A, challenges and duets with your subscribers. Show them that you listen to them and that their opinion about your brand matters!

Position your brand with Gen Z

The TikTok application represents an undeniable opportunity for brands to connect today with tomorrow's consumers. Whether you're collaborating with influencers, launching a challenge, or recreating a trend, it's important to remember that on TikTok, perfection is the enemy of good. Don't put too much pressure on yourself and don't try to control everything. Above all, Gen Z consumers are looking for an experience and a story, as well as brands that aren't afraid to be different and who know how to laugh at themselves.

To learn more about Gen Z and how you can reach them on the TikTok platform, discover the ebook we have devoted to this subject.

{{cta}}