Of all the generations, Gen Z is most likely one of the more misunderstood from a marketing perspective. And as it continues to quickly grow and take hold of some of the most influential buying power, marketers are scrambling to get in sync.
Traditional tactics will not fly with Gen Z, and this generation craves authenticity explicitly. They want to know the person behind the brand and that they share the same values.
So, what does this mean for marketers? It means it has never been more important to create unique content that is not only entertaining but engaging. And TikTok has proven to be one of the most effective platforms to do so.
If you want to create a TikTok video marketing campaign that targets Gen Z customers, you must understand who they are and what they really want.
Who Is Gen Z?
Generation Z consists of those born between 1995 and 2012. These people are typically digital natives who have grown up on the internet and have been active social media users for most of their lives.
Making up about 27% of the population in the U.S., Gen Z is estimated to have about $144 billion in spending power, making it a very attractive group for brands. While these people were already budget-conscious, the 2020 pandemic made them even more frugal.
Gen Z is a value-based generation that has been shaped by certain events during its youth. As consumers, Gen Zs are highly aware of current social justice issues and want brands they support to be authentic in their efforts to make positive changes.
This means not only creating content that aligns with their values but also goes beyond simple, overly pushy marketing.
How Are Gen Z And Millennials Different?
Many marketers have a hard time differentiating between Gen Z and Gen Y, also known as millennials. While they might feel close in age, millennials were born between 1981 and 1996.
Even though they are similar in age, both digitally-inclined and agree on many of the same views, there are some distinct differences between these two generations. Gen Z is more open to sharing private, personal information online and more likely to choose an independent career or role at work versus a collaborative one.
They’re also more realistic than millennials and are expected to work much harder than previous generations.
But perhaps the biggest key difference is the importance of authenticity. Gen Z is very open to criticism and will not hesitate to offer an opinion. Gen Zs are also less likely to buy into the hype of a product or idea. Instead, these consumers want proof that it’s worth any money they might spend on it.
Tips For Creating Marketing Campaigns Gen Z Will Love
Marketers who want to reach out to Gen Zs need to understand that while they might be tech-savvy and feel very comfortable with the internet, they actually want to learn more about a brand before considering it.
So what can you do? Here are some tips for creating a TikTok video marketing campaign that will appeal to Gen Z.
1. Be Transparent
Gen Z craves authenticity from brand interactions. These consumers want to know they can trust you and will do extensive research before showing interest in a product or service.
They love it when brands are open about where their products come from and what goes into making them. Some of the content they prefer includes showing behind-the-scenes action, whether that’s in regards to how a product is made or just the daily life of employees.
2. Be Real
This is especially important when making videos. Gen Z doesn’t like it when brands are trying to fake their way into relevance or popularity, so it’s vital for marketers to be genuine in everything they do.
It’s okay if you make mistakes, but let your viewers know that you’re a real brand, not one that’s trying to sell them something. Be open about the challenges you face and how you overcome them – it shows that not only are you willing to work hard but also makes consumers want to root for your success.
3. Give Them Value
There’s a lot of noise on the internet, and one of the best ways for marketers to appeal to Gen Z is by offering value.
Instead of dedicating a video to how your product or service works, focus instead on how you can use your expertise in the industry to provide consumers with some sort of valuable insight or advice.
Gen Z loves a good deal and won’t be put off by an offer of a discount code, but offering real value can be much more powerful. Show this audience that you’re not just advertising your product but actually trying to help in some way.
4. Make It Quick
Studies show that Gen Z has an attention span of only about 8 seconds. This means that marketers need to be quick and precise with their videos.
Instead of dedicating an entire video or even a series of videos to one topic, do brief (and informative) clips on different topics. This will encourage viewers to keep coming back for more content and provides an easy way for them to share your videos without feeling overwhelmed.
5. Don’t Be Afraid To Entertain Them
Advertainment is a new phrase to describe the marketing campaigns that Gen Z loves best — ads that entertain.
Gen Zs are no strangers to advertisers trying to sell things they don’t need, so playing on this by making ads that combine education and entertainment will increase their appeal. Add your own spin to a viral TikTok trend or invite an influencer to create a funny video with you.
If you can make fun videos that really resonate with Gen Z audiences, they’ll love you for it.
6. Know That Retargeting Is Necessary
Because of their short attention spans and the flood of content coming through their feeds every day, you’ll have to advertise to Gen Z users more than once. More often than not, they’ll scroll past your ads a few times before clicking on them, so it’s vital for marketers to be patient and persistent in order to make a lasting impression.
Use retargeting to follow up with those who have already interacted with your brand, and be sure to create different ads for each. If they liked one ad, make another similar one that you can direct them to if they haven’t already interacted with your brand.
7. Leverage Influencers
Using influencers is a great way to appeal to Gen Z, because this audience tends to enjoy and trust them more than traditional celebrities or YouTubers.
With this tactic, your audience will not only trust your brand more if it’s endorsed by an influencer, but gain its attention quickly. Your target audience is already familiar with the influencer and more likely to listen to what they have to say.
Numbers don’t really play as big of a role as you might think. Even small-time influencers with only a few thousand followers can be an effective way for marketers to reach Gen Z users.
Reach Gen Z With TikTok Marketing Campaigns They’ll Love
Gen Z can be a tough audience to reach. These consumers have a short attention span and are bombarded with advertisements on a daily basis, so they’ve learned how to ignore them. If you can manage to break through this noise and provide value, entertainment, or relevance, then Gen Zs will appreciate the effort that you took into making something that resonates for them.
