TikTok has seen astronomical growth in the year 2019 and 2020 and is reaching a pivotal milestone amongst the younger generation. It is by far one of the most downloaded apps in the world. The app has over 1.2 billion monthly active users in 2021 fourth quarter and is likely to reach 105 billion by the end of 2022.
According to a report of Forrester, the weekly usage of TikTok has exceeded that of Instagram, among Gen Zers in the US. A survey of American teens depicts that:
- 63 percent used TikTok Weekly versus 50% in 2020.
- 57% use Instagram, below from 61% in 2020.
- 54% use Snapchat, holding steady from 2020.
A group of state attorneys general is discovering how Instagram addicts and possibly harms kids and young adults. Whereas, TikTok continues to develop its features and gain social momentum.
Why is Gen Z More Interested in TikTok?
TikTok is also turning into a stronger social commerce platform by coming up with smart TVs in Canada and the United States. According to a research, TikTok attracts Gen Z because of three major reasons:
- Entertainment – As one respondent mentioned: “It has humorous and funnier videos.” Gen Zers just love the lean-back experience of seeing funny content. And that’s pretty common these days.
- Short-video content – TikTok’s limitless scroll of short-videos keeps Gen Zers engaged. TikTok is like a never-ending river delivering short bursts of videos.
- Positive expression – Many respondents talked about the “positivity of TikTok” emphasizing their right to express themselves freely, such as dancing.
TikTok is not a new name in the game for businesses. Many brands got on the platform long ago to drive engagement from TikTok, and now they’re exploring TikTok as a platform to sell merchandise. Also, brands utilize TikTok as a social listening place to analyze everything from Gen Z purchasing habits to trending topics. The report highlights how rapidly TikTok has evolved. But, the research also notes that TikTok is still not as famous as YouTube among Gen Z: 72% of Gen Zers use YouTube weekly, up 3% from 2020.
What Should Businesses Do?
With your maximum audience on TikTok, you can make the most out of your business and take it to the next level if you are able to target your ads to the right audience at the correct time. Here are few tips which shall help you to grow your business –
- Consider being on TikTok. It has become much more than just a brand-building platform. As stated, it’s also an online commerce platform – and a recruitment channel. Also a fun tool to engage with your own staff.
- Make a strategy. Don’t just jump on to the platform just because the cool children are there. First analyze how TikTok fits into your advertising, recruitment, marketing, and staff retention strategies. For example, analyze how and where TikTok fits with your customers’ journeys?
- Abide by the policies of TikTok’s audience. Think what Gen Z wants? They want creative, fun content that energizes people. How do those needs align with your business voice? Are you able to deliver what Gen Z is looking for? Consider some of these questions before beginning with online selling on the platform.
- Attain a balance of organic video content to grow your brand and advertising to engage TikTok fans to consumers who are suitable for the products and services you provide. Marketing is still evolving at TikTok. TikTok For Business offers more detail on ad units.
- Don’t put all the eggs in one basket. Despite challenges, Instagram is doing absolutely fine. Instagram and TikTok are not an either/or choice. Analyze the different ways your target user is engaging with your brand. Be available where it counts.
Conclusion:
With all the benefits TikTok has to offer, one can drive its brand’s success from the platform. As we discussed that the app is gaining momentum among Gen Z, it can make your brand voice speak louder as Gen Z are the most hyper-active target audience for many brands. To gain a vast amount of popularity, TikTok is the best platform to start from. So, what are you waiting for? Get started now!
