As social media continues to evolve, it’s essential to understand the unique preferences and interests of each generation to create engaging and effective content. TikTok, a short-form video platform, has rapidly gained popularity among both Millennials and Gen Z, making it an excellent platform to connect with both of these audiences. However, understanding their differences is crucial to tailor your content and increase your chances of success.
Gen Z
Gen Z has established a unique presence on TikTok, characterized by their high engagement levels and expectations of brand participation. To build trust and establish themselves as active members of the community, brands must integrate natively and learn to communicate effectively in the Gen Z language. However, be cautious when trying to use their latest lingo to attract them to your content. It may end up coming off to them as cringey rather than cool.
Understanding the kind of content that resonates with Gen Z users is crucial for brands looking to connect with this demographic and make a lasting impression. By mastering the art of Gen Z communication on TikTok, brands can effectively capture their attention, create a strong brand image, and boost engagement levels.
Millennials
Millennials have shown a willingness to engage with branded content on the platform. However, their participation is heavily influenced by the authenticity and relevance of the content. Brands that can strike a balance between delivering educational and entertaining content while keeping it real and authentic have a higher chance of resonating with this demographic. For Millennials, TikTok is more than just a platform to consume content; it’s a space for self-expression and exploration, and brands that can tap into this mindset can build a loyal following and establish a strong presence on the platform.
Funny & Entertaining Content Is a Must
Tiktok’s algorithm is designed to promote videos that are both engaging and entertaining, which means this type of content is more likely to go viral. The more people engage with your content, the higher the chances of it being shown to more people.
However, this doesn’t necessarily mean you need to hop on every trend. It’s important that you choose trends that make sense to your brand and the message you’re trying to convey to your audience.
Don’t Be Afraid to Show Some Personality
Whether it’s in a behind the scenes video or a comment on another user’s video, don’t be afraid to have fun with Tiktok! One of the worst things you can do as a business is fail to share your human side.
Here are some fun brand examples from Duolingo, Delta, and Glossier:
Consider Investing in Influencer Marketing
Did you know? 72% of Gen Z and Millennials follow influencers on social media.
If your brand has struggled to engage with your audience lately, you may want to consider influencer marketing. While each generation has different shopping habits, Gen Z and Millennials will be your ideal audiences when considering this option.
According to Hubspot, 33% of Gen Z and 28% of millennials have bought a product based on an influencers recommendation in the past three months.
Plan an influencer marketing campaign:
1. Set your campaign goals
- What are you trying to accomplish with this campaign?
- What’s the budget?
- How many influencers would you like to work with?
2. Find TikTok influencers that fit with your target audience
- Look for influencers that are already talking about your brand, who your target audience is already engaging with, existing partnerships within your industry, or just spend some time scrolling on Tiktok until you find a creator that suits your brand and relates to your audience.
3. Reach out to TikTok Influencers
- Decide whether a DM or an email would work best. If no email is available, a DM works!
- Introduce yourself and your brand. Explain why you think they would be a good fit for your campaign.
- Outline your campaign idea and tell them your vision.
- Talk about the budget or ask for their rates.
When planning a campaign, keep in mind that it’s important to put creative control in the influencer’s hands. After all, that’s probably how they got you to notice them in the first place! However, setting a standard “scope of work” may be applicable for bigger contracts.
A scope of work includes:
- Campaign goals, theme, and details
- Payment rates, terms, and timeline
- List of content deliverables
- approval and submission deadlines
Here are some influencer marketing campaigns from Tiktok creators Olivia Chatfield, Brooke Miccio, and Charli D’amelio to give you can idea of what they entail.
Are you ready to create TikTok content?
Harnessing the power of TikTok to connect with Millennials and Gen Z requires a tailored approach. Gen Z users seek brands that integrate authentically, communicate effectively, and understand their unique language. On the other hand, Millennials value authenticity and relevance, considering TikTok a space for self-expression and exploration. To succeed, brands must create engaging and entertaining content that aligns with their brand message while showcasing their human side.
Additionally, considering influencer marketing can be highly effective in reaching these audiences, with a significant percentage of Gen Z and Millennials making purchases based on influencers’ recommendations. By understanding the preferences and behaviors of each generation, brands can optimize their TikTok strategies and establish a strong presence on the platform.
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