TikTok: how to attract attention ?
Generation Z includes people born between 1997 and 2012. It is therefore the first to have never known a world without the Internet. The “zoomers”, followers of short formats and video content, have massively taken over TikTok in recent years. They represent 40% of the users of the application. The social network is therefore a privileged channel to address them, but it is still necessary to do it correctly. Indeed, Generation Z has reinvented the way of consuming on social networks. It pays particular attention to certain themes such as diversity and inclusion – 76% of them believe that these are essential topics for brands – or environmental protection. Accustomed to the codes of social networks, this generation is also less permeable to brand discourse.
Adapt your language
To communicate with Generation Z, Sleeq advises not to stray too far from their language. Of course, you have to be careful not to fall into caricature, but adapting your tone and vocabulary to that used on the platform can make it possible to address Generation Z more effectively. Thus, Sleeq recommends immersing yourself in the codes cultures of the generation and adapt them to the DNA of your brand.
Prioritize the human
The agency also notes that Zoomers are unreceptive to corporate discourse, preferring to interact with humans. In particular, they expect personified communication as well as authentic feedback. User-generated content (UGC) can thus represent a relevant strategy on TikTok.
Surfing the trends
TikTok is full of trends. While some are ephemeral and only last a few weeks, others have integrated the culture of the application almost permanently. Thus, by following certain trends, you will be able to offer engaging content while avoiding communicating in an overly advertising register, rejected by the majority of members of Generation Z.
Encourage interactions
Interaction has an essential place on TikTok. Sleeq therefore recommends making the most of the possibilities offered by the application to encourage community engagement. The agency advises in particular to encourage comments and duets, but also to use popular hashtags. In addition, you can propose challenges around a theme specific to your brand, in order to encourage the investment of your audience.
Collaborate with influencers
Collaborating with popular influencers is a great way to capture the attention of Gen Z. In fact, according to the Digital Marketing Institute, 70% of GenZ users say they trust influencers more than brands when it comes to regarding the purchase decision. They therefore represent an effective alternative to traditional advertising to highlight your products or solutions.
