TikTok is the Reigning Champ Amongst Gen Z
All roads to Gen Z go through TikTok.
Among Gen Zers in the United States, weekly usage of TikTok has surpassed that of Instagram, according to Forrester. A Forrester survey of American teens shows that:
- 63 percent use TikTok Weekly versus 50 percent in 2020.
- 57 percent use Instagram, down from 61 percent in 2020.
- 54 percent use Snapchat, holding steady from 2020 findings.
The report comes at a crucial time. A bipartisan group of state attorneys general is investigating how Instagram attracts and possibly harms children and young adults. Meanwhile, TikTok continues to expand its features and gain social cachet. As we blogged recently, TikTok is becoming a stronger social commerce destination, TikTok is coming to smart TVs in the United States and Canada.
Why Does Gen Z Use TikTok?
According to a Forrester, TikTok appeals to Gen Z for three reasons:
- Entertainment value. As one respondent said: “It has funnier videos.” Gen Zers just enjoy the lean-back experience of watching fun and funny content. And who can blame them?
- Short-form variety. TikTok’s endless scroll of short-video clips keeps Gen Zers engaged. TikTok is like an endless river delivering short bursts of content.
- Positive self-expression. The “positivity of TikTok” was cited by several respondents emphasizing their ability to freely express themselves, such as dancing. Forrester also detected an undercurrent of fame- and attention-seeking behavior.
TikTok is not exactly a new name for businesses. Many businesses got on the platform a long time ago to create engagement with TikTok, and now they’re learning how to use TikTok as a platform to sell merchandise. In addition, businesses use TikTok as a social listening platform to understand everything from trending topics to Gen Z purchasing habits. The Forrester report underscores just how rapidly and dramatically TikTok has ascended. However, Forrester also notes that TikTok is still not as popular as YouTube with Gen Z: 72 percent of Gen Zers use YouTube weekly, up 3 percent from 2020.
What Should Businesses Do?
- Consider all the ways you can be on TikTok. TikTok has become more than a brand-building platform. As noted, it’s also a commerce destination – and a recruitment channel. And a fun way to engage with your own employees.
- Have a strategy. Don’t jump on to TikTok just because the cool kids are there. First understand how TikTok fits into your marketing, recruitment, and employee retention strategies. For instance, with marketing, how and where does TikTok align with your customers’ journeys?
- Play by the rules of TikTok’s audience. Consider what Gen Z told Forrester: they want snackable, fun content that uplifts people. How do those requirements align with your brand voice? Are you capable of delivering what Gen Z wants? Consider some of these examples to learn from.
- Achieve a balance of organic content to build your brand and advertising to convert TikTok fans to customers where appropriate for the products and services you offer. Advertising is still evolving at TikTok. TikTok For Business provides more detail on ad units available.
- Don’t put all your eggs in one basket. Despite controversies, Instagram is doing just fine. TikTok and Instagram are not an either/or choice. Consider the different ways your audience is engaging with your brand. Be present where it counts (which is why you should have a strategy for why you want to be on TikTok in the context of your marketing, recruitment, and retention goals).
- Monitor emerging apps. Look at how quickly TikTok caught fire. Who is the next TikTok out there? A social audio app like Clubhouse? Don’t be caught blindsided.
Contact IDX
At IDX, we help businesses use visuals all the time to create content that engages audiences ranging from investors to customers job seekers. Contact us to learn more.
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“Is TikTok the Future of E-Commerce?”