It is a close and intense relationship between the Generation Z and TikTok, a social platform with 2 billion users globally, present in over 150 countries and translated into 75 languages. Results that, according to various observers, surpass those of Twitter (81 million users), Pinterest (67 million), Snapchat (46 million). But above all, it is pressing Facebook with its 2.7 billion active monthly users globally.
TikTok in Italy: the diffusion
It is the story of an unstoppable success that unites the Generation Z and TikTok. Also known as Douyin in China, this Chinese social network was launched in September 2016, initially under the name musical.ly. Through the app, users can create short musical clips of varying lengths (up to 15 or up to 60 seconds) and change the playback speed, add filters and special effects to their videos. According to Comscore data, as of July 2020 TikTok in Italy reached eight million visitors, marking a surge of 377% compared to the same month in 2019. The Zedders, the kids of Generation Z, are always ready to ride the wave of new proposals coming from the digital market. Do you represent a company and have a brand? Do you want to know how to communicate with them through TikTok? Contact University box, an agency specialized in student marketing aimed at this segment of consumers.
Tiktok and brands: the main opportunities
There are at least four different types of advertising campaigns to keep in mind when it comes to Generation Z and TikTok. Hashtag challenges are viral campaigns where the brand launches a hashtag and invites the user to create specific thematic content, for example in the wake of a video content produced by the brand itself, as Guess did in the United States. Branded takeovers are full-screen advertisements that appear in the user's navigation flow and are exclusive, that is, sponsorships that the platform dedicates to only one brand per day. Always on the front TikTok and brands can be considered in-feed, full-screen campaigns that appear in the “for you” section of the user’s personal feed and are automatically played as sponsored content. Branded lenses are visual elements, masks and 2D or 3D objects that users find highlighted in the “hot” or “trending” sections and that they can use in their videos. Are you a business and don’t know what’s the best way to promote your products and services to Gen Z on TikTok? Contact University box.