Engaging With Gen-Z Through Vertical Content on TikTok
This week in our coursework we discussed how to effectively reach a Gen-Z audience through vertical content on Instagram, Snapchat and TikTok. I also found that now 75% of the millennial demographic prefers video content in vertical mode, too. I decided to make a TikTok to help promote my Facebook group, The Fresh Air Lounge.
The 13–24 demographic makes up 69% of TikTok’s users. Unlike Millennials, Gen-Z isn’t motivated by rewards programs to stay loyal to a brand. To boost brand loyalty, we must create meaningful engagement to build relationships. Content needs to serve a deeper purpose and offer value to the viewer.
For my TikTok I used one of the most popular audios. This will help increase visibility, as well as help me relate to my audience. I also kept it short at less than 15 seconds. The Gen-Z audience has a very short attention span. That’s why the short-form video format has succeeded so well with them. Gen-Z has an attention span of about 8 seconds; millennials about 12 seconds. With less time to grab this audience’s attention, I knew I had to convey my message quickly.
I went with a neutral aesthetic with faded colors, one I have seen in recent content on my feed. It’s interesting how this audience can create common themes or aesthetics for posting on social media. Gen-Z favors authenticity, so much so that an almost anti-curated feed has risen in popularity. Top Gen-Z influencers like Emma Chamberlain actually aim to look worse. Making the content “ugly” actually comes off as edgy. So, I chose a messier art design as the base graphics in my video.
Gen Z is projected to make up to 40% of consumers by the end of 2020. The best way to learn who Gen-Z is and what content they want brands to provide is to spend time engaging with them.
