Understanding and reaching Gen Z on TikTok

Born between 1996 and 2010, Generation Z is not only young and tech-savvy, but also the most racially and ethnically diverse. With purchasing power in excess of $360 billion, these digital natives favor brands with clear values, inclusion, and a strong social media presence. To succeed in 2024, it is essential to understand their specificities and to develop adapted marketing strategies.

Establishing consistent values and mission

For this generation that chooses to support brands that reflect their values, it is essential to clearly establish and communicate the values and mission of your brand. Issues of LGBTQ+ rights, diversity and social responsibility are at the heart of their concerns. A brand that succeeds in establishing strong and consistent values, like Huha and its commitment to body positivity, resonates particularly with Generation Z.

Promoting transparency and accountability

Generation Z is renowned for their critical approach and in-depth brand research. Transparency and public accountability are therefore crucial. Young consumers want to see a match between the values promoted by a brand and its internal corporate culture. Going beyond simple diversity in casting and integrating these values into the brand's DNA is essential.

Define a unique brand personality

Far from the refined millennial aesthetic, Generation Z is looking for brands with a strong and daring personality. Starface is a perfect example, with its colorful and fun approach. Brands must dare to stand out from the crowd, offer content that reflects a unique identity, capable of creating a link with this generation.

Focus on entertainment

With limited attention, captivating Generation Z requires content that is entertaining and compelling. Quick and fun tutorials, like those offered by Fenty Beauty, show how well-designed content can effectively engage this audience. It is also possible to turn to educational content, but always in a friendly and accessible language.

Creating an engaged community

This generation, often described as the loneliest, is looking to build meaningful relationships online. Building a digital community, going beyond simply collaborating with mega-influencers, is crucial. It's about finding and engaging authentic ambassadors who share brand values and can establish a genuine connection with their audience.

In summary, marketing to Generation Z in 2024 should be a combination of strategies that focus on values, transparency, authenticity, engagement, and community building. Each brand must refine its approach to meet the unique expectations of this generation that is connected and aware of social issues.