While Facebook, Twitter, and Instagram are excellent social media platforms for reaching and engaging your audience, younger users are beginning to turn to other channels like TikTok and Snapchat to connect and share with their friends. If your target audience is part of Generation Z (born from the mid-1990s to the early 2000s), you’ll need to start implementing these new platforms into your digital marketing campaigns.
Ready to jump on the bandwagon? Below, we’re breaking down everything you need to know about Gen Z-centered social media tools.
TikTok and Snapchat are two of the most commonly used social media platforms for Gen Zers. In fact, 41 percent of TikTok users are between the ages of 16 and 24 years old. Meanwhile, 92 percent of 12 to 17-year-olds in the U.S. use Snapchat at least once per month. Users in these age groups value authentic, quick, and unique content that they can easily consume from their smartphones or other mobile devices. And these platforms certainly provide that, giving teens and young adults access to a seemingly never-ending supply of content wherever they go.
Snapchat allows users to create and exchange images and videos (known as “snaps”) with other individuals on the platform. This content can be shared publicly, with a select number of people, or one-on-one in a private space. The main feature that sets Snapchat apart from other platforms, however, is that anything users share disappears after a specific amount of time. For example, Snapchat stories only remain accessible for 24 hours. While Snapchat is somewhat of a veteran in the social media space (having been released in 2012), its constant, innovative updates and ever-evolving content has kept users engaged over the past seven years.
TikTok, a short-form video platform, has quickly gained popularity among younger generations, with Gen Zers accounting for a large percentage of the users. The app makes it easy for individuals to create fun and engaging short-form videos without any special tools or knowledge. This unpolished content appears more authentic – one of the reasons why it’s so appealing to younger audiences.
Beyond connecting more directly with younger users, incorporating Snapchat and TikTok in your social media marketing strategy is beneficial in a variety of other ways. Namely, both platforms have become a creative outlet for teens and young adults – and brands can tap into this key element as well. By creating unique, eye-catching content, businesses can grab the attention of their audiences in a brand-new way. This also allows companies to connect with users in a more authentic setting, letting the brand’s personality shine through. And according to data reported by CNBC, members of Gen Z value this authenticity, with 67 percent of respondents agreeing that “being true to their values and beliefs makes a person cool.” So, to gain the approval of this generation of creative, expressive individuals, you’ll need to focus on maintaining a clear, honest, and genuine brand image.
In need of some TikTok and Snapchat inspiration for your social media strategy? Let’s take a look at a few examples of how brands are effectively using these channels to reach and engage their audiences.
Taco Bell was one of the first brands to take advantage of Snapchat’s storytelling tools for their business. In 2013, the fast-food giant sent snaps to its followers that announced the return of the Beefy Crunch Burrito. The short lifespan of the snap made the product announcement feel like exclusive content, which helped the brand connect more directly with users. Since then, Taco Bell has remained a regular on the app, frequently posting Snapchat Stories, creating fun lenses, and more.
Chipotle used TikTok to get their audience excited for their Avocado Day promotion, which offered guacamole at no extra cost. The video they posted featured the Guacamole Song by Dr. Jean, a meme-friendly tune that quickly went viral.
Not only was the TikTok video well-received on the platform, but it also sparked the #GuacDance Challenge. This challenge got users engaging with the brand by posting their own videos of themselves dancing to the Guacamole Song. It soon became the highest-performing branded challenge on TikTok.
Sour Patch Kids, a candy brand owned by Mondelēz International, was able to quickly gain popularity on Snapchat by using the platform in its social media strategy. One notable campaign involved pulling off a variety of public pranks. Though these pranks were harmless, they caught the attention of the brand’s Snapchat audience while aligning consumers with their “sour yet sweet” personality.
Are you ready to dive into the world of TikTok and Snapchat? Zero Gravity Marketing can help. Our social media team can help you effectively utilize these platforms to reach younger audiences. For more information, or to speak with one of our social media gurus, contact us today!