Will TikTok Ever Push Past Gen Z?
At the Interactive Advertising Bureau's NewFronts, the world's largest digital content showcase, TikTok pitched to advertisers and media buyers that their platform extends beyond Generation Z, which currently makes up over 60% of its users. The popular video-sharing app moves to sustain its user growth that exploded during the pandemic to other audiences.
In fact, it's something TikTok already feels it's doing, reinforced by Nick Tran, TikTok's head of global marketing. "You can't get to the scale that we've reached without reaching almost everybody and having content for everybody. Even if [your brand] is trying to reach an older audience, they're all on the platform, they're engaging and being entertained by the diversity of content and the diversity of creators that we have."
Does this remind you of the same conversation we were having about Facebook ten years ago?
Distinguishing the brand
TikTok went to great lengths to separate itself from the social media pack stating that its scrolling full-screen model and sound-enabled videos are more closely aligned with Netflix rather than Facebook or Twitter rivals. TikTok believes that the platform allows anyone to lean into storytelling, including brands, in a way that makes it feel akin to non-sponsored content.
So, what are TikTok's next moves, and what does that mean for your brand?
TikTok is blending paid and organic media in such a way that makes it feel akin to non-sponsored content, strengthening its statement as a streaming service rather than a social media platform. TikTok's mantra, "Don't make ads, make TikToks," continues to drive their goals to push beyond the Gen Z image. This is a challenge that all businesses should be trying to overcome.
"When brands create content that looks and feels like a TikTok, people tune in and take action," TikTok said. The true goal should be for users to forget that they're even interacting with a brand's marketing strategy, and instead having a genuine, non-paid experience.