Author: Irene pes
Publication date: 23.05.2024
Today's young people show a clear preference for seeking and consuming news through social media rather than other means. This behavior is particularly evident among those in their twenties, as 14% of them use social media to stay informed, compared to 1% of Boomers, who still prefer Google and traditional news sites. This generational difference could be due to the greater familiarity and convenience of using social media as a source of information.
A new study conducted by Adobe has confirmed that TikTok is becoming increasingly popular as a search engine for consumers looking for information, recipes, music, and more. This trend is especially relevant to younger generations, with 64% of Generation Z and 49% of Millennials using TikTok to search for content of interest to them. This suggests that platforms like TikTok are becoming increasingly important as sources of information and entertainment for the new generations.
Give voice to trends
Fashion trends change quickly on TikTok because of the nature of the content on the platform. TikTok videos are short and easily consumable, making them more easily shareable than other types of longer content. This facilitates the spread of trends, which can originate from anywhere and quickly spread among users. Furthermore, users' ability to consume content quickly and replicate it contributes to the rapid transmission of trends.
When a user sees something interesting or trendy on TikTok, they are likely to try to replicate it in their own video, further contributing to the spread of the trend. Ultimately, the combination of short videos, ease of sharing, and users' ability to replicate trends are the key factors that make TikTok a fertile ground for the development and rapid spread of fashions and styles. This dynamic makes the platform a place where trends can emerge suddenly and disappear just as quickly.
Reaching Gen Z
To be successful on TikTok, it is essential to create visually appealing content that can capture the attention of young users. This is because young people are used to consuming primarily visual and dynamic content; therefore, it is important to be creative and original in the creation of videos and images. Additionally, another crucial aspect is the customization of content.
TikTok uses algorithms that recommend content based on users' interests; therefore, it is essential to create content that is relevant to the target audience.
This means adapting content based on users' interests and preferences to increase engagement and interaction with your account. Finally, an effective strategy to amplify your message and reach a wider audience on TikTok is to collaborate with influencers. Influencers on this platform have a huge influence on Gen Z and can promote content in an authentic and engaging way. Collaborating with them can be a great way to increase the visibility of your profile and gain more followers.
Conclusion
TikTok is increasingly establishing itself as the main point of reference for Generation Z, in many cases replacing the traditional search engine Google. The platform has radically changed the way young people search for and consume information online, thanks to its combination of short videos, creativity, and virality.
This platform will play an increasingly central role in shaping the future of online research and communication. This implies that companies and marketing professionals will have to adapt their strategies to make the most of TikTok's potential and effectively reach the audience. The importance of understanding and mastering TikTok as a marketing tool is fundamental to remain relevant and competitive in the digital market.
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