Trying to get the attention of anyone under 30 these days feels like a mission. They are almost always glued to their phones, scrolling, swiping, and double-tapping at lightning speed.
Those long, fancy commercials won’t help grab the younger audience’s attention. Don’t lose hope just yet.
If you’re a brand trying to connect with Gen Z or even younger Millennials, TikTok is where you need to be. While it’s a platform with endless dance videos and funny filters, TikTok is actually a super powerful place for brands to connect with this younger crowd. Around 82% of Gen Z are hanging out there.
So, how can your brand show up and engage with younger audiences on the platform? We’ll share that here.
1. Show, Don’t Sell
Forget those old-school commercials where you’re constantly pushing a product. That kind of direct selling just doesn’t fly with the younger TikTok audience.
This generation has grown up surrounded by ads, so they are pretty good at tuning them out.
If you hit them with constant ads, they are going to scroll right past you. But if you show them what your brand is about without being all pushy, they will start paying attention. What they are really looking for is content that feels real and that they can actually connect with.
Take Duolingo, for example. It has turned its mascot into a total meme star. It doesn’t always ask people to download the app. But it uses the owl to make funny, relatable videos about learning languages. That way, it has built a strong brand presence and encouraged people to download its app without being pushy.
So, don’t push your products; instead, show how they fit into real life. If you’re a skincare brand, do a get-ready-with-me (GRWM) video. If you sell snacks, show a taste test reaction.
2. Create a Unique Trend or Challenge
Trends are what captivate users on TikTok. You can hop on existing challenges. But if you want to get noticed, start your own.
Create a dance challenge, a funny skit, or something that shows off creative ways to use your product. The easier and more fun your challenge is, the more likely people are to jump in and create their own content around it.
Chipotle totally nailed this with its #ChipotleLidFlip challenge. It was a simple challenge where people had to flip a burrito bowl, add their own spin, and share the video on TikTok using the hashtag. Its employee is credited with first performing the challenge. The result? It has become one of the most followed brands on TikTok.
Guess is another brand to crush this with its #InMyDenim campaign. It teamed up with TikTok creators to show off stylish transformations using their denim clothes, and that got users to participate and show off their looks.
One piece of advice: Don’t be afraid to get creative with branded effects, music, or sounds to make your challenge stand out from the crowd.
3. Be Responsible With What You Promote
When you’re talking to a younger audience, you’ve got to be responsible about what you’re putting out there. Make sure what you’re promoting lines up with ethical marketing practices.
TikTok has some pretty strict rules about advertising to anyone under 18, especially when it comes to things like alcohol, financial services, and healthcare. So, it’s super important to know what those guidelines are.
You definitely want to avoid taking advantage of their trust or inexperience. Don’t pressure them to buy stuff or make it seem like owning your product will make them more popular.
Instead, think about promoting positive role models, being upfront about what your brand believes in, and creating content that lifts people and supports your community.
This is important since young people are already suffering from mental health issues due to TikTok. This is why 14 state attorneys general have filed lawsuits against the platform, reports TruLaw.
The whole TikTok lawsuit mental health conversation surrounds the intentionally addictive design of the platform that impacts mental health.
Plaintiffs claim that its algorithm encourages excessive screen time and harmful content exposure, which leads to anxiety, depression, and other mental health issues.
Today’s Takaway
So, what’s the takeaway? At the end of the day, using TikTok to engage younger audiences isn’t about cracking the algorithm or going viral. It’s really about being genuine, getting creative, and understanding what makes them tick.
If your brand can show up with honesty, humor, and heart, younger audiences will notice. You never know, they might even hit that follow button.
So, say goodbye to the hard sell, let your imagination run wild, and always remember to be responsible for what you promote. Your brand’s next loyal fan could be just a swipe away.