Youth, TikTok, and future developments

TikTok is now established as the most popular and most successful social network among the Z-Generation. Today we are with Ermal Kopani, entrepreneur and digital marketing expert.

Ermal, what can you do with TikTok?

Creators can add, remix, save and discover songs and sounds via playlists, videos, and more. This would connect to the name of the social network itself which would refer to the rhythmic sound of a clock ticking, a symbol of the short nature of the videos.

TikTok users can follow the accounts they prefer and send tokens with a little heart, comment or share the videos they prefer.

But what motivates teens to sign up for TikTok?

And how is the virtual identity of the TikTok consumer structured?

First, unlike other social networks, users on TikTok have a specific name and are known as musers or tiktokers.

Entertainment is the key to all popular culture, therefore. TikTok’s mission is exactly to entertain by breaking the monotony of real life through short videos with which users express themselves with creativity to please and like themselves at the same time.

In particular, the massive virtual participation is also motivated by the presence of the so-called challenges. The challenges create a virtual competition to gain visibility and therefore be noticed by brands or influencers, at the same time. the imitation of a video inevitably generates the creative expression of identity, to be more appreciated.

TikTok is certainly an excellent magnet for those who want to include this platform in their digital marketing strategy and, in particular, for brands that want to get in touch with users of the Z-Generation.

But how do you build a marketing strategy for TikTok, and what are the benefits?

The first thing to do, when evaluating whether TikTok is an effective tool for digital marketing, is to take into consideration the audience you want to reach: most of the users on this social network are between 13 and 30 years old on average and appreciate in particular content relating to entertainment.

Brands that want to operate on TikTok need to think about fun content and engagement campaigns, even before informing and selling their products.

Creating funny videos, taking advantage of current trends, which push users to interact with the brand (for example with challenges), is an ideal solution to make content go viral and get views, increasing the return on investment.

Another way to get users’ attention on TikTok is through sponsored content, available in 4 ways:

• In-feed content (native ads): content that appears within the feed, designed to capture all the customer’s attention, in full screen and with audio activated.
• Hashtag challenge: allow brands to stimulate cultural trends and movements, involving the entire TikTok community in participatory challenges
• Branded effect: stimulate interactions with fun games, stickers, filters, and special effects that can be customized according to the brand.
• Top-view video: The first video users see when they open the app, TopView is TikTok’s largest billboard.

The analytical approach of TikTok followers allows us to better understand how the market will evolve in the next few years, as in about 10 years the Z-Generation will be the one with the users who will have the greatest purchasing power linked to recurring habits.

Therefore, platforms like TikTok are powerful tools for brands. Content on TikTok and other social platforms will be increasingly performing, helping to increase sales and grow the audience organically and through sponsored posts, as needed.