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Introduction
Gen-Zers - it's no secret that they're a breed of their own. Whether it's defining trends that change quicker than you can say “mini UGGs” or fueling the rise of new social media platforms, they're hard to keep up with. But anno 2022, it's this generation that has the spending power, and influence to define what’s in - and what’s absolutely not.
So it’s time to take them as seriously as they take themselves. And whatmakes them tick more than woke culture? TikTok, of course. The number one platform for Gen-Zers and the most valuable way to reach them as a brand today.
We asked 2000+ of them to share their thoughts on how they use TikTok, why, and what it is that they absolutely don’t want to see. To help brands and advertisers understand Gen-Z’s changing tastes and get to know the best practices for resonating with them on their favorite platform. Let’s get into it.
Who's gen-z and what's their deal?
The 8-year-olds who were lip-syncing and dancing on that one app...what was it called again? Musical.ly? Well, actually, yes, that's Gen-Z. But now they're all grown up. Some have even landed their first jobs which can only mean one thing: they’ve got purchasing power.
These 16-25 year-olds are now on the edge of newfound independence which brings with it a whole new set of challenges. But one thing that’s set Gen-Zers up for success is the fact that they know their way around the digital landscape better than anyone.
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Gen-Zers grew up with the internet and literally don’t know any better. As in, their older siblings have albums full of printed photos to commemorate their coming into the world, and their birth snapshots are floating around in their parents’ iCloud.
Their entire lives take place online, from communicating with friends and family to taking classes, and beyond. And social media? It's right at the center of their collective universe.
Whereas millennials would come home from school and check MSN on their PC, social media platforms are a constant in the daily lives of Gen-Zers, with the smartphone functioning as an extension of their existence.
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Not only is their social media use different than other generations, but their whole worldview is too. Gen-Z is the first generation facing a future that looks a lot bleaker than its predecessors. Climate change, COVID-19, the global economic crisis - there's a lot of responsibility hanging over their heads and it hasn't gone unnoticed.
Because of their digital upbringing, they're more well-read and aware of the problems they face. And they're sure as hell committed to making a difference. They're making greener choices, are open to change, appreciate brand inclusivity, and are happy to let you know if they don't agree with something.
Coined by older generations as "cancel culture", Gen-Z's attitude is their way of keeping their fingers on everybody's pulse to fix the deep-rooted social issues that they can't accept as part of their reality today.
woke up, world
The pandemic in particular has had a significant impact on how members of this generation are living their lives. Graduating, working, marriage, buying a house, having children and saving for retirement in a world where the future is so uncertain has left Gen-Zers carving out different paths than those before them. With the world at their fingertips, they’re less open to being told what to do, and are more confident pointing fingers at bigger companies that
need to change.
Especially when it comes to working culture. In the era of burnout, Gen-Z has learned that “working (too) hard", and “earning big” shouldn’t be the main objectives. Mental health plays a key role in the lives of this generation and openly sharing their experiences with others (online) is a large part of this. But as woke as they may be, Gen-Zers methods of self-reflection are never without a big fat serving of humor. Which brings us to TikTok, the platform where self-mockery and dark comedy are king
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What started as an entertainment app has become a way for Gen-Zers to connect, laugh, learn, define trends, discover, shop, and share, all in their own generational language. TikTok is a place where honesty and vulnerability are celebrated. And where everyone feels understood.
Which makes it even more important for today’s brands to be fully tuned into the hold that TikTok has on Gen-Z so that they don’t miss the mark. Because you know as well as we do, with Gen-Z it’s one strike and you’re out.
Read on to find out what we discovered about the golden trifecta of Gen-Z, TikTok, and brands in today’s digital world.
Insight #1
Creators continue to rule. It might come as no surprise that creators - and especially those with close-knit communities - are still leading the way on TikTok. They’re the antidote to the disconnect that Gen-Z often feels navigating the increasingly blurred lines between virtual and IRL experiences. Which is why a large majority of our respondents told us that they follow more creators onTikTok than friends and family.
Creators are comforting. They're like friends you can always count on to cheer you up. Whose recommendations you always trust. But most of all - they’re entertaining as hell. Which is exactly why Gen-Z uses TikTok.
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And that’s why entertainment value is one of the most important factors when it comes to creating TikTok content for this generation. The platform’s algorithm serves them content that they want to see based on what they really like (so much so that they’re spending an average of more than 80 minutes a day in the app, and opening it around 19 times a day). So what does this mean for brands? At the end of the day, it’s important not to forget that creators are some of the most powerful consumers out there. And working with them is a great way to connect with the right audience and let them do the talking through content that entertains.
Insight #2
Gen-Zers aren't only using TikTok to be entertained. They're also using it as a discovery tool. Earlier this year,Google’s senior vice president noted that almost 40% of young people use TikTok instead of Google Maps or Search when they’re looking for a place to go for lunch. Our study showed that more than half of Gen-Zers use TikTok to stay on top of trends -whether that’s music, one-liners, make-up looks -they look to TikTok for the latest and greatest. So is TikTok Gen-Z’s new favorite search engine? Yup, looks like it. Our results show that Gen-Zers are using the platform for style, holiday, restaurant inspiration and more. So brands - pay attention! TikTok’s video format and made-to-measure algorithm is the perfect mix between advertisement and entertainment and the ideal way to get Gen-Z pumped about your company’s products and services.
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#TikTokMadeMeBuyIt is a thing. With over 26 billion views, it’s one of the most popular hashtags on the platform. According to TikTok themselves, Gen-Z TikTok users are:
1.3x more likely than other platform users to have bought something because it was trending
1.2x more likely than other platform users to convince someone to buy a product they saw on platform
1.2x more likely than other platform users to feel excited or euphoric about retail purchases
...which explains why Amazon has a #TikTokMadeMeBuyIt storefront and why major book retailers like Barnes & Nobles have a #BookTok section in-store and online. The power of TikTok to influence purchase decisions is real, with products going viral overnight.
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Gen-Z goes on TikTok to be inspired by fashion, travel and hotspots.
Top products bought on TikTok by our respondents are beauty products (skincare and make-up), clothing, books, supplements, headphones, hair stylers, sports gear & equipment, food and home decor items.
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Insight #3
Brands 🤝 TikTok
But are Gen-Zers bothered about brand presence on TikTok? They're actually 1.4x more likely than other TikTok users to discover new brands and products on the platform. We even asked our respondents which brands they know because of TikTok, and funnily enough, the most popular brands mentioned are those that have a strong presence on the platform with their own brand account: VitaKruid, KNAAP bikes, My Jewellery, Roquebrun, Charlotte Tilbury, AirUp, CeraVe, Dyson, Phillips, Maybelline, Olaplex.
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do's & dont's
So yes, brands can and should be putting an effort into their TikTok presence. But it's important that they’re doing it right. How can you make sure you’re resonating with Gen-Z rather than irritating them?
Working with the right creators who know what’s trending on the platform and how to communicate your message. Making sure you’re looking at TikTok trends on the daily - rather than a month in advance. And above all, listening to what Gen-Z are doing on the platform and joining in, rather than trying to steer the conversation yourself.
what's next?
Since TikTok became available to users worldwide in 2018, it’s rapidly become one of the world’s most popular social mediaplatforms and an indispensable part of Gen-Z’s everyday life.With over 5.5 million active users in the Netherlands alone, it continues to become a one-stop shop for content in a way that other platforms aren’t.
Its unique culture, authenticity, format, and feeling of community make the ultimate combination for Gen-Z. A generation that continues to search for personal experiences that provide them with a sense of belonging and connection.
Not only that, it’s weaved its way into their consumer habits, too.TikTok provides Gen-Zers with a place to be inspired, discover products, learn new skills, and connect with creators
and brands in a whole new way.
For brands, this means a different approach to creating content, but also provides them with different insights and a deeper way to engage with consumers than ever before.
From where we’re standing, TikTok’s here to stay.
It’s move or be moved by the brands who are getting ahead on the platform.
Let's connect
Are you a brand looking to make an impact with Gen-Zers on the world’s most popular social media platform? We’re here to help.
