Jason Dorsey knows that keeping up with all the evolving forms of social media is not easy. Still, the Gen Z expert believes it’s time to embrace TikTok marketing, a social network that has been available worldwide for less than three years.
That’s right: your teen’s favorite video sharing app could be the key to helping your business reach an untapped consumer base.
“The way brand folks historically created notoriety was with television, radio and the press,” said Dorsey, president of the Center for Generational Kinetics. “Well, Gen Z is probably not [paying attention to] none of those.
“You cannot create awareness if you are not in front of them; you have to be where they are.
And, rest assured: virtually every teenager or young adult is familiar with TikTok, which has over 1 billion users and has been downloaded 200 million times in the United States alone, according to wallaroomedia.com (June 14 ).
So what specific steps can food companies take to attract customers through TikTok? Dorsey, co-author of the book Zeconomics, explains below:
SPEND A LOT OF TIME ON TIKTOK
“If you don’t commit to TikTok – which too many brands don’t – you’re really missing out,” Dorsey said. The Food Institute.
Remember, Dorsey noted: Successful brands reach consumers when they are young, so that they are brand aware as their purchasing power begins to increase. And, he added, TikTok offers a great opportunity to secure pre-teen, teen and young adult consumers.
In order to build a strong following on TikTok, it’s important to stay tuned to the types of videos that truly resonate with your audience. For example, Dorsey noted that cooking videos are currently very popular on TikTok.
One key to creating brand buzz on TikTok, the expert added, is “picking the right people who represent you and represent the brand well, with everything they are going to do, [like] sing, dance, share recipes, or whatever.
According to a recent People article, some of TikTok’s most prominent food-centric personalities are:
Tabitha Brown, @iamtabithabrown
The actress and vegan diet advocate has more than 4.7 million fans.
Chelsey White, @chelsweets
White, known for making elaborate cakes, has two million TikTok followers.
Viviane Aronson, @cookingbomb
Formerly featured on MasterChef, Aronson has over 1.8 million subscribers.
It is important to post TikTok videos that earn both the trust and respect of potential customers. Dorsey’s research has shown that Gen Z consumers are more likely to be influenced by their peers on social media than by experts or CEOs.
And that, noted Dorsey, “is a big deal. [Gen Zers] are really looking for people like them – that they have determined to be accessible and not to have an agenda. You don’t have to be a huge social media influencer like a Kardashian or something, just someone they connect with.
DON’T OVERANALYZE THINGS
In order to truly connect with young consumers through TikTok, it’s imperative to realize that marketing strategies for Facebook might not translate into the new video-centric platform.
“There are a lot of opportunities out there,” Dorsey said of TikTok. “The key is not to overthink it.”