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How Tik Tok is tapping into Generation Z - and why luxury brands are jumping on board

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https://www.telegraph.co.uk/luxury/technology/tik-tok-tapping-generation-z-luxury-brands-jumping-board/

telegraph.co.uk

How Tik Tok is tapping into Generation Z - and why luxury brands are jumping on board
As TikTok moves into shoppable content, could every teenager's favourite video platform be the future of luxury marketing? My introduction to TikTok was at 1am one night last summer. My next-door neighbours had left their teenagers home alone, and they had spilled out into the garden with a dozen or so friends.

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TikTok

TikTok is a breakthrough social media platform with millions of mostly young users worldwide, who share short videos and funny clips with matching music. 


Lately, its populari...

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Gen Z

The appeal of TikTok is mostly among Gen Z, who love music, weird behaviour, humour and fashion. They love the blend of a social media network which is focused on consuming and creating viral conte...

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Worth Billions

TikTok, whose Chinese owners are worth billions now, wasn’t the first-of-its-kind app but became a runaway success due to its unique format. Music biggies became early adopters of the TikTok format...

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Commercial Viability

Now that TikTok is a force to reckon with, many luxury and fashion brands are trying to tap the spending power of youngsters who are hooked to the addictive app. Recently Mac Cosmetics launched an ...

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Scouting Talent

TikTok is a huge social media space to scout new fashion and modelling talent, as it provides a glimpse at the personality of the rising star and not just a pretty face. The number of followers and...

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The concept may not be new, but the techniques used to market supplements are.

In 2013, companies realized they could make use of social media to promote their supplements as youthful and fun.

One of the attractive qualities for supplements is a strong engagement on social media, with packaging designed to be super-shareable.

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TikTok

TikTok is reportedly 500 million users strong. It’s been a while since a new social app got big enough to make nonusers feel they’re missing out from an experience.

TikTok is an app for...

TikTok "tools"

Video creators have all sorts of tools available.
  • Filters as on Snapchat.
  • The ability to search for sounds to score your video.
  • It provides extensive reasons and prompts.
  • Hashtags play a large role as a functional organizing principle. 
  • It nudges you and makes it easy to come up with material to post.
  • Users are encouraged to engage with other users in two ways: Through "response" videos and through "duets" where a user replicates a video and add themselves alongside.

Fundamentally different

TikTok has stepped over the point between the familiar self-directed feed and experience based on algorithmic observation and inference. When you open the app, you don't see a feed of your friends, but a page called "For You" - It's an algorithmic feed based on videos you've interacted with or just watched.

It's not full of people you know or things you've explicitly told it you want to see. It is constantly learning from you and builds up a model of what you tend to watchIn short, it is like an Instagram centered entirely around its "Explore" tab.

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