Leveraging the TikTok platform to reach Gen Z

Source: TikTok. Sim delivers his welcome address.

TikTok, the short-form video platform, recently shared insights into how creators and marketers can leverage the platform to engage Gen Z audiences at its first-ever South East Asia Creators and Content Marketing Conference in Singapore, [REC]reate. 

TikTok provides easy-to-use mobile video capturing and editing tools. According to the company, research has shown that Southeast Asia’s digital natives are among the most active on mobile, spending an average of almost four hours across devices.

“We’re noticing a steady increase in the consumption of short-form video content in Singapore and across the region, especially among Gen Z, 98% of whom own a smartphone,” said Lionel Sim, Senior Director, Global Marketing - Business Solutions, TikTok Ads.

Sim said that TikTok is powered by machine learning technology and generates interactive challenges and trending topics. "The app also offers an effortless, compelling, and personalised viewing experience, and encourages creation through easy-to-use video capturing and editing tools, empowering everyone to be a creator directly from their smartphones," he said.

"By letting users create their own content for a brand's campaign, hashtag challenges give users a sense of being part of the brand, turning them into authentic and powerful brand ambassadors. Overall, TikTok transcends boundaries, celebrates diversity and creativity, and has become the preferred platform for expression, especially among the Gen Z/mobile-savvy audience in Southeast Asia."

Asked about marketing on TikTok to engage Gen Z in Southeast Asia, Sim said: "This generation is all about succinctness, authenticity and the ability to express their individual truths – and TikTok is a platform that empowers all of that. Gen Z only has an attention span of 8 seconds which is why short-video content will only become more important. They prefer co-creating content with brands, which TikTok champions through its iconic hashtag challenges. On a different note, the influence of established celebrities is waning amongst this generation compared to the authenticity provided by micro-influencers (such as those on TikTok)."

According to Sim, people are on their mobile devices for 3.9 hours per day in Indonesia, 4.2 hours per day in Thailand and 3.6 hours per day in Southeast Asia (aggregated). "This is attributed to the rise of mobile connectivity in the region - 55% Internet penetration in SEA, 58% social media penetration and 141% mobile connectivity," he noted.

"The up-and-coming generation, Generation Z (16 – 24), are highly connected and ‘always-on’ with 98% owning a smartphone. They spend 10 hours online a day and 1/3 of Gen Z watch videos online at least 1 hour per day. What’s interesting is they consume 68 pieces of content a day and 90% of mobile time spent is via vertical usage."

TikTok works with brands to provide advertising solutions including developing challenges, video creation tips, content conceptualisation, Sim said. "TikTok also provide an intelligent marketing solution named TikTok Ads, a one-stop performance marketing platform that enables advertisers to reach a global user base across markets and diversified platform. TikTok Ads integrates a series of features throughout the cycle of performance ads, including targeting, bidding, ads creation, and conversion. In April 2019, TikTok Ads launched self-registration features, providing easy-to-use self-serving tools to empower businesses big or small to connect with their audience," he said.

"TikTok content recommendation technology applies to advertising as well, helping advertisers effectively deliver their content to relevant audience to drive real business results."

Successful brand partnerships across Asia with tech brands for TikTok include:

#slideandswivel (Singapore) - Still ongoing, TikTok teamed up with Samsung to get Singaporeans to flaunt their best moves while incorporating slides and swivels into an original dance routine. Winners stand a chance to win a Samsung Galaxy A80 plus exclusive BLACKPINK merchandise.


#LightUpF11Pro (Malaysia) - TikTok’s first-ever brand campaign in Malaysia was done in collaboration with Oppo. Coinciding with the launch of the F11 Pro, the campaign featured custom interactive content via a hashtag challenge (over 9 million total impressions).


Details:

TikTok is available in over 150 countries and regions in 75 languages. Download the TikTok app via iOS or Google Play.