The Rise of Short-Form Video Content: Engaging Gen Z on TikTok

Facebook (now Meta) is now out, and Twitter (now X) has slowed in growth. In place of status updates and short-burst tweets comes the advent of short-form content. Today, short-form videos have quickly become the preferred medium for Gen Z, and TikTok stands at the forefront of this revolution.

But what makes TikTok so enduring, and why should businesses care? Let's dive into the mechanics behind this app and explore how to leverage it for your marketing strategies.

Why TikTok? Understanding Gen Z and Their Media Consumption Habits

So, why is TikTok popular with Gen Z? This generation's preferences for consuming content have shifted dramatically, favouring short, engaging, and visually appealing formats. Considering how Gen Z users spend an average of 95 minutes per day on TikTok, surpassing other social media platforms, the app's unique features cater perfectly to their fast-paced, mobile-first lifestyle.

TikTok's powerful algorithm, which curates personalised content feeds, keeps users hooked. This algorithm learns user preferences and delivers a continuous stream of videos tailored to their interests, ensuring high engagement. The user-friendly interface and extensive creative tools further empower Gen Z to express themselves and connect with others through short-form videos.

Creating Engaging Short-Form Video Content

TikTok is a rapidly evolving platform, where content can now range from quick 15-second clips to 10-minute "TED talks" or even 35-image carousel threads. However, the heart of TikTok remains the short-form video, typically ranging from 30 seconds to 1 minute.

If you're planning to experiment with TikTok videos, consider the following when creating content that resonates with Gen Z:

• Authenticity: Gen Z values authenticity above all else. Create content that is genuine, relatable, and showcases your brand's personality.
• Storytelling: Craft compelling narratives that capture attention quickly. Use visuals, music, and text overlays to enhance your storytelling.
• Trends: Stay on top of the latest trends and challenges and incorporate them into your content in a way that aligns with your brand.
• Humour: Don't be afraid to inject humour into your videos. Gen Z loves a good laugh.
• Music: TikTok is all about music. Choose trending sounds and songs that complement your content and resonate with your audience.
• Interaction: Encourage engagement by asking questions, running contests, or collaborating with other creators.

Leveraging Memes and Pop Culture

Staying up-to-date with pop culture and memes is a surefire way to strike gold on TikTok. By incorporating trending elements into your content, you not only stay relevant but also make your brand more relatable and shareable for Gen Z.

TikTok has made its mark in creator marketing in Singapore, and several campaigns have effectively harnessed the power of memes and pop culture:

• Singtel "GOMO Challenge": Singtel's GOMO mobile plan targeted Gen Z with a challenge that involved dancing to a specific song. The challenge not only promoted the brand but also fostered a sense of community among participants.
• Zalora’s #ZStyleNow: Partnering with local influencers, Zalora created trendy fashion videos incorporating popular dance challenges and styling tips that resonated with Gen Z's fashion-forward tastes.
• #SingapoRediscovers by Singapore Tourism Board (STB): STB's nostalgia-driven campaign encouraged locals to rediscover Singapore's hidden gems, utilising popular local memes and cultural references to make it highly relatable for Singaporean Gen Z.

Influencer Collaborations

Content creators have solidified their position as key players in digital marketing—particularly Social Media Marketing—and this is especially true on TikTok. Gen Z, in particular, places immense trust in the voices of individuals they perceive as authentic and relatable. This makes influencer collaborations a potent strategy for marketing to Gen Z.

Of course, choosing the right creator for your brand requires careful consideration. It's not just about follower count but about finding influencers who align with your brand values and resonate with your target audience. Here are some factors to consider for authentic collaborations:

• Relevance: Ensure the influencer's niche and content align with your brand's values and target audience.
• Engagement: Look for influencers with high engagement rates, indicating an active and loyal following.
• Authenticity: Choose creators who are genuine and have a strong connection with their audience.
• Creativity: Partner with influencers who can bring fresh ideas and a unique perspective to your brand.

Utilising TikTok's Features

TikTok offers a wealth of features that businesses can leverage to enhance their content and reach a wider audience. Some of the most effective features for your TikTok Gen Z marketing strategy include:

• Duets and Stitches: These features allow users to create reaction videos or add their own twist to existing content, fostering creativity and interaction.
• Hashtag Challenges: Brands can create branded hashtag challenges to encourage user-generated content and boost brand visibility.
• Filters and Sound Challenges: Creating custom filters or sound challenges can generate viral trends and increase brand awareness.
• TikTok Ads: TikTok offers various ad formats, including In-Feed Ads (native ads that appear in users' "For You" feeds), Branded Hashtag Challenges (sponsored challenges that encourage user participation), and TopView (full-screen ads that appear when users open the app) to expand your reach and drive traffic to your website or product pages. Similar to Facebook and Google Ads, running paid ads on high-traffic apps like TikTok can lead to an increase in ROAS (return on ad spend).

Conclusion

Short-form video content has emerged as the dominant medium for capturing this generation's attention, with TikTok leading the charge. By embracing authenticity, storytelling, trends, humour, music, and interaction, businesses can create compelling content that resonates with Gen Z's preferences.

By crafting authentic, trend-driven content, collaborating with the right influencers, and utilising TikTok's diverse features, businesses can create impactful marketing campaigns that resonate with Gen Z audiences. Remember, TikTok marketing is not just about creating videos; it's about telling stories, sparking conversations, and fostering a sense of community.

If you're ready to take your Gen Z marketing strategy to the next level, Choco Up is here to help. Our revenue-based financing solutions can provide the capital for e-commerce businesses to invest in their TikTok marketing efforts and unlock their full potential on this exciting platform.