Generation Z Social Marketing on Tik Tok – Instagram – YouTube


Who is Generation Z?

Generation Z is an increasingly lucrative market segment, and the way this cohort communicates with one another is changing the way brands are engaging with consumers. Commonly referred to as Gen Z and defined by those who are born between 1996 and 2009. This generation has been raised on the internet and social media, with some of the oldest finishing college by 2020 and entering the workforce and as their earning power increases, so will their buying power. 

Regardless of your niche market, Generation Z represents a huge opportunity for sustainable business growth. Generation Z has an attention span of 8 seconds – that’s all you got! Born in a world of immediate answers and infinite choices – Gen Zer’s have an average attention span of 8 seconds compared to the 12-second attention span of Millennials. No pressure for marketing teams hey. 

Generation Z characteristics are interesting and specific; Generation Z features avid gamers and music-goers, and they are known for being ever-present messaging, on the internet, on social networks, and on mobile systems—they are truly the digital future” They tend to care about trends, but are also quick to research as mentioned earlier, by way of reviews.


Research has indicated that Generation Z prefer individual tasks over team-based activities however will still value physical connection. They prefer independence but not isolation. Gen Z no longer forms opinions of a company solely based on the quality of their products/services but now on their ethics, practices and social impact. Companies really need to realize this now.

What is TikTok?

TikTok’s 15 to 60 second video clips. The brevity of a TikTok video forces brands to capture consumer attention within the first few seconds.

Present-day audiences, specifically Gen Zers, want to consume content as quickly as possible, and TikTok allows brands to show their product without over-saturating or exhausting their content – like they might on other platforms like YouTube.

And TikTok’s massive engagement numbers, with view counts often numbering in the millions, highlights why the social platform is appealing to marketers. For example, MAC Cosmetics worked with three TikTok influencers in September 2019 for a hashtag challenge ad campaign called #YouOwnIt. Over the six-day campaign, a total of 635,000 videos were created, with an approximate total of 1.6 billion video views.


From hashtag challenges to brand takeovers, advertisers are utilizing TikTok’s unique short form video platform.

Young people are adept at using digital tools for self-expression, and TikTok is one of several apps that give them a canvas to be creative. TikTok inspires users to not only watch, like, and comment on videos but also create them – giving brands an entirely new approach to getting their products seen through user generated content.

Short form video is increasing in popularity! An example of a brand using Tik Tok would be like Chocolate-maker Godiva, for example, has been investing in video creative that is square or vertical and shorter in length, to reach consumers in their 20s and 30s, younger than Godiva’s traditional target audience.

While Vine may have introduced the concept of short-form video, TikTok made video editing incredibly simple. You don’t need to be a video expert to put together clips with a range of effects. It’s the Instagram for the mobile video age — in a way that Instagram itself won’t be able to reproduce, having already aligned its community with influencers and advertisers.

Most followed TOP 3 TikTok accounts

  1. TikTok – current stat by me is estimated at 35.6 million followers. …
  2. Loren Gray – 34.8 million followers. …
  3. Baby Ariel – 29.8 million followers. …

Worldwide, users spent $6 million tipping their favourite live streamers, a 253 percent year-over-year jump from December 2017’s total of $1.7 million, Sensor Tower estimates. But live streaming is not the default activity on TikTok —

So, if you haven’t been paying attention to TikTok, you may want to get started. At times last year, TikTok even ranked higher than Facebook, Instagram, Snapchat and YouTube.

TikTok enables everyone to be a creator, and encourages users to share their passion and creative expression through their videos.” TikTok largely has a much smaller variety of users, 66% of all of its users are under the age of 30-years-old, with 60% of the app’s monthly users being between 16 and 24.

These videos are at most 60 seconds long and usually have pre-recorded soundtracks over them.

instagram video

Video receives 4X more real estate on the Instagram Explore page, which is a huge advantage when it comes to attracting more engagement indicators.

Recently, Instagram set the record straight, clearing up a ton of rumors about exactly how the Instagram algorithm works.

In 2020, we’ll see Instagram continue its transformation into both an e-commerce platform and a long-form video platform, along with a new focus on conversions through influencer marketing.

What is IGTV?

A personalized feed of long-form (i.e., longer than one minute) videos. The algorithm will include creators you already follow, but also other IG accounts it thinks you should follow.

We will continue to see more video content on Instagram, because video on Instagram is really, really effective at increasing your reach thanks to how it performs on the Explore page. 

But you won’t need to spend thousands on a highly produced video in order to reap the rewards: in 2020, expect to see a lot more video on your feed and stories, but the video will look a lot more authentic and real-time. 

How does the Instagram algorithm actually work? According to Instagram, the most important engagements for feed ranking are comments, likes, reshares, and for video posts, views, which is really helpful to know as you plan your content and captions.

YOUTUBE – Make Your Videos a Key Part of Your Strategy

The top four content categories watched by YouTube users are comedy, music, entertainment/pop culture, and “how to.” So if business shape their content to feed these categories it would make for a predicted good return of investment.

According to Google, in the past 2 years, videos with the word review in the title has much more than 50,000 years of watch time alone on mobile. Again reiterating that reviews and customer testimonials are now more important than ever.

Social proof is bigger more now than ever be. Privacy geeks in marketing decision making, you are not going to enjoy this but welcome to a new world of freedom where love exists and acceptance of each other, this is Gen Z.

What age uses YouTube the most?

81% of 15–25 year-olds in the U.S. use YouTube. YouTube consistently gets more popular the younger the age group you look at. YouTube itself likes to quote a stat from a study it commissioned a few years ago that says on mobile alone it reaches more 18–34 year-olds than any TV network.

With over 126 million unique monthly viewers, YouTube is by far the most popular online video property in the United States. Percentage of U.S. internet users who use YouTube as of 3rd quarter 2019, by age group.

15-25 years 81%
26-35 years 71%
36-45 years 67%
46-55 years 66%


your value on YouTube.

Generation Z characteristics are interesting and specific; Generation Z features avid gamers and music-goers, and they are known for being ever-present messaging, on the internet, on social networks, and on mobile systems—they are truly the digital future. They tend to care about trends, but are also quick to research, by way of reviews.

I would love your thoughts on Generation Z; Tik Tok, IG and YouTube – feel free to comment on this blog post.


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