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9/07/2019

TikTok, when a social media platform reveals the creative side of Generation Z

Numerous articles have been written about it and it continues to be among the most popular downloads on Apple App Store ... But what is this application is growing in popularity among Generation Z? What is its secret to release this new form of creativity in the content of adolescents?

“TikTok invents and reinvents itself daily, giving each user the freedom of creative expression that takes precedence over all other social networks."


The application, or rather the social media platform TikTok, is no longer the newbie of social media and influencer marketing. Trusted by the people of Generation Z and possibly Generation Alpha, TikTok is today counting 500 million active users per month, including 4 million french teenagers and pre-teens nicknamed the “Museurs” or “TikTokers.”

Young talents create, release and test their own creativity through 60 seconds videos maximum.


Far from its previous name “Musica.ly” and its contents exclusively focused on music and dancing, TikTok today invents and reinvents itself daily leaving every user with the freedom to express themselves through creative content outstripping every other social media platform as explains Sorayane (@unebriochesauvage) “I like the diversity on this application! Everybody can post and share whatever they want whether it’s singing, drawing, acting, sponsoring, …”

Whether they are alone or in pairs, the “museurs” appropriate or create trends around multiple subjects like humor, cooking, beauty, sports or arts. Videos were mostly presented as challenges around precise hashtags (sometimes initiated either by @TiktokFrance, influencers, or brands). Challenges that encourage the "museurs," like @unebriochesauvage, to push themselves: “It helps me to push my limits because I always try to go above what I can do, be it visually or at the level of effects, so it's a real challenge with which I take pleasure in making creative content. ”
Everything is available for the “museur” to make the most creative video content: music, filters, effects, speed management, or video cuts. For the “museur” Dorian (@mr.transition), the transition king, the “timer” feature is his favorite: “Thanks to this feature, I can take the video from different sides without having to cut the footage myself, which is very useful!”. 

The possibilities are endless for every user and it continues to surprise us! Here in the agency WOÔ, that’s what we are searching for!
First, letting influencers express themselves is essential for us in order to have a successful a campaign. Lastly, because we believe in this new way of making creative content because it offers brands the possibility to grow thanks to new types of influencers.

Exemples:
#ShoeChallenge +238M views
#InMyDenim by @Guess 37.9M views
#Multiclonage 2.2M views in one day




"Young talents who are reinventing the conversation on social MEDIa and do not fail to surprise us."


If TikTok is an essential lever to address GenZ consumers, be careful not to disappoint this generation as they are always in search of authenticity. Your campaign must reflect your brand, but also that of the users!

Here are some tips on how to make creative and successful campaigns:

1- Launch a challenge…

The idea is to create a concept around a hashtag that matches a creative challenge. Beyond the set guidelines, it is necessary to let the museurs/ tiktokers express their own ideas to guarantee innovative and authentic content.
Inclusive and viral, the challenge will give followers and your potential consumers the opportunity to identify naturally with one of your campaigns through their participation while increasing the scope of the action implemented. 

2- Find creative profiles...

Like every other social media, there is the right or wrong TikToker for your campaign. You will find users and creative profiles who will match your brand and your campaign.
By blending the different types of influencers (the influencer pyramid), you can ensure the challenge will be a viral one. The main thing is to look at the engagement of the profiles which is measured on TikTok by “cumulative hearts” and comments left on videos (the number of views being accessible only on the influencer profile).

3- Amplify videos...

This can be done by the creation of a brand account where you engage your community, talk about the news, and create your own challenges.
Brands can also take advantage of filters that can reflect your brand, campaign, and highlights…
Brands can also sponsor a hashtag by putting it on your home page which can establish a trend.

So, are you ready to engage with Generation Z?


_____
Justine Lourenço, Campaign strategist at WOÔ


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