Knowing who you're targeting your content to is a given but Gen Z is the largest generation and holds more purchasing power than ever before. It is now increasingly important not to miss the mark, espeically as they will not forgive you for it.
Gen Zs are digital natives, having grown up surrounded by technology which coincides with the increase in the use of social media platforms for marketing communication.
Unlike Millennials, Gen Z prefers visual communication over text and short-video formats. They also have a need to belong and value authenticity and realness, explaining the shift in their preferences from Instagram to TikTok.
They are more materialistic than other generations, desiring the newest products at faster rates which suggests why 41% of them impulse buy.
So how can marketers utilise this to maximise sales on TikTok?
I conducted a study exploring female Gen Z impulsive purchasing behaviour on TikTok and this is what I found:
1. Type of product
Female Gen Z impulsively buys products that fulfill self-actualisation and self-esteem needs.
Self-actualisation = self-improvement products (gym equipment, supplements etc.)
Self-esteem = confidence boosting products (beauty, skincare etc.)
Invest in promoting these types of products more on TikTok, when targeting this consumer, as they are more likely to be successful and therefore more profitable.
2. Personality Type
Extroverted, Gen Z female TikTokers have higher tendencies to make an impulse purchase from the app than introverts.
Create communications that appeal to Extrovert characteristics, for example:
Extroverts seek entertainment = create entertaining content
Extroverts are materialistic = focus on products with high materialistic value
Consumers with high Agreeableness briefly consider and justify their impulsive purchasing decision.
Articulate reasons to purchase the product/service in the content, for example:
State why the consumer might need to make the purchase
More content coming on this topic soon!
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