How TikTok can help marketers reach younger consumers

The platform’s lighthearted, short-form content attracts Gen Z users, but just sharing ads from other channels won’t cut it. Here’s advice on embracing its special vibe and grabbing eyeballs.

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One of the fastest-growing social media platforms, TikTok has become the newest driver of cultural trends.

The platform is testing more advertising capabilities, with more brand managers establishing a presence and exploring new opportunities on it.

If you’re a marketer, you’re probably at least considering TikTok as a strategic move to reach the next generation of customers.

Still, just as marketers had a hard time optimizing the popularity of Snapchat, how do brands know whether TikTok is right for them?

First, what is TikTok?

it’s best known for its meme-like, short-form videos (between 15 seconds and a minute long) ranging from lip-syncing to creative content featuring dance, cosplay, comedy and more.

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