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Marketing on TikTok: Strategies to Engage the TikTok Generation

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In the world of marketing today, a new generation has emerged—the Gen Z, or “TikTok Generation.” With the youngest entering their teens and the oldest approaching 30, this digitally native, socially conscious group has become a powerful consumer force. Marketing on TikTok offers an exciting way to reach them, but this generation is notoriously hard to engage. However, with the right strategy, you can cut through the noise and create genuine connections that make your brand stand out to these young consumers.

1. Understanding the TikTok Generation

The TikTok generation grew up fully immersed in technology and is considered the first true digital-native audience. For them, social media is more than a content-sharing tool—it’s a lifestyle and a central hub for news, entertainment, learning, and connection. Thus, to reach them effectively, brands need to be present, engaged, and focused on building real connections on these social platforms. Remember, authenticity is key: the TikTok generation wants content that feels genuine and speaks directly to their lives.

With this in mind, let’s explore some strategies that can help brands engage meaningfully with this audience on TikTok and beyond.

2. Leverage Influencer Marketing

Influencers hold a significant place in the hearts of the TikTok generation. From celebrities like Hailey Bieber sparking trends with a single post to micro-influencers with dedicated, niche followings, influencers offer a direct path to Gen Z’s attention. And if a big-name influencer doesn’t fit your budget, micro-influencers are a fantastic alternative; their audiences are often loyal and highly engaged, ready to act on trusted recommendations. The key is finding influencers who align with your brand’s image and giving them creative freedom. While providing basic guidelines can ensure brand alignment, avoid trying to overly control their process. Letting influencers create content in their authentic style builds trust and gives your brand a more relatable, human touch.

 

 

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                                          Hailey Bieber Instagram

3. Prioritize User-Generated Content (UGC)

User-generated content is the heartbeat of TikTok. For the TikTok generation, peer recommendations and real-life stories carry more weight than traditional ads. Encouraging your audience to create UGC through hashtag challenges, Duets, and other interactive features invites them into your brand’s story. For example, campaigns like Coca-Cola’s “Share a Coke” and Starbucks’ “White Cup Contest” show how UGC can generate massive engagement, especially on platforms where algorithms often prioritize this type of content. By creating challenges that are fun and easy to participate in, you’re not only inviting your customers to be part of the brand, but also empowering them to share their experiences, expanding your brand’s reach organically!

Coca-Cola – “Share a Coke”

 

White Cup Contest – Starbucks

Starbucks – “White Cup Contest”

4. Master the Art of Short-Form Storytelling

TikTok is built on the power of bite-sized stories. Think about the last time you picked up your phone—maybe even to read this. How many times did a notification, ad, or the urge of checking another app divert your focus?  Given today’s shortened attention spans, particularly among digital natives, it’s vital to catch your audience’s attention immediately—those first three seconds are crucial. Craft videos that quickly convey emotion, humor, or a unique perspective, and stay in tune with trending sounds, memes, and styles. Here’s a bonus tip: repurposing successful TikTok content on Instagram Reels or YouTube Shorts can extend your reach without the need for additional production time, letting you engage multiple audiences efficiently.

5.Data-Driven Marketing on TikTok

Behind TikTok’s playful exterior lies a powerful repository of analytics that can be leveraged for precision marketing. Tracking engagement rates, shares, and watch time can reveal which content is resonating and help refine your approach. Testing different ad formats—like In-Feed ads, Hashtag Challenges, and Branded Effects—lets you pinpoint what Gen Z finds most engaging. Marketing on Tiktok is all about creativity, making the platform an ideal testing ground for new ideas while also providing clear, measurable insights to guide future campaigns.

Also Read How Creativity and Data Driven Marketing Help Develop Marketing Campaigns

6. Building Community through Engagement

For the TikTok generation, social media is a space for self-expression and community, not just for following brands. Direct interactions—whether responding to comments, engaging in live videos, or creating Duets—show that there’s a human side to your brand. By fostering community and collaboration, you’re not just marketing a product; you’re building genuine connections. You can also collaborate with other brands that share similar audiences, joining forces for campaigns that amplify your message and broaden your reach. In today’s digital landscape, a loyal, invested community will be your brand’s strongest advocates.

Also Read Brand Marketing Strategy: Community and Advocacy

7. Connected TV and Streaming Ads for the TikTok Generation

connected tv image

Let’s step away from social platforms for a moment and explore another often-overlooked channel: Connected TV (CTV). CTV refers to any TV that connects to the internet, allowing users to stream content from platforms like Hulu, Peacock, and Roku. As users continue to migrate from traditional TV to streaming, CTV ads and ads on streaming platforms offer new ways to reach Gen Z. With CTV, brands can blend storytelling with precision targeting, capturing attention on a larger screen and at a time when users are more receptive to content. By pairing TikTok’s creativity with CTV’s focused reach, you can build cross-platform strategies that resonate with the TikTok generation wherever they are.

Marketing on TikTok is about more than just catchy videos. It’s a strategy rooted in authenticity, creativity, and a community-focused approach where your brand’s personality can truly shine. Gone are the days when brands could rely on being at the center of the customer journey; today, the people are. Embracing these shifts and connecting with Gen Z on their terms is essential to staying relevant and influential in today’s market. So, what’s stopping you from taking the leap?

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AI driven strategies

Do You Know Your AIQ? Key AI Marketing Strategy Insights for Every Marketer

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AI is no longer an emerging trend—it’s a core component of advanced AI marketing strategy. But how familiar are you with leveraging AI to optimize your campaigns? Think of your AIQ (Artificial Intelligence Quotient) as a measure of how effectively you incorporate AI into your marketing efforts. 

 

In this article, we’ll explore how you can boost your AIQ by understanding six of the most powerful applications of AI:

Ready to explore your AIQ? These strategies will guide you on your journey!

Key AI Marketing Strategies

 

1. AI-Powered Personalization: Tailoring Experiences for Every Customer

AI personalization strategyAI’s ability to process vast amounts of data in real-time is revolutionizing how brands personalize customer experiences. Particularly, you can leverage AI to analyze user behaviors and preferences, allowing your brand to deliver content that truly resonates with your audience—think of how Spotify curates your music playlists or how Netflix recommends movies. But today’s AI goes further than just product suggestions; it focuses on crafting a unique journey for each customer. Whether you’re sending personalized emails, tailoring website content, or providing individualized offers, AI helps ensure that the right message reaches the right person at just the right time. Have you explored how AI might enhance your personalization strategy and foster stronger connections with your audience?

2. Predictive Analytics: Data That Drives Actionable Insights

AI doesn’t just analyze past behavior—it takes things a step further by predicting future trends and customer actions. With predictive analytics, AI digs into historical data, identifying patterns that help marketers anticipate customer behaviors, like churn rates, buying habits, and product demand. You might think, “Well, predictive analytics has been around for years.” That’s true. What AI does differently is that it really supercharges the process, analyzing millions of data points in just minutes. This leads to faster, more accurate decision-making, giving marketers an edge in optimizing campaigns and strategies. For example, tools like HubSpot’s predictive lead scoring help prioritize high-potential leads, streamlining efforts to focus where it matters most. In this way, instead of relying on manual data analysis, AI now does the heavy lifting for you, making decision-making more efficient.

3. Sentiment Analysis: Measuring Customer Emotions at Scale

To maintain a strong reputation and build lasting trust, understanding how your audience feels about your brand is crucial. That’s where AI-powered sentiment analysis steps in. What is sentiment analysis? It’s the process of using AI to analyze customer feedback, social media activity, reviews, and other textual data to determine the emotional tone behind the words. This gives you actionable insights, allowing you to adjust your messaging and offerings in real-time. For instance, if customers start expressing dissatisfaction with a product or service, AI can flag the trend early, giving your team the opportunity to address issues before they escalate. Ultimately, this ability to read customer emotions on a large scale enables marketers to create a more authentic, customer-first strategy.

4. AI-Driven Ad Optimization: Precision Targeting in Real-Time

Ad campaign strategy

When it comes to optimizing your ad campaigns, it’s no longer just about trial and error. Instead, AI takes the guesswork out of ad targeting and budgeting by making real-time adjustments based on performance data. More specifically, AI-driven platforms tap into data like user behavior, engagement metrics, and demographic information to determine where and when your ads will hit the mark. On top of that, these platforms are always fine-tuning things—adjusting bids, placements, and creative elements—to help you get the most value from your investment. The end result? Smarter spending, higher engagement, and better overall ad performance!

5. Content Creation: The Balance Between AI Automation and Human Creativity

Businesses of all sizes can leverage AI as a supportive tool to enhance content creation—whether it’s generating ideas, producing drafts, spotting trends, or improving SEO strategies. As a result, marketers can shift their focus toward high-level strategies like creative development. However, it’s important to note that while AI streamlines these processes, it’s not without its limitations. For instance, AI can sometimes miss the mark on tone, making content sound impersonal or robotic. Issues like content quality or accuracy can also arise. To avoid these pitfalls and ensure the content feels genuine and aligns with your brand’s voice, human oversight is still crucial. After all, it’s about finding that sweet spot where technology and creativity work hand in hand!

6. Dynamic Pricing: Staying Competitive with AI-Driven Flexibility

AI’s ability to process data in real-time is a game-changer for dynamic pricing strategies that can adapt on the spot. Whether it’s shifts in supply and demand, changes in competitor pricing, or customer buying patterns, AI helps keep your prices competitive while maximizing profits. This is especially useful in e-commerce and retail. For example, if an item isn’t selling well, AI can lower the price in real-time to stimulate sales. This way, you can quickly respond to market trends and optimize your revenue. While AI dynamic pricing offers immense benefits, it’s important to also consider the ethical implications involved. To successfully navigate this future, businesses must prioritize transparency, fairness, and consumer trust. In this way, you can harness AI’s power to not only drive sales but also build lasting customer relationships and achieve long-term brand success!

Boosting Your AIQ for Marketing Success!

AI is fundamentally reshaping marketing, making processes more data-driven, precise, and efficient. By embracing AI marketing strategy—like personalized customer experiences, predictive analytics, sentiment analysis, and dynamic pricing—you can elevate your AIQ and keep your brand ahead of the competition. So, what role does AI play in your current marketing strategy, and what additional steps can you take to amplify its effectiveness?

Also Read Considering The Pros and Cons of Using Artificial Intelligence In Marketing

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What’s Trending in Marketing of June 2024

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Welcome to our June 2024 edition of “What’s Trending,” where we bring you the most relevant marketing trends and insights. Stay informed and ahead of the game with our curated collection of marketing trends and reports in summer 2024.

X Eliminated “Likes”

Social media platform X has removed public “likes.” While users will still be able to see what posts they have liked, and they will be able to see what users liked their posts, they will not be able to look at the posts that other users have liked. Read more.

Airheads’ Underwater Vending Machine

In an effort to have more adults get in pools and enjoy swimming this summer, Airheads invented an Underwater Vending Machine that is the first-of-its-kind. The vending machine’s air propulsion system allows it to dispense candy while it is fully immersed in water. The machine accepts “fun” to pay for the Airheads in lieu of cash. Read more.

Amazon to Quit Using Plastic Air Pillows in Packaging

Amazon has already substituted recycled paper for over 90% of the inflated plastic bags used in their delivery boxes, and intends to cease using them all together by the end of 2024. This switch to using recycled paper will save almost 15 billion plastic air pillows per year. Amazon first tested this swap in Europe in 2022. Read more.

Improving Your Marketing Program

How to Incorporate Email Marketing into B2B Campaigns

Learn how to successfully implement B2B email marketing. These 7 B2B email marketing tips will help you stand out from the competition and generate more leads. Read more.

Ten Ways to Use Google Trends to Increase SEO

Discover the free SEO tool, Google Trends, where marketers can get their finger on the global pulse. Learn 10 ways to utilize Google Trends. Google Trends helps you strategically select keywords, use advanced insights to identify new trends, and much more to increase your SEO. Learn more here.

The Importance of Implementing a Marketing Dashboard

Learn what marketing dashboards are, and why they are so important for tracking, analyzing, and reporting data. Discover the benefits of implementing them, like performance tracking, company-wide communication, and more. Click here to learn more.

Recent Marketing Reports, Updates, and Trends

Content Creation Budgets Increase

10Fold’s report, “The Engagement Equation: How B2B Tech Marketers Are Creating and Delivering Content That Captivates in 2024,” found that 40% of marketing executives intend to create between 3 and 5 times more content than they did in 2023. 48% are releasing content on a daily basis. Additionally, 92% of marketers are publishing more content than they did last year. This increase in content, of course, comes with a budget increase. In 2024, 46% of marketing leaders reported having a content production and distribution budget of $500,000 through $5,000,000. Read more.

Video Marketing

Social media sites like Instagram and X are becoming video-first platforms. Instagram Reels are outperforming other types of content on Instagram. As a result of this, marketers are making videos the highlight of their campaigns. The most popular type of video content is short videos, and marketing videos should be two minutes or shorter. Read More.

Augmented and Virtual Reality

Brands can use augmented and virtual realities to engage with their customers and create immersive brand experiences for them. These technologies can allow consumers to see what a product will look like in their house before they buy it, virtually try on clothes, makeup, and accessories, and more. AR and VR technologies allow marketers to create better customer experiences overall. Read more.

Learn about different forms of indirect marketing strategies

 

 

What’s Trending in Marketing of April 2024

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Step right into our April 2024 edition of “What’s Trending in Marketing,” your portal to the freshest marketing trends and insights. Stay ahead of the curve with our collection of marketing trends and reports for the 2024 year.

Additions in AI Advertisements

Meta, the parent company of Facebook and Instagram, is making it easier for brands to reach consumers with AI-powered tools. They’re introducing new features to personalize advertising campaigns, like creating multiple versions of ads tailored to individual users. Additionally, they’re offering personalized product recommendations based on what users have browsed and liked. These tools are available on both Facebook and Instagram, aiming to make shopping experiences more seamless and impactful. Read more here. 

people on arrow pointing to target

Brands Values and Their Customers

To keep your customers happy, it’s important for your brand to reflect their values. Most shoppers want brands to share their beliefs. Many have stopped buying from companies whose values clash with their own. To stay connected with customers, brands will focus on showing what they stand for. A survey found that nearly half of marketers plan to invest more in creating content that highlights their brand’s values. Only a small minority will decrease their investment. This shows the increasing importance of authenticity and alignment in fostering lasting relationships with customers. Read more here. 

The Rise of Podcasts

Given the surging popularity of podcasts and online audio, marketers are increasingly recognizing the value and potential of these platforms for reaching and engaging with audiences. In a survey conducted on marketing trends for 2024, 82% of marketers expressed their intentions to either increase or maintain their investment in podcasts and audio content. This signifies a strategic shift in marketing strategies. More emphasis is placed on leveraging the power of audio to connect with consumers in meaningful ways. Overall, the continued growth of podcasts and audio content presents an opportunity for marketers to expand their reach and build brand awareness. It also allows them to foster deeper connections with their target audience in the evolving digital landscape. Read more here.

Learning Marketing Trends and Ideas

Interactive Email Marketing Trends

In today’s competitive online marketing scene, you have to stand out. To do this, businesses are turning to interactive email strategies. These interactive emails go beyond traditional text and attachments. They offer engaging features like animated GIFs, navigational menus, integrated forms, rotational banners, and sliders. Not only do these elements add visual appeal, but they also improve the overall user experience. This encourages active engagement and interaction with the brand’s message. Google’s enhanced compatibility ensures seamless viewing across devices, while emerging trends like key frame animation and cinema-graphs add even more excitement. Interactive emails not only catch customers’ attention but also streamline user experience, making them a vital tool in modern marketing strategies. Read more here.

Innovative Video Strategies to Transform Your Senior Living Marketing

Digital technology has revolutionized marketing for senior living communities, offering unprecedented opportunities to engage potential residents and their families. Video content, in particular, is a powerful tool for showcasing the amenities, values, and lifestyle senior living communities offer. As seniors increasingly embrace digital platforms, mastering video marketing is crucial. Videos can tell authentic stories, educate viewers, and provide virtual tours, all of which are essential for attracting and informing prospective residents. Leveraging digital strategies like SEO optimization and YouTube presence enhances the reach and impact of video marketing efforts, allowing communities to connect meaningfully with their audience and foster trust in the decision-making process. Read more here.

How Brands Market To the Different Generations

Generational marketing targets different age groups in order to better meet their unique needs and preferences. Each generation has distinct characteristics that influence their consumer behavior and how they interact with marketing efforts. Baby boomers, for instance, value quality and respond well to email and TV ads, while Generation X prioritizes convenience and brand loyalty, engaging with social media and video content. Millennials seek authenticity and personal connection, favoring social media and influencer marketing, while Generation Z, the youngest segment of consumers, prefers an omnichannel approach and values brand ethics and authenticity. Understanding each generation’s characteristics is crucial for creating marketing strategies tailored to their behaviors and preferences, which allows you to effectively reach and engage with them. Read more here.

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Nano- or Micro-Influencer Marketing

More brands are leaning towards collaborating with nano- and micro-influencers instead of celebrities or big social media stars because they charge lower rates and still generate high engagement. Reports show that marketers prefer working with small-scale influencers, with nano-influencers charging between $5 to $25 for a TikTok post and micro-influencers asking for $25 to $125. These smaller influencers also boast higher engagement rates, meaning their followers are more likely to take action based on their recommendations. To ensure a positive return on investment, it’s crucial to collaborate with influencers whose followers match your target audience. Read more here.

woman using social media

Companies in Partnership Marketing

More brands are teaming up with others in their industry because it helps both parties achieve their goals. This collaboration can involve co-producing webinars, appearing on each other’s podcasts, or sharing each other’s social media content. For instance, Videowise partnered with other brands to promote their ebook. Partnership marketing allows brands to reach more potential customers by tapping into each other’s audience, connect with industry leaders for insights and assistance, and gain access to valuable resources like customer insights and industry data to enhance marketing campaigns. Read more here.

User-Generated Video Content

We’re likely to see more user-generated video content because potential customers trust it more than highly-produced brand videos. These videos, created by real customers who have used the product or service, carry authenticity that resonates with audiences and increases the likelihood of conversion. To encourage customers to share their experiences, brands can ask for honest reviews, host giveaway contests for video testimonials, or collaborate with creators who can provide genuine opinions in exchange for a fee. This approach saves time, money, and effort compared to creating highly-produced videos from scratch. By leveraging user-generated content, brands capitalize on the credibility and relatability that real customer experiences offer. This fosters stronger connections with their audience and drives engagement across digital platforms. Read more here.

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What’s Trending in Marketing For February 2024

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Welcome to our February 2024 edition of “What’s Trending,” where we bring you the most relevant marketing trends and insights. Stay informed and ahead of the game with our collection of marketing trends and reports for the start of the 2024 year.

2024’s Super Bowl

One of the nations traditions is sitting with loved ones and watching the yearly super bowl game. For this year, after a nerve wrecking game for both teams in the super bowl, the Kansas City Chiefs won against the San Francisco 49ers. The intensity of the competition, marked by strategic plays and jaw-dropping moments, truly embodied the spirit of the Super Bowl, leaving the score a very close one to a 25-22. With the amazing half time shows provided from the artists, Usher, Alicia Keys, H.E.R. and more, we can’t forget about the amazing super bowl commercials that everyone waited for. With it being $7 million for a 30-second commercial, some of these brands gave these 30 seconds their all. If you’ve missed any of these commercials and are interested in watching them, click here.

Influencer Marketing and TikTok Shop

Influencer marketing is still one of the top ways for brands to find a way to advertise their products to consumers. TikTok, one of the most famous platforms all around the globe, is not only for Gen Z’s anymore. TikTok creators of all ages, and brands have transformed into a way of marketing and advertising. By sending consistent PR packages to all the creators with higher reaching views, it allows the product to sell more, and the brand to be known. To make the consumers experience even easier, TikTok created something new called “TikTok shop.” This TikTok shop is a way for consumers to easily be able to access a link on the advertisement video they watch, and it’ll immediately direct them to purchase the product from TikTok, instead of having to go on another app and search for the brand and products. This has made it a lot more sufficient and easier for the consumer to make their purchase, as well as the attention is draws to the brand. So, it’s kind of a very clever kill two birds with one stone situation. Read more here.

CarMax’s New Ad Campaign

CarMax started this year off strong with their new ad campaign. Something different, new, and innovative. They took a different approach to empower their car advertisements. Taking the clever approach of keeping in mind the new advertisement trends going around in 2024, CarMax made sure to use those trends sufficiently. Some of these trends include, transparency in consumer experience, empowering car buyers, and most importantly humor in advertising. Read more about these trends here.

 

Click here to learn about 2024’s website colors to enhance your website!

 

Learning Marketing Trends and Ideas

BuildX Conference – Women in Construction 2024

The Madison Area Builders Association, Milwaukee Metropolitan Builders Association, and NARI of Madison are collaborating to organize the BuildX conference, a one-day event focused on empowering women in the construction industry. The session will explore fundamental principles of social media marketing, emphasizing the importance of understanding target demographics, creating compelling content, and building authentic connections with followers. Attendees will gain actionable insights and practical tips to enhance their social media presence, drive engagement, and increase leads. The presentation aims to equip both seasoned marketers and those new to social media for sales with the knowledge and tools to succeed in the competitive digital landscape. Read more here.

Empowering and Transforming Digital Marketing With AI

AI is transforming digital marketing by providing personalized experiences and offering cost-effective solutions. With this new innovative technology, the evolvement of digital marketing in the industry is becoming empowered. To explore with us AI’s impact on digital marketing which includes new tailored content, predictive analysis, automated customer service, enhanced lead generation, and a lot more, click here to read.

Six Cost Effective Marketing Strategies to Grow Your Brand

It is very common for new businesses to steer away from marketing tactics because they think it’s very costly. However, there are plenty cost-effective marketing strategies that will help with your businesses success. A few of these strategies include blogging, mailing lists, online marketing sites, calls to action, press releases, videos, and more. To learn more about these cost effective marketing strategies to help grow your brand further, click here.

If you have missed the top 5 marketing trends for this new year, don’t worry, here’s a summary. With the new Apple vision pro, that brings up many questions about virtual reality in marketing. VR in marketing is turning into a way of saving yourself a trip to go check new furniture for your home, when you can just have a walk through the place through the virtual reality. It is making things more efficient for everyone especially since the reality of our world is digital. Want to learn about more marketing trends you might’ve missed? Click here.

The Best Brands on TikTok

As we have already established, TikTok is becoming the new platform for social media marketing. Brands and businesses have realized that, and are moving their focus on TikTok. A few brands are killing it with their marketing strategies and advertisements on the platform, and here are a few examples to help you take away a few important things from them. Chipotle, The Washington Post, Duolingo, and more, have all found ways to reach the right audience with their tactics. To see what these brands did, click here.

If you’re looking for new b2b marketing trends for the new year, look no more. With everyone finding way to AI in marketing, b2b marketing has found one too. AI helps making b2b digital marketing more efficient and effective. Google came out with several new AI features for Google Ads. To learn more about other platforms helping b2b marketing with AI, click here. 

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