New Ideas in Marketing
Essential news for marketers, summarised by YouGov

With the platform being used to raise awareness, it appeals to brands that may want to address similar issues.

The author points out that TikTok has moved the industry into the value-added content era with content on the platform being driven by creators rather than influencers or brands. Taking into consideration Gen Z’s “immunity” to ads, the article notes that this generation will engage with content that personally interests them.

The author adds that younger generations are engaging with societal issues at a “monumentally high rate” on social media. Then, brands looking to take a stand on similar topics can do so on TikTok and also engage Gen Z users.

Additionally, reach and impressions of niche content is better on TikTok as compared to other platforms. To target niche audiences, the article suggests developing hyper-relevant content.

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[7 minute read]

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