TikTok and Gen Z: A Match Made in 2021
New research from eMarketer shows that TikTok will surpass Instagram in Gen Z US users by the end of 2021. This research is critical for advertisers looking to make an impact on Gen Zers who are notoriously hard to reach on broadcast TV, and always on the cutting edge of new Social Digital Platforms. Instagram has been the tried and true platform of the past when reaching younger demographics, but research is showing that their user base is aging. However, Debra Aho Williamson from eMarketer also notes that, “Gen Z will still make up nearly three in 10 users on Instagram (28%) this year, so advertisers can still find them on the platform.” In addition, Instagram is still the total leader in overall users in the US. Snapchat is still the reigning champ when it comes to Gen Z users, but TikTok is working hard to close that gap over the projected next 5 years. TikTok’s innovative video platform allows Gen Z to be more creative while also discussing social issues and news. These attributes make the platform incredibly unique and powerful, giving advertisers a new medium to incorporate in the media mix in order to reach this key demographic.
Williamson said, “TikTok has incredibly strong engagement and loyalty among Gen Z. The members of this generation are using it not only to be entertained, but also increasingly to learn about and discuss weightier issues such as climate change, politics and news. Other social platforms also offer such content, but TikTok’s unique video style and aesthetic is strongly appealing to young people.”