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Tips For Creating A TikTok Video Marketing Campaign That Targets Generation Z



By serial entrepreneur Torrey Tayenaka, whose ventures include video marketing agency Sparkhouse, a nonprofit marketing firm and a smart shower.

TikTok has been steadily growing in the past few years and became one of the most downloaded apps of 2019 and the decade. The platform has over 1 billion active users worldwide, most of which are younger generations that enjoy its short-form video content.

For businesses, TikTok offers a wealth of opportunity to market to new audiences and stay on top of trends, no matter the industry. Based on the platform’s research, no one is more engaged on TikTok than Gen Z, and in some markets, Gen Z is driving the off-app purchase on the app.

Understanding Gen Z

Composing over 50% of the population (along with Millennials and other younger generations), Gen Z is estimated to have about $143 billion in spending power, making it a very attractive group for brands.

Generation Z consists of those born between 1997 and 2012. These people are typically digital natives who have grown up on the internet and have been active social media users for most of their lives.

In my experience, they always have access to a device and are constantly connected, making them more technology-dependent and focused on instant gratification than previous generations. Internet access is a basic need, and content should be instantaneously accessible in video or audio.

Understanding that Gen Z consumers have different behaviors, attitudes and values with video can impact marketing strategy and its success. Gen Z values video more than any other media, roughly two-to-one over gaming, music or social.

Of video, Gen Z prefers user-generated content for its relatability over promotional videos. According to a Pew survey from 2021, Gen Z prefers Instagram, Snapchat and TikTok for video viewing. The focus is on short, bite-sized videos with snappy and succinct messages, which connects with a generation that’s used to sifting through tons of content.

Gen Z Marketing Trends

Marketing to Gen Z is about more than selling the lowest price. This generation is value-conscious, but like other consumers, they’re looking for brands that align with their beliefs and values. They also value authenticity in marketing, rather than traditional, overly produced advertising.

Here are some trends for marketing to Gen Z on TikTok:

1. Establish Clear Brand Values And Mission

Gen Z is all about “voting with the dollar” and supporting brands with social responsibility. Here are some causes Gen Z cares about:

• Diversity: 60% of Gen Zers want improved racial and ethnic diversity.

• LGBTQ+: 60% of Gen Zers care about LGBTQ+ rights.

• Social responsibility: 70% of Gen Zers want to purchase from brands they view as ethical.

Clearly, showing your brand’s positive values and clear mission to make a difference in the world holds a lot of value for reaching Gen Z.

2. Show Transparency

Transparency is valuable for not only Gen Z, but modern consumers. If you mess up, take accountability to show that you’re not hiding anything. Brand trust matters and may influence a Gen Zer’s purchasing decision. Your actions need to match your words.

Remember, this generation is used to researching brands and products online (and usually does), so if you’re hiding something, they’ll find out.

3. Be Entertaining

Gen Z grew up with the internet and social media, so they know how to filter through content quickly and find what works for them. The average person has an attention span of about eight seconds, and effective TikTok videos range from merely 15 seconds to 60 seconds. That’s all the time you have to hook them, so be entertaining!

4. Create A Brand Community

According to research from Cigna, Gen Z is the loneliest generation in the U.S. They’re looking for ways to connect, and unlike older generations, they can find valuable connections in the virtual space.

Brand communities are not only beneficial for bringing like-minded people together, but they can do a lot for a brand. A brand community gives your followers a space to feel seen and heard in a unique way, potentially leading them to invite more people to share in the brand experience and impact.

Tips For Creating Marketing Campaigns Gen Z Will Love

1. Show Them Behind-The-Scenes Content

As mentioned, transparency matters to Gen Z. Show them authenticity with behind-the-scenes content about where products come from, how they’re made and how employees view the company.

Highlight employee success stories or do mini “day in the life” documentaries that show the day-to-day of an employee. This celebrates the mundane, which is popular on TikTok, and gives them a glimpse into company culture.

2. Offer Value

The internet has a lot of noise, and Gen Z is adept at sifting through it. You have to provide value to Gen Z to reach them — a simple promotional video doesn’t cut it. Show a product demo video with real-life benefits, host an “ask-me-anything” live video to address questions and concerns, and use customer testimonials or reviews. A discount code or promotional offer is always a powerful tool to show your audience that you’re trying to give them value and benefits.

3. Have Two-Way Conversations

Social media offers endless opportunities for feedback, customer insights and customer engagement. Video marketing can open you up to two-way conversations with Gen Zers to learn what they like and what they want from you.

Read comments and respond as much as possible to show that you care about them as customers. You can also prompt feedback and engagement by asking questions, conducting short surveys or conducting polls. If you want more in-depth insights, host a contest or giveaway for survey completion that includes a discount code, a free sample or early access to a service.

Leverage TikTok To Reach Gen Z

Gen Z can be a tough audience to reach, especially for marketers in different generations. Remember that the key to Gen Z is understanding how the internet shaped their experiences, both as consumers and users, and focus on transparency, value and engagement to resonate with them.

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Identity in the metaverse: Creating a global identity system



With the advent of the metaverse, the need for a global identity system has become apparent. There are many different ways to create an identity in the metaverse, but no single system is universally accepted. 

The challenge is usually two-fold: first, how to create an identity that is accepted by all the different platforms and services in the metaverse, and second, how to keep track of all the different identities a person may have.

There are many proposed solutions to these challenges, but no clear consensus has emerged. Some believe that a single, global identity system is the only way to ensure interoperability between different platforms and services. Others believe that multiple identities are necessary to allow people to maintain their privacy and security.

The debate is ongoing, but it is clear that the need for a global identity system is becoming more urgent as the metaverse continues to grow.


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In this article, we will explore the various options for creating a global identity system in the metaverse. We will discuss the pros and cons of each option, and try to identify the best solution for the future.

Option 1: A single global identity

The simplest solution to the problem of identity in the metaverse is to create a single, global identity system. This would be a centralized system that would be responsible for managing all identities in the metaverse. 

The advantages of this approach are obvious: It would be much easier to keep track of identities, and there would be no need to worry about different platforms and services accepting different identities. In addition, a centralized identity system would allow for better security and privacy controls, as well as the ability to track identity theft and fraud.

However, this approach also has several disadvantages. First, it would be very difficult to create a global identity system that is accepted by everyone. Also, a centralized system would be vulnerable to attack and could be used to track people’s movements and activities. Third, it would be difficult to protect the privacy of users in a centralized system.

Option 2: Multiple identities

Another solution to the problem of identity in the metaverse is to allow each person to have multiple identities. This would mean that each person could have one or more identities that they use for different purposes. 

One of the main advantages of this approach is that it would allow people to maintain their privacy and security. Each person could choose which identity to use for each situation, and they would not have to worry about their entire identity being exposed. In addition, this approach would be more resilient to attack, as it would be much harder to take down multiple identities than a single one.

The limitations of such an approach would be that it could be difficult to keep track of all the different identities, and there would be no guarantee that different platforms and services would accept all of them. In addition, multiple identities could lead to confusion and could make it more difficult for people to build trust with others.

Option 3: A decentralized identity system

A third solution to the problem of identity in the metaverse is to create a decentralized identity system. This would be an identity system that is not controlled by any one centralized authority but rather is distributed among many different nodes. 

This might seem like the ideal approach, since decentralization is a common theme in the metaverse. However, there are still some challenges that need to be overcome. For instance, it would need to be ensured that all the different nodes in the system are properly synchronized and that the system as a whole is secure. In addition, it might be difficult to get people to adopt such a system if they are used to the more traditional centralized approach.

One solution would be to get the nodes in the system to be run by different organizations. This would help to decentralize the system and make it more secure. Another advantage of this approach is that it would allow different organizations to offer their own identity services, which could be more tailored to their needs.

Another would be to incorporate an edge computing solution into the system. This would allow for more decentralized processing of data and could help to improve performance. It would also make the system more resilient to attack since there would be no centralized point of failure.

The best solution for the future of identity in the metaverse is likely to be a combination of these approaches. A centralized system might be necessary to provide a basic level of identity services, but it should be supplemented by a decentralized system that is more secure and resilient. Ultimately, the goal should be to create an identity system that is both easy to use and secure.

The ideal identity standards of the metaverse

Now that we have explored the various options for identity in the metaverse, we can start to identify the ideal standards that should be met by any future global identity system. 

It is no easy task to create a global identity system that meets all of the criteria, but it is important to strive for an ideal solution. After all, the metaverse is still in its early stages, and the decisions made now will have a lasting impact on its future. 

Current iterations of the metaverse have used very traditional approaches to identity, but it is time to start thinking outside the box. The ideal solution will be one that is secure, private, decentralized, and easy to use. It will be a solution that allows people to maintain their privacy while still being able to interact with others in the metaverse. 

Most importantly, it will be a solution that can be accepted and used by everyone. Only then can we hope to create a truly global identity system for the metaverse.

The bottom line on identity in the metaverse

The question of identity in the metaverse is a complex one, but it is an important issue that needs to be addressed. 

The challenges associated with creating an implementation that is secure, private and decentralized are significant, but they are not insurmountable. For one, it will be important to get buy-in from organizations that have a vested interest in the metaverse. These organizations can help to promote and support the adoption of identity standards. 

It is also important to keep in mind that the metaverse is still evolving, and the solution that is ideal today might not be ideal tomorrow. As such, it will be critical to have a flexible identity system that can adapt as the needs of the metaverse change. 

Ultimately, the goal should be to create an identity system that is both easy to use and secure. Only then can we hope to create a truly global identity system for the metaverse.

Daniel Saito is CEO and cofounder of StrongNode

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How to Eliminate Scheduling Inefficiencies in Your Business



What do salons, consultancies, and home service providers all have in common? This question may seem like the prime setup for a joke, but there’s no punchline to look forward…

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Why You Should Start a Business Only While You Have a Job



Opinions expressed by Entrepreneur contributors are their own.

Many people that I meet tell me that they dream of starting their own . I always ask them, “Then why don’t you?” They typically respond by saying that they have so many financial and personal responsibilities, that they can’t just quit their job to start a company, etc. Then I tell them my story …

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Related: How to Use Your Current Job to Start Your Next Business

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