TikTok Dominating Social Media Usage Among Gen Z & Millennials

The writing is on the wall. TikTok dominance across all generations is taking the world by storm and showing no signs of slowing down. It started with the Gen Z and has made its way with millennials, Gen X, and I’ve even seen some baby boomers using the app.

Image of TikTok influencer community

Recently, TikTok announced that it finally reached 1 billion monthly active users. Wow. Also, 47% of TikTok users are between the Gen Z and Millennial age ranges (16-29). However, if you compare this data point to last year (62%), it’s clear that the TikTok users span older generations too, with 42% of users aged 30-49. This means that TikTok is no longer just a platform for Gen Z and younger audiences.

There’s no doubt that TikTok offers something unique that other social media platforms don’t. The short-form, bite-sized video content is highly engaging and addictive. It’s also straightforward to use, making it the perfect app for audiences always on the go, matching Gen Z behaviors.

What’s even more impressive is that TikTok is now the most downloaded app in the world. This is a huge accomplishment, considering innovations from Facebook, Instagram, and Snapchat.

Whether or not you use TikTok, this world dominance is good for the brand ecosystem. It’s causing the other social media platforms to think out of the box, provide unique experiences for their users, and innovate.

Examples of TikTok Campaigns

TikTok is filled with challenges, creative content, and influencers. This is the perfect combination for brands to engage with their audiences in unique ways.

There are plenty of examples of brands using TikTok to reach their target audiences. One example is the “Dunkin’ Donuts Iced Coffee” challenge. This was a brilliant way for Dunkin’ Donuts to get their iced coffee in front of a new audience and generate excitement about their brand.

The challenge involved people taking a sip of their iced coffee and then dunking their heads into a bucket of ice water. It was hilarious to watch, and Dunkin’ Donuts saw a ton of engagement.

Another great example is the “Guess That Song” challenge by Spotify. This was an excellent way for Spotify to show off its extensive music library. The challenge involved people lip-syncing to popular songs and then guessing what the song was.

This was an incredibly creative way for Spotify to get its name out there, and it paid off.

Other random challenges include:

  • Dance Challenge: The dance challenge is one of the most popular types of content on TikTok. Brands can create their dances and get users to film themselves doing them. This is a great way to get users involved with your brand and build awareness.
  • Lip Sync Challenge: The lip sync challenge is another popular type of content on TikTok. This involves users lip-syncing to popular songs and then tagging the brand in the video.
  • Hashtag Challenge: The hashtag challenge is a great way to get users to interact with your brand. Brands can create their hashtags and then get users to use them in their videos.

TikTok is Also Making Waves in Digital Marketing

As a marketer, I was initially skeptical of TikTok. I thought it was just a fad that would eventually go away. I was wrong. Every marketer today is including TikTok in their digital strategy.

TikTok has quickly become one of the most popular marketing platforms in the world. Brands are using TikTok to reach out to their target audiences in fun and engaging ways. A few things make TikTok such an attractive platform for marketers. First, it has a massive user base with over 1 billion active monthly users.

Second, the content on TikTok is highly engaging. This is important because it means that your target audience is more likely to pay attention to your brand’s message.

Lastly, TikTok offers a unique way to reach out to your target audience. Unlike other social media platforms, TikTok allows you to create short-form content that is easy to consume, and the content itself doesn’t need to be highly produced.

From a B2B perspective, TikTok can also be used as a way to humanize your brand. This is important because it allows you to show off your company culture and values in a fun and engaging way. Do a quick search for #DevOps or #AI, and you’ll find some excellent content aimed at B2B audiences. You should consider TikTok in your B2B content strategy.

Michael Brito

Michael Brito is a Digital OG. He’s been building brands online since Al Gore invented the Internet. You can connect with him on LinkedIn or Twitter.