TIKTOK: THE CHOICE OF A GENERATION THAT CHOOSES

This time we turn to members of Generation Z, who predict trends, to whom other generations often turn with the comment "ah, that's for young people". Brands need to realize that this is the generation that predicts our future. The generation that predicts and chooses the direction in which the world of advertising is also moving. The one that depends on what we will listen to and what will really be heard. We are talking about a generation of future consumers who are gaining more and more purchasing power. In the time of their fast lifestyle, the contents must be adapted to consciously answer and draw attention to important global issues, but at the same time be presented in an interactive and short way. If brands want to anchor their name in the future, it is imperative that they listen to the demands of the future generation.

Because the well-known TikTok allows quick editing and creation of engaging content, it became the most downloaded application of the year 2020, surpassing all applications under the umbrella of Facebook. The social network of Chinese origin, whose algorithm is not (yet) (over)saturated, brings brands the opportunity to approach their customers in a different way.

However, since anything that seems simple and fast at first glance can turn out to be a double-edged sword, strategic readiness is also key on TikTok. The platform requires high and frequent creation and the kind of content that attracts within the first three seconds of playback. The content must be adapted to young generations, who judge commercial sales intentions more critically than others, so brands must also discover their deeper purpose before using it, which they can present through the aforementioned platform.

Despite the fact that the members of generation X may cringe at the importance we attribute to TikTok, it is good to point out that they too can draw parallels with it to the trends that circulated around the world in the early 1990s and united like-minded people. Trends that used to raise dust, such as the daring fashion ventures of Grace Jones, Prince and Kurt Cobain, are now a constant practice of the #nonbinary TikTok community, which warns that it exists. And that it is time for the wider world to accept it.

Movements that used to reside only on one part of the planet are now spreading faster and stronger. Social networks act like global villages, their rhythm and pace of development dictated by young people, while older generations learn to listen. We cannot predict the outcome of Russian roulette, but we can predict that nothing ends badly if we make decisions with our intuition for a better world.