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When it comes to marketing to Gen Z, social media marketing is really important. Gen Z is the first fully connected generation: they’ve grown up with smartphones, the internet, and yes, social media.
They also make up more of the U.S. population than any other generation, which means your brand can’t afford to ignore them.
Gen Z is all over social media, but that doesn’t mean marketing to Gen Z college students on social media is easy.
While ad targeting tools make finding your audience on social media easy, Gen Z is very savvy when it comes to digital marketing. They can tell whether you’re worth their time almost as soon as they see your ad or online profile.
Being seen on social media isn’t the challenge — it’s being heard. Getting Gen Z interested in and engaging with your content can be tough.
That’s where influencer marketing comes in. By partnering with an influencer who boasts a strong online following that aligns with your brand, you have the chance to get Gen Z college students to care about your product (or at least to give you a chance).
And one platform where college influencer marketing is really taking off is TikTok.
TikTok is a social media platform that allows users to post short videos, typically featuring music, dancing, lip syncing, comedy, and other entertaining talents. It’s one of the largest social media networks in the world, and is the most downloaded app of 2020.
TikTok has quickly become the most popular app for Gen Z college students. Given that it isn’t as saturated as Instagram or YouTube (for now), influencers on the platform have been able to grow audiences quickly.
Over 40 TikTok influencers have more than 10 million followers each. But you don’t need a superstar to make a difference.
TikTok is full of micro- and nano-influencers, some with under 1,000 followers. These influencers are easier to access than their more famous peers, and they speak to a very specific niche audience.
These influencers have followers that listen to them. When it comes to a purchasing decision, Gen Z college students are more likely to listen to their peers and social media influencers that are in their age group than to any other form of marketing.
To make the most of influencer marketing to college students, you first need to answer a few questions:
Now that you know your goals and your target audience, you can start looking for influencers that will help you reach that audience and those goals. There are a number of ways to find potential TikTok influencers:
Once you’ve made your wish list of influencers, it’s time to start reaching out with your ideas, goals, and budget.
As you work toward an agreement (made official with a signed contract), consider some of the following tips:
Once you’ve found your influencer, it’s time to start reaping the rewards of the partnership.
Remember your goals you laid out earlier? You need to measure the associated KPIs as your influencer posts content, and make sure you’re hitting the mark.
If the content isn’t performing as well as you’d like, work with the influencer to refine the approach. Try a TikTok Challenge or Duet, or play off a pop culture trend to go viral.
It’s also possible that the influencer you’ve found isn’t the perfect match for your brand, which means it’s time to move on. It could also mean that TikTok isn’t the best platform for your brand, which brings us to our final point.
As powerful as TikTok influencer marketing is for reaching Gen Z, it isn’t the only player in town. Instagram, YouTube, and Facebook are all powerhouses, and they’re all popular with Gen Z.
You may find a lot of value in researching influencer marketing opportunities on these other platforms. Read our guide to wider world of college age influencer marketing >