TikTok Marketing: Reach Beyond Gen Z

Did you know that TikTok users spend an average of 95 minutes per day on the platform? That’s more than an hour and a half dedicated to short-form video! For businesses looking to expand their reach, understanding TikTok marketing isn’t just an option anymore—it’s a necessity. But where do you even begin?

TikTok’s Massive User Base: Beyond Gen Z

For years, marketers pigeonholed TikTok as “that app for teenagers.” And while Gen Z certainly makes up a significant portion of the user base, the platform’s reach extends far beyond. A Statista report shows that nearly 40% of TikTok users are between the ages of 25 and 44. Think about that: that’s a massive cohort of older millennials and even some Gen Xers scrolling through their “For You” page.

This is huge for marketers. It means that TikTok isn’t just about dance challenges and viral sounds (although those still have their place). It’s a viable platform for reaching a diverse range of demographics with targeted content. We had a client last year, a local law firm specializing in estate planning, that initially dismissed TikTok. They thought their target audience—older adults—wouldn’t be on the platform. But after running a few targeted campaigns featuring informative videos about wills and trusts, they saw a significant increase in inquiries. The key? They created content that resonated with that specific demographic, using clear language and addressing their concerns.

The Power of User-Generated Content

One of the biggest draws of TikTok is its emphasis on authenticity. Users are drawn to content that feels real and relatable, which is why user-generated content (UGC) thrives on the platform. In fact, a IAB report highlights that UGC drives 6.9 times higher engagement than brand-generated content. People trust other people more than they trust brands, and TikTok’s algorithm rewards content that resonates with its users.

This doesn’t mean you should abandon brand-created content altogether. It means you should find ways to incorporate UGC into your TikTok marketing strategy. Run contests that encourage users to create videos featuring your product. Partner with influencers who can authentically showcase your brand to their followers. Share user-generated content on your own page (with permission, of course!). Consider this: a local bakery, Henri’s Bakery & Deli on Andrews Drive, could run a campaign asking users to share their favorite Henri’s treat using a specific hashtag. The best videos could be featured on the bakery’s page, driving engagement and creating a sense of community.

TikTok’s Algorithm: Understanding the “For You” Page

The heart of TikTok’s success lies in its algorithm, which determines what content appears on each user’s “For You” page (FYP). While the exact workings of the algorithm are a closely guarded secret, we know that it takes into account a variety of factors, including user interactions (likes, comments, shares, follows), video information (captions, sounds, hashtags), and device and account settings (language preference, country setting).

What does this mean for marketers? It means that creating high-quality content isn’t enough. You need to optimize your videos for the algorithm. Use relevant hashtags to increase visibility. Create engaging captions that encourage interaction. Use trending sounds to tap into popular trends. And most importantly, experiment! See what works for your audience and adjust your strategy accordingly. I’ve seen brands struggle because they try to force a specific message or aesthetic onto TikTok, instead of adapting to the platform’s unique culture. Don’t be afraid to be playful, creative, and a little bit weird. After all, that’s what TikTok is all about.

Conventional wisdom says that TikTok marketing is all about creating short, snappy ads that grab attention in seconds. While that can be effective, it’s not the only way to succeed on the platform. In fact, I’d argue that relying solely on short-form ads is a mistake. Users are savvy, and they can spot an ad a mile away. They’re more likely to engage with content that provides value, whether it’s entertainment, education, or inspiration.

Debunking the Myth: TikTok is NOT Just for Short-Form Ads

Instead of focusing solely on ads, consider creating organic content that builds a relationship with your audience. Share behind-the-scenes glimpses of your business. Offer helpful tips and advice related to your industry. Participate in relevant trends and challenges. The goal is to become a trusted source of information and entertainment, not just a brand trying to sell something. We recently worked with a real estate agent in Buckhead who started posting videos showcasing different neighborhoods and offering tips for first-time homebuyers. Her videos weren’t explicitly promotional, but they positioned her as an expert in the local market, leading to a significant increase in leads. The key is to think long-term and focus on building a community around your brand.

Case Study: Local Coffee Shop Goes Viral

Let’s look at a hypothetical but realistic case study. “The Daily Grind,” a fictional coffee shop near the Georgia State University campus in downtown Atlanta, wanted to increase its brand awareness and attract more students. They decided to invest in TikTok marketing. Here’s what they did:

• Phase 1: Content Creation (Weeks 1-4): The Daily Grind created a series of videos showcasing their unique coffee drinks, highlighting their cozy atmosphere, and featuring interviews with local artists who displayed their work in the shop. They used trending sounds and relevant hashtags like #AtlantaCoffee, #GSU, and #SupportLocal.
• Phase 2: User Engagement (Weeks 5-8): They ran a contest asking users to create videos showcasing their favorite Daily Grind drink using the hashtag #DailyGrindATL. The winner received a free coffee every day for a month. They also started responding to comments and engaging with other users’ content.
• Phase 3: Influencer Marketing (Weeks 9-12): The Daily Grind partnered with a few local student influencers to create videos promoting the shop. The influencers created authentic content that resonated with their followers, showcasing the shop’s unique atmosphere and delicious coffee.

Results:

• Follower count increased by 300% in 12 weeks.
• Website traffic increased by 50%.
• Foot traffic to the coffee shop increased by 25%.

By focusing on creating engaging content, fostering user engagement, and partnering with influencers, The Daily Grind was able to achieve significant results with their TikTok marketing efforts. It’s a great example of how a small business can use the platform to reach a wider audience and build brand loyalty.

TikTok is more than just a social media platform; it’s a cultural phenomenon. And for businesses that are willing to embrace its unique culture and create authentic content, it offers a powerful opportunity to connect with a diverse and engaged audience. The platform is constantly evolving, with new features and trends emerging all the time. To stay ahead of the curve, it’s important to stay informed about the latest developments and adapt your strategy accordingly. I recommend regularly checking resources from the Nielsen Company for the latest in audience behavior.

If you’re in Atlanta, consider how local advertising options can play into your TikTok strategy.

Forget chasing viral trends blindly. Instead, focus on building genuine connections with your audience through consistent, valuable content. That’s the real secret weapon for TikTok marketing success, and it’s a strategy that will pay off far beyond a fleeting moment in the spotlight.