How to Create Content for Gen Z, According to a TikTok-Influencer-Approved Marketing Agency
Move over, Millennials. There‘s a new kid in town that every marketer is scrambling to reach: Generation Z.
Born between the late 1990s and early 2010s, Gen Z makes up nearly 30% of the global population and will surpass Millennials as the most populous generation this year. As they come of age, Gen Z is becoming a consumer powerhouse, influencing up to $143 billion in household spending.
The problem for brands? Marketing to Gen Z isn‘t easy. This mobile-first cohort has grown up with social media, an on-demand economy, and algorithm-driven feeds. They value individual expression, digital connection, and social activism. Diversity and inclusion are the norm. Brand loyalty is low while BS detectors are high.
In short, Gen Z lives in a different world than generations past. To earn their attention and trust, your content marketing needs to meet them where they are with messaging that speaks their language.
Enter TikTok and the emergence of Gen Z influencer agencies.
The TikTok Takeover
If there‘s one app that defines Gen Z digital culture right now, it‘s TikTok. The short-form video platform has taken the world by storm since its global launch in 2018. TikTok now boasts:
- Over 1 billion monthly active users
- 60% of users are Gen Zers
- An average of 52 minutes per day spent on the app
- 90% of users access it daily
What makes TikTok so sticky for Zoomers? The addictive, never-ending stream of snackable video content from creators all over the world. Everyday users become overnight viral sensations with quirky dances, hilarious skits, and creative storytelling set to trending music clips. It‘s silly, authentic, fast-moving, and highly interactive. In other words, it‘s everything Gen Z loves.
TikTok has become a launchpad for new products, songs, cultural moments and more. The platform‘s top influencers rack up millions of views and likes for each post. Subcultures and aesthetics rise and fall, from #cottagecore to #cleantok to #genzhumor. Even tween-friendly "cinnamon roll" creators are making bank on positivity content.
Naturally, brands want a piece of the action. U.S. TikTok influencer marketing spending is expected to reach $3.1 billion this year, more than Facebook or YouTube. But creating TikToks that actually appeal to Gen Z is easier said than done for brands used to polished, ad-centric content.
Enter the TikTok influencer agency.
The Rise of Gen Z Influencer Incubators
A new crop of marketing agencies has emerged to help brands navigate the wild world of TikTok. But they‘re not your typical talent management firms. These next-gen agencies combine Gen Z insights with hands-on content creation, often by actually living with influencers.
Fanbytes is one such agency leading the charge. Noticing TikTok‘s meteoric Gen Z growth, the UK-based shop launched the world‘s first TikTok creator house in 2020. Dubbed "Bytehouse," the London flat became a place for Fanbytes‘ top Gen Z influencers to hang out, hone their craft, and churn out original content.
The Bytesquad creators, like KT Franklin and Sebbyjon, have amassed over 10 million followers with their playful, personality-driven posts. For brands, it‘s a direct pipeline into Gen Z culture. Bytehouse residents provide real-time insights into youth trends and collaborate on sponsored content that feels native to their TikTok style.
It‘s a formula that‘s proven highly effective. Bytehouse campaigns regularly garner millions of hashtag views and inspire loads of user-generated content. Here are some standout examples:
Idahoan Foods #MashOutloud Challenge
@idahoanfoods Bringing back the ##DontMashOutloud 😂 ##IdahoanMash ##Magic with @nico_bisesi ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey
When the almost-forgotten food brand wanted to revive its instant mashed potato mix, it turned to Fanbytes for a TikTok makeover. The result was the wacky #MashOutloud challenge, which took a vintage Idahoan jingle and turned it into a humorous transformation trend.
Bytesquad creators kicked things off by "mashing" into characters like cowboys, astronauts and 80s rockers in their videos. Soon, thousands of other TikTokers were joining in with their own crazy costumes and interpretations. The #MashOutloud hashtag garnered over 22M views and Idahoan‘s TikTok following grew from 0 to 20K.
What worked:
- Tapping into TikTok‘s love of niche nostalgia
- Centering an easy-to-recreate, open-ended template
- Enlisting creators to get the ball rolling
- Taking an old-school brand in a very unserious direction
Schuh #SchuhShuffle Dance Challenge
@schuh Who else can do the Schuh Shuffle? 👀👟 Show us your moves using ##schuhshuffle ♬ original sound – Schuh
UK footwear retailer Schuh strapped on its dancing shoes to reach Gen Z for back-to-school season. Bytehouse residents choreographed a simple dance routine highlighting Schuh‘s fresh sneaker drops. The resulting #SchuhShuffle challenge racked up over 10 billion views and 160,000 video creations as TikTokers rushed to show off their fancy footwork.
The multi-phased campaign also featured exclusive in-app experiences, like virtual dance lessons with the Bytesquad. Schuh‘s TikTok account gained 60K followers and its limited-edition merchandise sold out within the first week.
What worked:
- Focusing on fun, achievable choreography
- Leveraging multiple touch points, online and off
- Aligning with Gen Z‘s affinity for casual streetwear
- Involving the TikTok community in content creation
Tips for Engaging Gen Z on TikTok
What can other brands learn from ByteHouse‘s TikTok conquests? Here are some proven best practices for creating content that captivates the Gen Z crowd.
1. Embrace lo-fi, unpolished production
Gen Z can sniff out slick, "professional" looking videos from a mile away. To strike the right chord, go for a homespun, DIY aesthetic. Use natural lighting, simple effects, and handheld camera work to lend an air of authenticity.
2. Keep it very short and very snappy
The average TikTok session involves quickly swiping through dozens of 15-60 second clips. Hook viewers immediately with bold visuals, dynamic editing, and a clear premise. Front-load your key messaging and any brand elements.
3. Play into meme and music trends
TikTok thrives on remixing and reinterpreting popular songs, dances, quotes, and jokes. Stay on top of what‘s currently trending and find creative ways to put your brand‘s spin on it, like these examples from Simmons and Crockpot:
[Screenshot of Simmons #snoozzzapalooza TikTok] [Screenshot of Crockpot #slownightclub TikTok]4. Show some personality
Don‘t be afraid to let your brand‘s quirky side shine. Gen Z gravitates to content that blends humor, irreverence, and personal voice. Give an unfiltered behind-the-scenes look at your company culture or have employees bust out their best dance moves.
5. Practice extreme relatability
Create content around the everyday experiences and pain points Gen Z knows all too well. Poke fun at awkward situations, commiserate about #adulting struggles, and champion the underdog. Wendy‘s regularly goes viral with its snarky commentary on timely topics:
[Screenshot of Wendy‘s "Freshman 15 isn‘t adding 15 friends"]6. Uplift diverse voices
67% of Gen Z believe brands have a responsibility to promote diversity and inclusion. Seek out creators and stories from underrepresented communities. Advocate for the causes your audience cares about, from mental health awareness to LGBTQ+ rights. But always strive to uplift, not tokenize or pander.
7. Invite interaction and co-creation
TikTok is a two-way street. Use features like duets, stitches, comment prompts, and branded hashtags to boost engagement. Run contests that challenge users to put their own spin on your content. American Eagle struck gold with its #AExME Back to School challenge:
[Screenshot of American Eagle #AExME challenge stats – 3.6B views, 488K videos]8. Partner with native TikTok creators
Don‘t just slap your ad on a random influencer‘s feed. Work with established TikTokers who know the ins and outs of the app and align with your brand values. Invest in long-term creator partnerships to build trust and credibility with their fan base over time, not just one-off sponsored posts.
Measuring TikTok Marketing Success
Of course, none of these tactics matter if they‘re not driving real business results. But how do you gauge the ROI of your Gen Z TikTok campaigns? Here are some key metrics to watch:
- Views: The number of times your video was watched. Look for patterns around what content formats, topics, sounds, etc. gain the most traction.
- Likes, comments and shares: High engagement signals your content struck a chord. Read the comments to gather qualitative insights into viewer perceptions and sentiment.
- Follower growth: A rising follower count means your brand presence is gaining momentum. Track new follows before, during and after campaigns.
- Unique hashtag views: See how many people watched videos using your branded hashtag. This shows how well your challenge or trend caught on.
- Engagement rate: Divide total engagements by total followers for a given time period. An ER of 5%+ is considered very high on TikTok.
- Click-through rate: Add trackable links to your bio to measure how many viewers are moving to your site or app. Ecommerce brands should also monitor promo code usage.
- Creator-driven ROI: In addition to frontline engagement, look at back-end metrics tied directly to creator content, such as influenced sales, email sign-ups or app downloads.
Besides in-app metrics, brands should gauge brand lift on other channels. A viral TikTok campaign can spur a halo effect of Google searches, press mentions, and social chatter that all contribute to increased brand awareness and favorability.
The Future of Gen Z Marketing
Gen Z is just getting started on their journey as digital pioneers and economic influencers. While TikTok is currently the platform of choice, these content-hungry mobile natives are sure to embrace whatever new video formats and immersive experiences come next.
To stay ahead of the curve, brands will need to continually experiment with fresh creative approaches, led by insights from Gen Z consumers themselves. Engaging, interactive video will remain the gold standard – it‘s forecast to make up 82% of all online traffic by 2022.
As social commerce heats up, expect TikTok and other apps to build more seamless shopping tools directly into content creation. Branded AR filters, live stream events, and virtual pop-up shops will make it even easier for followers to go from inspiration to purchase at the tap of a finger.
Influencer partnerships will also continue to shift from transactional to relational. The most successful brands will build authentic connections with rising TikTok stars, integrating them into larger ambassador programs and omnichannel campaigns. Agencies that offer white-glove influencer care and physical collaboration spaces, like Fanbytes‘ ByteHouse, will become even more valuable.
At the same time, Gen Z will start to age up and enter new life stages. As their needs and attitudes evolve, so too should the content that speaks to them. What flies on TikTok today may feel stale to 20-somethings navigating careers, relationships and major purchases tomorrow. The key is keeping a pulse on the zeitgeist while making a consistent effort to understand your audience as individuals.
Get on Gen Z‘s Level with TikTok
The time is now for brands to go all in on TikTok – while also keeping their strategy flexible for whatever the Gen Z future may hold. It won‘t be easy. But with $150 billion in spending power up for grabs, the investment is more than worth it.
Need an agency partner to help your brand stay on beat with Gen Z? Let‘s talk. Our Bytesquad of Gen Z influencers are ready to make your brand a main character on TikTok.
