I'm not going to sugar coat this. A lot has been said about millennials and a lot has been said by Generation Z. Many stereotypes deem them lazy, uninspired, and entitled.
But in a world where social media and personal brands matter more than advertising and google AdWords and where we're constantly in a competition for attention, these individuals are succeeding.
If you've managed to brave the internet and get on TikTok, you've seen it. Kids between the ages of 13-18 with 100K+ followers and insane influence. If you are wondering whether this influence translates to any actual money, look no further than Experian, Babbel, and DollarTree, who have been huge investments in TikTok content and advertising.
FashionNova built a 1 billion dollar empire through Instagram influencers (many in the 20-30 demographic), Wish built an 8 billion dollar company on Facebook advertising, and based on recent trends I think TikTok is going to become an empire builder for many brands.
What millennials and Gen Z have over many brands and companies is they are fearless. They are willing to put themselves out there. They create content consistently without a month review process. By the time one piece of your content makes it out they've put out 250+, their followers see them, hear them, engage with them everyday and with this knowledge of how attention works in the 21st century they are able to beat out perfectly thought out, professional and even great content.
Gary V, says this all the time but if you're not building 50+ pieces of content per day you may very well be losing the fight for attention. Perhaps the biggest consequence is this... if you are truly concern for the longevity of your brand the same people that are now 13 year olds on TikTok may in 10,20, 30 years be the people purchasing your product.
Keep up with the times or be left behind is in short the lesson.
"I can already hear it now. That's B2C! It's not going to work for B2B. No real professionals are on platform like TikTok and if they are they are definitely not going to make a purchase there."
I hear you! But, here it comes! It's not about the sale! If all you are thinking about is the sale then you are already losing the battle. Exposure, brand awareness, accessibility and visibility matter! It may very well be that your C-Level executive is not on TikTok but I can guarantee you that their children are, and one faithful day their child is going to invite them to do a video, or show them one, or even as they monitoring their children's use of social media they'll sit and scroll (believe me this is how I got sucked in) and the question is will your business be there or will it be your competitor?