“If it’s not right for the platform it’s just not right, you can’t force it. Sticking to that will take you a lot further, you can’t be on TikTok just to sell. “You have to invite people onto the platform for the reason they want to be there. “Put yourself back in the consumer’s shoes: you don’t go on your phone to shop, you go on socials to be entertained, to talk – you can’t force people ,” he explained. Joshua Bennai, social media manager at global lifestyle brand Just Hype – which he said grew its TikTok following from 7,000 to half a million in around six months last year – urged brands to consider why users are on the platform in the first place when creating content and planning marketing campaigns. Initially, TikTok sucked in a younger audience, and it had that massive boost during Covid when young people were stuck at home, but you can see the demographics changing now.” John Mooney, global brand creative director at Asos agreed: “You can’t discount the fact that older people are on the platform. Hoare said that his agency have tested the platform at different times of day and found that a range of demographics are engaging with it. Ashley Hoare, head of partnerships at ecommerce agency Superb, said: “Brands should remember it’s not all about young consumers.” However, the panel agreed that it is not just younger people using the platform. It's not so focusing on pushing, as you would tend to find in normal advertising.” “It is such a casual way of promoting products and having a conversation, building community, as well as still sort of chatting about other things. “Talking in terms of sort of Gen Z culture, we're quite savvy and talented when it comes to advertising,” she said. Meg Garner, a digital content creator on TikTok and other social media platforms, told the audience that this means brands should adapt their marketing on the platform, describing what does and does not work when selling to younger consumers. In total, 69% of TikTok users are under 25 and 85% are under 35 years old. Let’s scroll.The panel kicked off by discussing the demographics that can be reached via the platform, users of which skew young: research shows around 27% of TikTok users are between the ages of 13 and 17, and 42% are aged 18-24. And for working up a sweat, Nike and New Balance have got athleisurewear wrapped up – with tech-focused performance wear guaranteed to wick moisture, and make those early-morning runs a breeze. For chill-beating styles, filter by The North Face for iconic puffers in colour-block hues and versatile monochromes. If you're scrolling for trousers and jeans, from on-trend cargos to classic chinos and denim, Pull&Bear delivers – while Jack & Jones’ edit of sneakers and office-ready footwear keeps your kicks on point (think Derbys, brogues and Chelsea boots to finish off the 'fit). *all* those must-have closet essentials – from smart-casj polos to oversized tees and throw-on shirts in tonal hues. Raise your layer game with elevated basics from Only & Sons ft. Level up your off-duty 'fits with ASOS, serving up on-trend menswear and accessories from your fave brands.
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