How to reach younger generations with TikTok tracking

Even if the platform makes no significant updates to the app, TikTok's popularity has only grown in recent years. While users can create entertaining videos or simply consume the content, marketers try to make the most of this social network in various ways. Companies create their own accounts, collaborate with content creators, launch in-app adverts, and now, with the help of YouScan, they can also track and analyze brand mentions. 

Why is it important to listen to customers on TikTok? 

First of all, a huge number of people use this social media platform daily. TikTok claims to have about 80 million monthly active users in the United States only. 

Meanwhile, the distinctive aspect of this network is the audience itself, particularly its age. As of now, 60% of TikTok users are from Generation Z (those born between the mid-to-late 1990s and 2010s). In fact, almost 70 million people in the United States will be part of this generation in the coming years, making it the largest of all. 

Zoomers, also known as Gen Zers, are known for being trendsetters. Getting their attention is critical for any brand, and TikTok is an excellent platform for that. Trends emerge and gain traction quickly here, so marketers must keep an eye on what's going on online and strive to keep up with the relevant tendencies.

How to use TikTok data to its maximum potential?

In our opinion, DTC (direct to consumer) brands can make the most of social listening, and TikTok monitoring in particular. Why? Because they have direct communication with their clients, whether they sell online or in a physical store. Such brands can establish a genuine atmosphere, regulate service, and pay extra attention to each client connection. 

Now, let's see how to do that most effectively.

1. Discover the preferences of the younger generation

Sometimes words are not enough to explain something. On the other hand, images, or videos, are frequently more informative than text. Hence, tracking TikTok mentions, brands can access even more insightful data than before. Analyzing how people mention various products in their videos allows marketers to get the quickest and most extensive understanding of the audience's vibe, interests, and requirements. 

Ikea, for example, has a fairly diverse target demographic. Meanwhile, by tracking TikTok, the company can determine which items, styles, trends, and collections are more appealing to a younger audience, as it now has consumer power that will only grow over time.

2. Analyze brand’s strengths and weaknesses

Apart from entertaining content which privileges on TikTok, users also actively share their daily life and experiences. Often such videos feature different products or services and users' genuine feedback. Hence, marketers can collect product feedback by monitoring social media, including TikTok, to understand what particular features are liked or disliked by their consumers.  

For example, if the packaging is poor, service is too annoying, or the cream smells bad, YouScans' algorithm may recognize it and assign the related aspect to mention. This data can be used by brands to improve their products or services.

For example, a client complains that Peloton repeatedly raises the monthly price, making it ridiculously expensive given the requirement to purchase initial equipment. When we examine the most frequently stated aspects in the overall analytics, it becomes clear that the price is what the brand should focus on; otherwise, it may lose customers.

3. Find brand ambassadors and influencers

With the continued success of TikTok, brands are allocating larger and larger advertising dollars to this source. Nonetheless, it does not always mean targeted ads. Most brands choose to partner with TikTok influencers. One of the primary benefits of such collaborations is higher engagement in comparison to other social media platforms. TikTok users are more open to interacting with content, taking part in various challenges, and so on. As a result, each dollar spent on TikTok can produce more results than other types of advertisements.

But how can you locate influencers for collaborations? YouScan makes it simple to find those who have previously referenced your brand or the monitored topic. It is usually much easier to collaborate with content creators who are already familiar with the product and are more loyal to the brand. In such cases, long-term relationships might bring you a new ambassador as well as a dedicated fanbase.

You can see how often each person mentioned your brand, the number of followers, the overall sentiment, and the total engagement of those posts by browsing the "Authors" area. It's also possible to sort all the authors by mentions, influence, and engagement.

And that's the comparison of engagement in different social media platforms in the Glossier's topic. 

For example, when looking for more engaging authors for Glossier, it turns out that TikTok creators generate more interaction than other bloggers.

We decided to check the top author in terms of engagement. This TikToker has mentioned Glossier twice in her most recent videos: once when she tells what she packs for her next trip and once describes her plans to visit Glossier's offline store (the video received 3.6M views). The second video was about the journey itself, and it showed the interior of the store. After the company has got such a high level of engagement organically, it should definitely consider collaborating with this content creator.

4. Find ideas for marketing campaigns 

TikTok is a perfect place for inspiration. Not only its users but also marketers can search for campaign ideas, design, and consumer insights that can be used in communication. DTC brands, especially those targeting the younger generation, should use this network to look for trends and research what vibe is more appealing to their audience. 

Glossier, for example, managed to win the hearts of zoomers due to its design, aesthetics, and user experience the brand offers. It's no secret that the company places a high value on visual communication inspired by its customers. The primary strategy is to form strong bonds and connections, and the brand employs a variety of approaches to do this. Many social media posts in official accounts, for example, are simply reposts of user-generated content by users who create photos and videos that match the companies' visual concept. This method allows them to spend fewer resources on content generation while still increasing consumer loyalty.

As you can see, TikTok can serve as a source of valuable information if you listen to your customers on social media. 

Do you want to find the TikTok mentions of your brand? Request YouScan's free demo to know what's happening in the youngest social network.