The last few years witnessed the first-time-internet users joining the social media bandwagon thanks to increasing internet accessibility and availability of adaptable platforms. We are in the times where new rules of engagement are set for Generation ‘Z’. These are the digital consumers who use short-form, are influencer-driven and native and make co-created content. User Generated Content (UGC) has become the new point of entry for first-time-internet users in India leading it to become the highest data consumer in the world.
In India, we see immense opportunity in reaching the Generation Z audience through compelling content that sparks their creativity on TikTok. TikTok is a destination for short-form mobile videos, capturing and presenting the world's creativity, knowledge, and moments that matter on your fingertips. Since its launch in 2017, TikTok has already become a global platform and marked its footprint in over 150 countries and regions, including India.
TikTok’s user generated #Challenges are cited as a revolution bringing the world together on a platform. The innovation that this format has introduced to the market offers the brands a new way to effectively and efficiently communicate and connect with the users.
While creativity and content are keys for an enriched consumer engagement, brands have an opportunity to leverage the phenomenon through numerous ways to enhance consumer reach and engagement.