Z like a gen or z like a change? Generation Z’s expectations of advertising content on TikTok

Abstract

As we approach the moment when Generation Z will become a key consumer group, it becomes important for brands to take steps now to attract its attention and address its specific needs in advertising communications. Effectively reaching representatives of this generation requires conscious and authentic communication, as well as abandoning the idealized visions applied to earlier generations. Generation Z is setting new trends and shaping the world of social media, so this generation is best reached by audiovisual content – short videos created on the TikTok platform, which has the potential to become a significant promotional, advertising and sales service. The goal is to understand and identify Generation Z’s expectations of the creation of advertising messages by brands on the TikTok platform, as well as the impact of content on its purchasing decisions.