If you’re a marketer or business owner in Australia, and you’re in the swimwear industry, it’s time to ride the wave of Gen Z’s favourite social media platform: TikTok! With its rapid growth and immense influence on consumer behaviour, TikTok offers a golden opportunity for growing your business by marketing your swimwear line to the younger generation.
In this blog post, we’ll dive into the specifics of targeting Gen Z on TikTok, exploring their typical profile, the reasons TikTok is a fantastic marketing tool, and providing valuable tips for success.
What’s the Typical Profile of a Gen Z Customer?
Before we embark on our TikTok marketing journey, it’s essential to understand who we’re targeting.
Born between 1997 and 2012, Gen Z makes for a dynamic and diverse generation. They’ve grown up in the digital age, with access to the internet, smartphones, and social media from a very young age, earning the title of “digital natives.”
While experts such as the American generational researcher Jean Twenge believe this may have negatively affected Gen Z’s mental health, there’s no doubt the hyper-connectedness of Gen Z can prove useful for Australian swimwear marketers and business owners.
Here are some key characteristics of Gen Z that can help shape your marketing strategy:
- Gen Z is known for their proficiency in technology. They’re adept at navigating various social media platforms and expect a seamless digital experience.
- Gen Z cares deeply about social and environmental issues. They appreciate brands that take a stand on important matters, with more than half (51%) assuming to seek out brands that are eco-friendly.
- Gen Z values personal expression and authenticity. They’re less likely to follow trends blindly and are drawn to brands that celebrate individuality.
- Gen Z has a shorter attention span, which means your marketing content needs to be concise and engaging. Sure, youngsters can spend hours on end watching the same TV show, but that doesn’t mean they’re actually paying attention! The artist/philosopher Hito Steyerl has defined this as “junktime,” which “happens when information is not power, but lands as pain.”
Why is TikTok So Good for Marketing Swimwear Products?
All swimwear brands are different, but TikTok is the perfect platform for promoting and selling all kinds of swimwear products. For one, TikTok is centred around short videos with music integration, which are great for sharing high-quality swimwear content in a way that’s also cost-effective.
TikTok’s algorithm is also great for Aussie marketers and business owners in the swimwear niche because of its viral potential. The social media platform is designed to help videos go viral, meaning that well-designed campaigns can actually get to millions of users organically (i.e., by the price of nothing). Albeit not free, TikTok advertising is also something Australian marketers and business owners should consider.
Finally, TikTok is awesome for swimwear brands because of its popularity among Gen Z customers. Did you know that a whopping 47.4% of TikTok users are under 30? While people of all ages enjoy going to the beach, it’s safe to assume youngsters are more likely to spend money on more exclusive, unique, or premium swimwear products and services.
Tips for Marketing Your Swimwear Line to Gen Z on TikTok
Now that we understand the Gen Z audience and why TikTok is a great platform for swimwear marketing, let’s dive into some practical tips to make the most of this opportunity:
- Create engaging videos: Craft short, captivating videos showcasing your swimwear in action. Use music, filters, and effects to make your content visually appealing. For your swimwear videos to have the desired effect, learn about the best time to post on TikTok in Australia.
- Collaborate with influencers: Identify TikTok influencers whose style aligns with your brand. Partner with them to create content featuring your swimwear. Influencers can give your brand authenticity and help you reach a wider audience.
- Highlight sustainability: As we’ve seen, Gen Z cares deeply about sustainability. If your swimwear line incorporates eco-friendly materials or practices, highlight this in your content. Be transparent about your efforts to attract eco-conscious consumers.
- Source User-Generated Content (UGC): Encourage your customers to share their experiences with your swimwear on TikTok. Share UGC on your own profile to build trust and community.
- Leverage TikTok challenges: Participate in or create TikTok challenges related to swimwear, like “Best Beach Moments” or “Swimwear Fashion Show.” Challenges can drive UGC and increase brand visibility.
- Engage with comments: Respond to comments and engage with your audience. Building a sense of community and connection can go a long way in attracting and retaining Gen Z customers.
- Pay attention to emerging trends: Keep an eye on trending topics and challenges on TikTok. If there’s a relevant trend, incorporate it into your content to stay current and connect with a broader audience.
What’s Next for TikTok Marketing?
As TikTok continues to grow and evolve, Australian marketers and business owners should stay vigilant for emerging trends and features. For example: TikTok introduced shopping features, allowing users to purchase products directly from the app. This can be a game-changer for swimwear marketers, as it streamlines the path from discovery to purchase.
In conclusion, TikTok is an invaluable tool for marketing your swimwear line to Gen Z in Australia. Understanding your audience and creating content that resonates with them is key. Stay adaptable, collaborate with influencers, be authentic in your approach, and you’ll be riding the TikTok wave to success in no time. Don’t get left behind—dive into the world of TikTok marketing and start making waves with your swimwear brand!
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