Gen Z is the leading force of searching on TikTok, about 40% of Gen Z search via TikTok.
*It is still limited to Food & Fashion category.
Most people neglect what this could mean because we don’t track things over a long period of time. The behaviour change is going to be significant as time passes. I wanted to demonstrate why so by using the birth rate as an example:
Certain countries take the birth rate very seriously and do all they can to try to boost it. If 100 local primary schools are built and aim to serve a total of 100,000 students in 2022. A 1% reduction in the birth rate of a country would result in only 99,000 primary student enrolments by 2029.
Assuming nothing changes in our consumption pattern, the reduction of 1,000 fewer babies, children, and primary school students will affect the demand for baby milk formula, children’s toys, teachers in schools, non-usage of empty facilities/classrooms and many other things you can think of. (Mind you, a lot of countries’ populations are larger and have more than 100,000 primary students.)
Behaviour change started much earlier, and at a larger scale than most people think.
Restaurant or Fashion Boutique owners: “Do I need to create a Tik Tok account now?”
I think it is good to have, but not absolutely necessary. Ask yourself these questions:
1) Is your main target customer Gen Z, at their current age and spending power?
2) Do you have enough time to create good content to post on Tik Tok?
If you have the capacity, you can try doing it, but don’t let FOMO affect what you do best. The influencer will come to your place and do it for you someday!
