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TikTok has turned to traditional media for its first German TV campaign, recognising the growing variety of demographics on the platform as people seek new at-home entertainment. The campaign aims to demystify the platform, which is perceived as a space predominately for Gen Zers and Alphas. We explore the insights behind this and why TikTok is capturing the attention of the young and old during COVID-19.

The TV spot, ‘This is TikTok’, was created by German agency Dojo, and is being broadcast on ProSieben, RTL, and RTL2. The advert features German TikTok star Loredana and others showing off their talents and filming challenges in a series of fast-moving, short clips. "For everyone who has already seen everything" is the slogan of the campaign, signifying TikTok’s efforts to explain the app to non-users.

“TikTok is a platform with a high experience value,” says Orlina Miller, TikTok Europe marketing manager. “After only half an hour of active usage time on the platform, users can emotionally identify with content on TikTok. This applies to our users of all ages – from 18 to 80 years.”

TikTok ad demystifies the platform for non-Gen Zers
W&V | YouTube (2020) ©

Although TikTok has predominantly been on the screens of trend-driven Gen Zers and Alphas, lockdowns across Europe have seen increased interest from older generations who seek entertainment beyond their go-to social media channels. Older Tiktok users are finding this space suitable for humorous commentary on life at home: from parodies of annoying colleagues on Zoom to supermarket hacks, Gen Y and older are creating their own spaces for relatable content on the platform.

In the midst of the COVID-19 pandemic, TikTok downloads have surpassed two billion worldwide as people look for alternative forms of entertainment to fight boredom and cope with coronavirus-related anxieties. What’s more, considering that 48% of TikTokers were younger than 21 in 2019, brands on TikTok have the opportunity to engage multiple generations at once. For instance, the WHO has launched a TikTok account to help tackle COVID-19 misinformation, while NYX Cosmetics creates viral challenges aimed at all ages.

Luana Sambell is a behavioural analyst at Canvas8. She holds a master's degree in consumer behaviour and is passionate about cultural trends and the latest happenings in retail. Outside of work, you can find her exploring different cultures through food or catching live music whenever possible.


15 May 20
2 min read

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