How to launch experiential campaigns on Twitch and TikTok

Gen Z is flocking to these visual platforms—and bringing their money with them. Here’s what marketers should know about engaging these audiences. Influencers are a vital component.

Ragan Insider Premium Content
Ragan Insider Content

Step aside, Facebook, Instagram and Snapchat.

An increasing number of younger consumers are gravitating to the video streaming service Twitch, which has traditionally catered to gamers, and TikTok, a social media app designed for making and sharing comedy bits, lip-synching clips and more. Marketers, take notice.

Members of Generation Z—especially those 16 to 21 years old—wield major purchasing power, spending about $143 billion each year. However, what’s challenging for marketers is that Gen Z doesn’t buy into traditional advertising methods on television and radio. Marketers have to appeal to their passions: gaming, sports, beauty and culture.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.