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.

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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.

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