Most influential ad channels for Gen Z in the U.S. 2021

During a 2021 survey carried out in the United States, 59 percent of female-presenting respondents aged 17 to 23 stated that recommendations from friends and family were most likely to influence their purchasing decisions. While this was the most popular answer given in the survey, 39 percent of respondents also said they were most likely to buy a product after seeing it on TikTok.

Gen Z is fueling social media advertising spending

Gen Z is the first generation to grow up with the internet. This affinity for the online world also has an impact on shopping behavior, as young consumers are likely to search for product recommendations and reviews online and directly purchase items via the internet as well. Social media plays a particularly essential part in this consumer journey, as millions of Gen Zers browse their social media feeds for inspiration and brand discovery each day. In 2021, social media advertising spending in the United States amounted to nearly 49 billion U.S. dollars, and while ads on platforms such as Instagram and TikTok do not focus on Gen Z users exclusively, they are becoming an increasingly appealing target group.

The world of TikTok marketing

TikTok is evolving into a highly attractive advertising destination due to its impressive user base and its focus on short-form video. While some brands have yet to embrace the power of TikTok marketing, others are already leveraging the platform to raise brand awareness, stay up to date with the latest trends, and unlock new audiences. Seeing that Gen Z users represent the largest age group on TikTok, marketers trying to reach young audiences will likely flock to the app in even larger numbers in the future.