dc.description.abstract
The following capstone project proposes a communication plan in the shape of a comprehensive strategic guide that focuses on how to successfully market to Generation Z through short videos on TikTok. This is achieved through a literature review focused on Generation Z, social media marketing and short video marketing as well as through primary research, a benchmark analysis of 20 successful campaigns focused towards Gen Z on TikTok and online interviews with TikTok strategists. The guide is broken up in three easy-to follow sections: campaign pre-production and concept, campaign production and execution, and post campaign launch. In each section there are strategies, tips and tools suggested on how to build the most suitable campaign considering generational characteristics and what works on the platform. The guide begins by stressing the importance of researching the target audience, in this case Gen Z, and also puts forth strategies and tools that guarantee success. Some of the strategies included in the guide are: branded hashtag challenge, branded effect, encourage user generated content, interesting storyline, key influencers, recognizable brand style, original soundtracks, and dynamic and easy motions, among others. The guide also emphasizes the importance of the video format like timing, colors, look and feel, and being entertaining as key factors for a generation that has a short attention span and wants to be entertained at all times. Finally, the guide suggests creating internal benchmarks and evaluating campaigns through SMART objectives to assess its success. By following the proposed strategic guide, brands can expect to create effective campaigns and improve their marketing on TikTok targeted to Gen Z.
