Why UK Gen Z Prefers Goods Recommended by TikTok Creators over TikTok Ads

Generation Z customers living in the UK experienced a noticeable change in the ways they purchased goods over the past years. Typically, changes are connected to new innovations introduced in social media sites gaining increasing popularity. TikTok can be mentioned as one of such platforms where it has become very convenient to purchase goods due to the presence of influencer marketing. The blog post is aimed at discussing the reasons why Generation Z prefers goods recommended by creators on TikTok to brand ads.
Since Generation Z was born in the epoch of continuous technological advancement, the members of this generation are used to encountering commercial messages on the internet. They have viewed numerous advertisements in TV channels, on various websites or applications. The exposure to commercial messages leads to developing immunity to them, making it hard to reach consumers by means of advertisements. Even if advertisements are relevant and authentic, they are ignored by young people.
In comparison with traditional advertisement campaigns, influencer marketing has brought much better results when it comes to promoting brands. Influencer marketing helps to become influencers influential and credible people in online communities. The algorithm of the platform is focused on attracting the attention of people and providing them with authentic recommendations on products. Therefore, TikTok Ads can be regarded as inefficient in promoting goods and services.

Why Gen Z Doesn't Respond to Traditional Ads

Notably, there are some advertising approaches in use among brands that are still efficient. Nonetheless, it is important to consider the factors behind the unwillingness of Gen Z to pay any attention to them.

Over-Commercialization

One of the main reasons why consumers ignore promotional efforts of brands can be related to over-commercialization. People of Gen Z are used to encountering numerous commercial messages since childhood; therefore, they are immune to advertisements now.
In particular, Gen Z people perceive promotional videos negatively once they realize the aim of them. People expect videos on TikTok to be entertaining and funny. When watching an ad, people can guess about it very quickly. Although the videos follow the current trends on the platform, they cannot deliver genuine experience to consumers.

Sophistication

The second factor causing indifference of consumers can be their high sophistication in relation to advertisements. Professional creators know how to create impressive videos for companies. Nevertheless, the content produced under the supervision of companies looks not credible to Gen Z people.
While evaluating advertising videos, consumers are able to perceive their artificiality. Meanwhile, content made by creators is less polished than commercials, yet much more appealing to consumers. Influencers show their personal opinions and impressions regarding certain products, which helps to engage in products easily.

Lack of Transparency

Finally, the lack of transparency plays an important role in consumers' preferences. While evaluating products, Gen Z people look for additional sources of information. They do not regard advertisements as a credible source of such information. Instead, young consumers search for independent sources and check whether a product corresponds to their needs.
Therefore, advertising campaigns cannot attract the attention of Gen Z consumers. As a result, brands need some alternative ways of approaching TikTok consumers.

Why Creators Seem to Be Credible to UK Gen Z

It goes without saying that influencer marketing is a good strategy for reaching Gen Z consumers and promoting goods to them. As opposed to brand ads, this marketing technique helps to establish relations with customers.

Relatability

Firstly, relatability plays an important role in building relationships with young consumers. While evaluating creators, Gen Z people note that TikTok creators look like people rather than famous persons or brands. It means that creators produce videos that demonstrate their ordinary lives with common problems. Thus, influencers can attract the attention of young people and become credible for them.
Furthermore, creators are relatable to their followers because they share similar values and interests. Influencers may talk with followers in chat rooms of their profiles, which positively affects the factor under consideration.

Transparency

The second factor contributing to a good influence of creators can be transparency. While communicating with consumers, influencers do not hide their relation to products being sold. Besides, they are ready to discuss all aspects of the product, including its weaknesses. In this respect, the transparency of creators helps to build good relations with Gen Z customers.

How Can Brands Reach Gen Z on TikTok?

Obviously, brand advertisements cannot help promote goods on TikTok. There are some ways to achieve the goal of marketing campaigns successfully. Notably, influencer marketing is considered to be an appropriate technique.

Collaboration with TikTok Creators

The first way in which brands can promote goods on TikTok is collaborating with creators. Under this type of marketing, influencers create videos according to suggestions offered by advertisers. In this case, influencer marketing becomes a convenient technique of promoting brands since it enables influencers to create authentic videos.
Creators use personal opinions in videos and present recommendations for certain goods. Besides, creators follow the aims set by companies and try to promote products as good as they can. Finally, influencers can produce viral videos and attract many users by replicating current trends.

What Are the Benefits of Collaborator Marketing for Brands?

It is crucial to highlight the benefits obtained by brands in collaborating with creators. They can be divided into two groups – higher engagement rates and better conversion rates.

Higher Engagement Rates

Firstly, the collaboration with creators helps to get higher engagement rates. TikTok creators are engaged in discussions with their followers actively. Hence, they receive more likes, comments, and shares, thus attracting more people and receiving more attention from algorithms of the site.
In addition, influencer marketing enables companies to engage their target audience because of relatability of influencers. Being relatable, TikTok creators receive many positive reactions from consumers. This factor contributes to getting higher engagement rates.

Better Conversion Rate

Secondly, TikTok creator marketing also brings better conversion rates to brands. The relationship between influencers and followers enables influencers to affect the opinion of their followers in the right way. Consequently, consumers will want to hear recommendations from influencers about purchasing goods.
Besides, influencers can help to drive traffic from TikTok to websites of brands. Creators place discount codes, links to websites or hashtags to direct customers to websites. This technique enables creators to encourage people to click on links.

Case Study

An example of a successful marketing campaign run by influencers can be discussed as well. The UK-based brand Made.com managed to attract target audiences and sell its products.
The company collaborated with TikTok creators who decorated the interior of apartments by using furniture of Made.com. These videos attracted many people because creators were relatable and trusted. As a result, the brand reached success.

Conclusion

Young people of Gen Z living in the United Kingdom changed their consumption pattern when shopping on TikTok. While consuming goods advertised there, young people tend to choose TikTok influencer marketing instead of brand ads.
Being used to seeing influencers, young people are ready to consume products recommended to them. Thus, they purchase promoted goods frequently. By collaborating with creators, brands are able to promote their products successfully.