Attract More Gen Z Buyers: 4 TikTok Tips for eCommerce Brands

Updated: March 12, 2024


Published: March 11, 2024


9 mins read

TikTok has taken the social media world by storm and transformed how brands use it to engage potential buyers, especially those in Gen Z (born late 1990s through early 2010s).

With 61% of Gen Z in the US using it at least once a month and 68% willing to purchase on the platform, TikTok is an undeniably influential and potentially lucrative channel that brands can’t afford to ignore.

So, how can eCommerce merchants capture Gen Z's attention and drive more sales? Read on to find four essential TikTok best practices that can help you engage Gen Z and boost sales through TikTok Shop, the app's integrated eCommerce solution for direct product sales.

1. Learn how to decode TikTok’s algorithm

TikTok’s algorithm continuously evolves, so knowing what will resonate with Gen Z and what the algorithm rewards will help you tailor your content effectively.

Know your audience signals

  • Demographics: Understand the age, gender, and location of your target audience to create content that resonates with them.
  • Interests and behaviors: Dive deep into your Gen Z audience's interests, preferences, and behaviors to craft content that captures their attention.
  • Trending topics: Stay up-to-date with the latest trends and hashtags that are catching on with Gen Z users to capitalize on TikTok's ever-evolving landscape.

Refine your profile

  • Reflect brand identity: Ensure your TikTok profile represents your brand's identity and values. For example, use a clear profile picture and bio to convey your brand message effectively to Gen Z users.
  • Use relevant keywords: Incorporate keywords and hashtags in your profile description to enhance discoverability.

Experiment with content formats

  • Diversify content: Try different content formats, like educational, entertaining, inspirational, or promotional content, to see what resonates with your audience.
  • Monitor engagement: Regularly analyze engagement metrics to understand what’s working well and what’s not.

As you create content to attract more potential Gen Z buyers, stay current on the latest algorithm changes and remain flexible and adaptable with your approach.

2. Create compelling TikTok content Gen Z will love

Proven TikTok best practices can help you craft content that resonates with Gen Z and drive sales on TikTok Shop.

Craft authentic and engaging content

Emphasize real connections and relatable storytelling to resonate with Gen Z. To engage viewers, incorporate humor, relatability, or surprise elements, and focus on authenticity and emotional connections to align your content with Gen Z's values and aspirations.


She asks me if I can cook, I’m gonna show her this

♬ original sound - Doritos

Doritos tapped into Gen Z’s likeliness to date and love for snacks by humorously showing viewers how to make a meal.

Stay current on trends, topics, challenges, and trending products that influence Gen Z, and research and use relevant hashtags that resonate with them. Then, put your unique spin on trends to demonstrate your creativity and capture their attention.

Build brand recognition and engagement

To build brand recognition and trust, keep your branding and voice consistent. Capture interest with a unique content style that resonates with Gen Z's love for authenticity and creativity. Regularly engaging with your audience through interactive content can also help you foster a sense of community and connection.

Craft engaging content with actionable CTAs

When creating content, aim to entertain Gen Z while nudging them to take action, like learning more about products in your in-app shop. Incorporate compelling calls-to-action (CTAs) directly in your videos and encourage viewers to explore, shop, or learn more. Use engaging storytelling and visuals to captivate and motivate your audience.

Offer exclusive discounts or promotions

Attract TikTok users with exclusive discounts or limited-time deals that lead them to your shop's products. Create promotions specifically for TikTok that spur action, and feature these offers in your content to boost urgency and click-through rates.

Use TikTok ads

Craft targeted campaigns through TikTok’s ad platform to ensure your messages resonate with your desired audience. Capture viewer attention with compelling visuals and messaging and prompt clicks that lead to your products.

Post frequently and strategically

Maintain a consistent posting schedule to keep your brand visible and top-of-mind with your audience. Mix up the type of content you publish to cater to different interests and preferences and analyze the performance of it using metrics like views, likes, and comments.

Optimize landing pages for TikTok traffic

While your content helps you drive sales on TikTok Shop, an awareness boost may also increase traffic to your website. Ensure your landing pages are welcoming and user-friendly for TikTok visitors, with clear visuals, concise messaging, and easy navigation for seamless conversions.

By focusing on real connections, tapping into trends, and maintaining authenticity, you can create content that sparks real engagement and drives sales—especially with TikTok Shop's features like in-feed videos, LIVES, and the Showcase tab.

3. Use TikTok's best practices and tools to build a loyal following 

Cultivate a loyal following on TikTok to boost brand awareness and attract new buyers using strategies that resonate with Gen Z.

Optimize your content for discoverability and engagement

  • Use relevant hashtags and keywords strategically to enhance your content's discoverability among Gen Z users, who heavily rely on these for content discovery.
  • Fine-tune your video captions and descriptions to provide context, captivate interest, and cater to Gen Z's short attention spans.
  • Respond to comments and engage with user-generated content to create a sense of belonging and community among your audience.

Form strategic partnerships and collaborations

  • Team up with influencers or content creators whose audiences align with your target market to expand your reach and enhance your brand’s credibility among Gen Z TikTok users.
  • Host joint campaigns or challenges to cross-promote content and attract new followers.
  • Partner with complementary brands to reach a wider audience, maximize brand exposure, and create relevance in the eyes of your target audience.
  • Explore whitelisted ad campaigns with creators who will organically endorse your products to their audiences and drive traffic to your shop’s products.
@joeyklaasen My dorm lookin fire now 😝🔥 Thanks Kroger! #transformurdorm #ad #foryou #trend ♬ original sound - Joey Klaasen

Kroger teamed up with TikTok influencer @joeyklaasen for its #TransformUrDorm challenge.

Use TikTok Shop’s shoppable features and encourage user-generated content

  • Take advantage of TikTok Shop’s exclusive shoppable features—like in-feed shoppable videos, LIVE shopping, in-app shop pages, TikTok’s Shop tab, and video shopping ads—to seamlessly drive product discovery, sell products directly, and facilitate frictionless shopping experiences for Gen Z users.
  • Integrate Product Showcases directly within your TikTok content to boost engagement and prompt purchase decisions among your audience.
  • Build brand loyalty by encouraging user-generated content and co-creation, tapping into Gen Z's desire for authentic and participatory brand experiences.

With these strategies, you can begin to build an engaged following and drive growth for your brand.

Explore the ultimate merchant’s guide and earn everything you need to know about how to start selling on TikTok Shop

4. Measure your success on TikTok

Measure the success of your TikTok marketing efforts to understand what's working and where there's room for improvement. 

Engagement metrics

Use engagement metrics to assess the effectiveness of your content in capturing and retaining your audience’s attention.

Monitor key engagement metrics like video views, likes, comments, shares, and follower growth to gauge audience interaction and interest, especially among Gen Z. 

Conversion metrics

Conversion metrics provide insights into how well your content drives actions like website visits and purchases, especially among Gen Z active users on TikTok.

Track conversion-related metrics like click-through rate (CTR), conversion rate (CVR), cost per click (CPC), total orders, and revenue to evaluate the effectiveness of your TikTok advertising campaigns. 

Brand awareness

Brand awareness metrics help you understand how many people are exposed to your brand message and content, contributing to brand recognition and recall among Gen Z.

Measure metrics like reach, impressions, and content views to evaluate the impact of your content on a broader audience, including Gen Z users.

Return on investment (ROI)

ROI analysis enables you to understand the financial impact of your TikTok advertising efforts, including how effectively you’re using your budget to reach and engage with Gen Z audiences.

Evaluate the ROI of your TikTok ad campaigns to assess the profitability and effectiveness of your marketing costs.

Continuous analysis and experimentation

Experimentation allows you to adapt to changing trends and preferences among Gen Z users and ensure your TikTok content remains relevant and engaging over time.

Continually analyze the performance of your content and advertising efforts and use insights to refine your strategy.

With these tips, you can gain valuable insights into the effectiveness of your TikTok marketing efforts and make data-driven decisions to refine your strategy.

Why TikTok Shop must be part of your eCommerce strategy

Engage Gen Z audiences effectively and capture more potential buyers by integrating TikTok Shop and these best practices into your omnichannel marketing strategy

To tap into TikTok’s explosive traffic, craft compelling content, nurture community engagement, make the most of TikTok Shop’s shoppable features, analyze your performance, and fine-tune your efforts. 

With TikTok Shop, you're not just selling products. You're building genuine connections with potential buyers—as you would across any other marketing channel—that can help you drive even more awareness and revenue for your brand. 

Want to attract new Gen Z buyers on TikTok Shop? Learn how AfterShip Feed helps merchants protect revenue and make order fulfillment hassle-free.

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