Gen Z Ladies Spend More Than Time on TikTok
December 06, 2023
1 min 26 sec read
If your target market is Gen Z women, TikTok might be a good bet for spending your advertising dollars. TikTok has a dangerous ability to convince Gen Z ladies to adopt trends and spend money. Statistics show 75% of Gen Z women use TikTok
, compared to 62% of Gen Z dudes.
That means that the Gen Z ladies are behind the wheel in driving the trends on TikTok, but there's some concern this is misleading (and dangerous).
The more time users spend on the app, the more it pushes connection to influencers who create "aspirational content" that resonates with their viewers and maybe pushes them to unrealistic spending habits.
Many influencers post videos showing recent "purchases," typically from specific brands. This is a misrepresentation because, although influencers are usually in the same age bracket as their audience, many are earning a pretty good income from the platform, deals they make with brands, and free products they regularly get.
Essentially, they are not spending as much money as it seems, yet they are influencing others to spend, spend, spend.
Some experts worry this could lead to financial troubles for young Gen Z women as they take the advice of online influencers who make spending loads of money look like a walk in the park.
Many experts have called TikTok Gen Z's version of "Keeping Up with the Joneses" and see it as a very real threat.
"TikTok is a Gen Z women-centric app, and it is setting the tone and the narrative for what is 'hot' online," said Ellyn Briggs, a brands analyst at Morning Consult.
Other experts remind young women they know nothing about the influencers they see online, how much money they have, or how they support their lifestyles. Private companies often sponsor them to encourage others to buy products.
In this "age of the influencer," some smoke and mirrors are at play. What you see online isn't always what you get, but it can influence what happens with your money.
The best advice, of course, is to be realistic and not overspend, no matter what you see on the internet.
Let your bank account influence your spending habits.
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