Connect with us

Feature/OPED

5 Reasons Why TikTok Ads are Better Than Facebook Ads for Targeting Gen Z Baddies

Published

on

Gen Z Baddies

By Kenneth Horsfall

In the world of digital marketing, staying ahead of the curve is essential, especially when it comes to reaching the ever-elusive Gen Z audience. These tech-savvy individuals, born between the mid-1990s and the early 2010s, have distinct preferences and habits when it comes to consuming content. TikTok, the short-form video platform that has taken the world by storm, has emerged as a powerful advertising medium, particularly when targeting Gen Z.

With TikTok’s meteoric rise in popularity and Facebook’s continued dominance, businesses must make informed choices about where to invest their advertising dollars. This article will explore five compelling reasons why TikTok ads outshine Facebook ads when it comes to effectively targeting Generation Z.

Why Does Gen Z Baddies Love TikTok

The first and most compelling reason why TikTok ads outshine Facebook ads for targeting Gen Z is the platform’s popularity among this demographic. Gen Z gravitates towards TikTok’s short video format and engaging content. TikTok is their go-to app for entertainment, education, and inspiration. According to a 2022 survey by Piper Sandler, TikTok has surpassed Instagram as Gen Z’s preferred social media platform. It’s where they spend a significant portion of their online time, making it a prime location for advertisers looking to make an impact.

Another reason is the Viral Potential in TikTok, TikTok is known for its viral challenges and trends, where user-generated content can quickly gain immense popularity. This viral potential can work to a brand’s advantage when creating TikTok ads. A well-crafted and engaging ad has the potential to go viral, spreading brand awareness far and wide. Facebook, while still a platform with a broad reach, doesn’t have the same propensity for content to go viral in the same way that TikTok

Why Tiktok Ads Are Better Than Facebook Ads For Targeting Gen Z Baddies

Native Content Creation:

TikTok excels in providing a platform that encourages creative expression, and it has seamlessly integrated advertising into its format. Users are accustomed to seeing a wide variety of content, both organic and sponsored, which blurs the line between the two. In contrast, Facebook ads are often perceived as intrusive, disrupting the user experience. TikTok’s seamless blending of advertising within user-generated content ensures that Gen Z viewers are more receptive to the ads they encounter, as they mimic the content they’re already engaging with.

Short and Snappy Content:

TikTok’s videos are typically brief, ranging from 15 to 60 seconds, making them well-suited to Gen Z’s shorter attention spans. Facebook, on the other hand, is inundated with longer-form content that may not be as appealing to this audience. TikTok’s bite-sized videos are more engaging and easier to digest, ensuring that ads capture and maintain the viewer’s attention.

Algorithmic Reach and Discovery

TikTok’s content discovery algorithm is finely tuned to surface content that is relevant to individual users. This means that TikTok ads have a better chance of reaching Gen Z users who are genuinely interested in the product or service being advertised. On Facebook, content is often shown to users based on their network connections, which may not always align with Gen Z’s interests and preferences. TikTok’s algorithm allows brands to target their audience with pinpoint accuracy, ensuring their messages reach the right people.

Creative Opportunities

TikTok offers advertisers a plethora of creative tools and features to craft engaging ad campaigns. From viral challenges and interactive filters to user-generated content campaigns, TikTok’s creative potential is virtually limitless. Gen Z is highly receptive to innovative and fun ad content, and TikTok provides the perfect playground for brands to experiment and connect with their target audience. Facebook, while also offering various ad formats, doesn’t provide the same level of creative freedom and interaction.

Data-Driven Targeting

TikTok’s data-driven targeting capabilities are designed to help advertisers reach their intended audience with precision. The platform’s algorithm considers user behaviour, interests, and demographics to deliver ads to those who are most likely to engage with the content. This ensures that your marketing budget is spent efficiently, and your message reaches the right Gen Z users. Facebook, with its rich user data, also provides targeting options, but TikTok’s algorithm appears to have a more Gen Z-centric approach.

Authentic Influencer Marketing

Influencer marketing is a powerful tool for reaching Gen Z, and TikTok is particularly conducive to this strategy. Many Gen Z users follow and trust their favourite TikTok creators. Brands can collaborate with influencers to create authentic and relatable content that resonates with their target audience. This authenticity is often hard to achieve on Facebook, where users are more accustomed to a mix of personal and professional content.

Conclusion

While Facebook ads remain a valuable advertising channel, TikTok has surged ahead as the go-to platform for targeting Gen Z. Its popularity, native advertising experience, creative opportunities, data-driven targeting, and influencer marketing potential make it a powerful tool for brands looking to connect with the younger generation. As Gen Z continues to shape the consumer landscape, businesses that prioritize TikTok advertising are more likely to succeed in engaging this dynamic and influential demographic.

My name is Kenneth Horsfall and I’m the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. And also, the founder and lead instructor at Kennysoft Film Academy. I can be reached via [email protected]

Click to comment

Leave a Reply

Feature/OPED

The Future of Payments: Key Trends to Watch in 2025

Published

on

Luke Kyohere

By Luke Kyohere

The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:

1. The rise of real-time payments

Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this. 

2. Cashless payments will increase

In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions. 

3. Digital currency will hit mainstream

In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain. 

The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability. 

4. Increased government oversight

As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.

5. Business leaders buy into AI technology

In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk. 

6. Continued AI Adoption in Payments

In payments, the proliferation of AI will continue to improve user experience and increase security.  To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent. 

When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.

7. Rise of Super Apps

To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills. 

8. Business strategy shift

Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble. 

As the payments space evolves,  businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.

Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq

Continue Reading

Feature/OPED

Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections

Published

on

ghana election 2024

In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.

In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.

“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”

The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.

Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.

The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”

The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.

As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.

In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.

“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.

Continue Reading

Feature/OPED

The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms

Published

on

tax reform recommendations

By Kenechukwu Aguolu

The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.

One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.

A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.

In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.

The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.

The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.

Continue Reading

Trending