An application that Generation Z is hooked on

While influential millennials are already beginning to assume responsibility in political and social life, Generation Z is also looking for its place in the world. These are young people who were born between 1995 and 2010, and were practically born with smartphones, tablets, and, plasmas. Research shows that they are very independent in their learning, but their main teachers are youtubers. They give the image an advantage over words, their attention extends over an average of eight seconds and have a high capacity for effective multitasking. They are close to entrepreneurship and enter the market as independent and demanding consumers.

And Generation Z in particular is responsible for the success of what is currently the hottest application in the world,  TikTok, which is also successfully penetrating Slovenia. It is a free mobile application based on interactive video sharing and designed to appeal to young people and their way of communicating. The developers of TikTok have gone a few steps further than the competition and, in addition to the usual filters and labels, have developed a number of special effects that allow users to easily customize their videos. In this way, young people create their own recordings or imitate exactly those they like by creating viral content to which they themselves belong. This increases the sense of belonging and involvement in the global community, which explains the extreme popularity of the application.

Maira Genovese, Opinion Leader, CEO and entrepreneur with over 16 years experience in global brand marketing and influencer marketing will discuss the emergence of this highly popular social platform at SEMPL. She will tell more about their groundbreaking approach to social media, generational change in social networks, and why and how brands need to activate campaigns on TikTok.