How to reach women on TikTok
Creative advice for brands who want to understand how women are showing up on TikTok today—and integrate those learnings into effective, impactiful strategies.
If, somehow, you missed the memo: Women are dominating culture right now.
In the past year, they've been at the fore popular media. You may have seen their top-grossing movies, or gone to their record-breaking world tours, or used the popular lingo they created. If you've been on TikTok at all in the past 12 months, you've seen trends like #GirlDinner and #GirlMath all over the place, inspiring thousands of user-generated videos and some very buzzy branding moments from big advertisers.
Women's booming cultural influence is bolstered by the power they hold in the realm of marketing. Most people who monetize their digital content (77%) are women¹ and most female shoppers (67%) rely on creator recommendations before making a purchase.²
In a landscape where women have renewed cultural status and huge influence in marketing, brands will need to rethink their creative approach to reaching women, revisiting how they view them as both consumers and creative partners. Doing so will help them tap into the huge power that women have both as creators and as consumers.
To help our brand partners build a stronger approach to reaching women on TikTok, we put together a report containing creative advice on how to activate, based on four key factors:
Primary research covering user sentiment, ad effectiveness, and creativity.
Industry expertise from a top business leader and a trend-savvy creator.
Creative themes within women's storytelling on TikTok, and how they can impact a brand’s creative approach.
Product info to help ad partners build impactful and strategic campaigns.
Catch a glimpse of the creative themes:
Theme 1: Women's storytelling across generations
Women of all ages are having a bigger impact on the economy than they ever have. TikTok is where they go to connect with each other (and with brands.)
Theme 2: A platform for (self-) discovery
Women find new facets of themselves by stumbling upon new concepts, perspectives, and stories on TikTok. By joining nuanced creator conversations, brands make themselves more discoverable to women.
Theme 3: Changing definitions of "real"
For women on TikTok, "realness" means showing up as they are, regardless of it's lo-fi, premium, cringe, cool, or anything in between. Brands should reevaluate what authenticity looks like for them—especially in the context of marketing to women.
Meet this issue's experts:
Lizzy Bilasano is the VP of Creative Strategy at Whalar, where she leads the Creative Strategy Center of Excellence for the U.S. As a multi-hyphenate creative-turned-marketer, she crafts culturally rich solutions for clients and creators that break the mold of traditional advertising.
Coco Mocoe hosts the podcasts "Ahead of the Curve" and "Share Your Screen," and she accurately predicts trends and identifies talent ahead of their mainstream recognition. Her contributions to the industry include viral marketing advice and comprehensive creator case studies. Coco has been featured in The Hollywood Reporter and the New York Post and has partnered with exciting names in tech, entertainment, and luxury fashion.
Sources
Collabstr, 2023 Influencer Marketing Report, 2023
TikTok Marketing Science Global Creators Drive Commerce Study 2022 conducted by Material