Born to Be Digital: Marketing to Gen Z

Born to be digital:

Marketing to Gen Z

Your Presenter.
Wiebke Le
ff
ers

Customer Strategist

Falcon.io
Patrick Weinhold

Social Media Lead

ARD aktuell / Tagesschau

GenZ ?
• Generational cohort following Millennial, birth years around 1996 - 2010s.

• Digital Natives. Exposed to internet, social networks and mobile from earliest youth

• Little or no memory of the world as it existed before smartphones.

• Generation that mobilises themselves for a variety of causes.

• Expects brands to lead with values, sustainability, health & support for the common good.
• With access to unlimited resources, they constantly cross-reference and make buying decisions.

• Online and O
ffl
ine purchase. Heavily using SoMe for buying goods.

• Consumption therefore becomes a means of self-expression (ethical, sustainable).

• Social networks have now
fi
rmly overtaken search engines.
Who?
What?

71% of young people buy from a brand speci
fi
cally
because the brand is involved in, supports, or
promotes a social issue or cause they care about.
Source: DoSometing Strategic, Brands Taking Stands report (unpublished) 2020
Is is clear what you stand for as a brand and do you really stand by it?
Gen Z.

Why should I care about GenZ ?
•Most populous generation on earth.

•Stepping into work phase now, ready to spend their money.

•If you are not ready, your business will go down - they are not loyal to businesses.

•Rethink your audience model - they refuse to
fi
t into boxes.

•Word of mouth marketing travels faster than ever.

Do they only
talk or also
walk?

9
NEWS FOR GEN Z | TAGESSCHAU ON TIKTOK

10
NEWS FOR GEN Z | BRAND TAGESSCHAU
THE BRAND: TAGESSCHAU
MANDATE AND STANDARDS
• Germanys’
fl
agship news bran
d

• 10 Mio. TV-viewers every night 8 p.m
.

• Fact-based, reliable, unexcite
d

• Public-service mandate: inform, enable
public for political-decision making

11
TAGESSCHAU REMAINS TAGESSCHAU
EVOLUTION INSTEAD OF NEW SUB-BRAND
NEWS FOR GEN Z | BRAND TAGESSCHAU

12

13
TAGESSCHAU ON TIKTOK
#TheEhrenjan

14

15
643.000
FOLLOWER
14.100.000
LIKES

16
“WHY TIKTOK ?!?“

17
TIKTOK-REACH
STRONG GROWTH

18
62
41
44
25-34
25-34
18-24
13-17
*LARGEST GROUP
OF FOLLOWER
*LARGEST GROUP
OF FOLLOWER
*LARGEST GROUP
OF FOLLOWER
*LARGEST GROUP
OF FOLLOWER
AGE OF TAGESSCHAU-AUDIENCES
EXTREMELY YOUNG PLATFORM

19
GENDER OF TAGESSCHAU-AUDIENCES
EXTREMELY FEMALE PLATFORM

20
GENDER OF TAGESSCHAU-AUDIENCES
EXTREMELY FEMALE PLATFORM

21
We wanted
• to start a very early test on the plattform - to
gain experiences on TikTok itself and new
ways of visual storytelling
• to arouse interest of very young students (U20)
for news and world affairs
• to be a reliable, critical and easily
understandable source for news on TikTok
• to explain political backgrounds and
connections
• to make the brand tagesschau become more
interactive, natural and pleasant on a personal
level
• To pinpoint chances and risks of TikTok for the
tagesschau
MISSION STATEMENT

22
“YOU PROVIDE

NEWS-CONTENT ON TIKTOK ?!?“

23
TAGESSCHAU ON TIKTOK | REACTIONS
DUAL STRATEGY

24
DUAL STRATEGY
• Target group-relevance of topics
• Explainer-Approach: What is it all about?
• Visually attractive, fast pace
• Young, new faces
• Timelessness of clips
• Self-mocking – play with “dusty“ image
• Behind The Scenes-Insights
• Participate in challenges
• No cringe, don‘t break with the image of
well-known news presenters

25
EXPLAINER: COMET NEOWISE
• 1,7 Mio. Views
• 300.000 Likes
• 27.990 Shares

26
EXPLAINER: HONGKONG PROTESTS
• 700.000 Views
• 86.400 Likes
• 2.000 Shares

27
NEWS WITH YOUNG TALENTS
ANNA, ANTJE AND FELIX COMPLETE THE SOCIAL-TEAM

28
BEHIND THE SCENES // RAKERS #CHOICES
• 1,6 Mio. Views
• 97.200 Likes
• 2.300 Shares

29
WE CAN SEE YOU!
• 2 Mio. Views
• 238.400 Likes
• 8.500 Shares

30
INNOVATION LAB
TIKTOK-PRODUCTION-UNIT
• presenter + motion designer + editor
• agile development: importance of
community feedback for further
production
• a new clip every 2-3 days

31
COMMUNITY-COMMENTS

32
LEARNINGS
• NEWS & POLITICS on TikTok can work!
• tagesschau has a humour, that young people share
• Reach of clips differs extremly and is non-transparent
• Community knows traditional TS-anchors & is happy to find them in
TikTok-clips
• Talking heads and shortness help in achieving reach

33
NEWS FOR GEN Z | THANK YOU
TAGESSCHAU | THANK YOU
Patrick Weinhold
Social Media
p.weinhold@tagesschau.de

Born to Be Digital: Marketing to Gen Z

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