The UAE's social media landscape is booming, with TikTok leading the charge for Gen Z engagement. But how do you capture their attention on a platform known for fleeting trends and rapid-fire content? We at Flowwow, a global gifting marketplace, share insights on crafting TikTok strategies that resonate with this dynamic audience.
1. Hacking the Algorithm
The specifics of TikTok's algorithm are constantly evolving, but we prioritize a few key elements:
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Visual Appeal: The UAE market values aesthetics and thrives on beauty, so ensure your visuals are stunning, showcasing the vibrant colors and textures that define Emirati culture.
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First Seconds Matter: Attention spans are short on TikTok. Start your videos with a bang – a surprising fact, a relatable question, a hilarious skit. Utilize 'clickbait' techniques ("escape the UAE-heat!") but deliver on the promise. Remember, humor is a universal language, so don't be afraid to inject some lighthearted fun.
Flowwow's UGC content: @sasha_reynolds
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Keep it Short: Gen Z favors short content. We keep videos between 15-40 seconds, optimizing for clip-based thinking and avoiding overlong narratives.
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Hashtag Expertise: Capitalizing on relevant hashtags increases discoverability. We utilize trending hashtags and those specific to the UAE market.
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Inclusivity Through Subtitles: Not everyone watches with sound. We integrate subtitles to ensure inclusivity and maximize viewership.
2. Evoking Emotions, Not Just Likes
We go beyond simply adhering to the algorithm's preferences. Continuous brainstorming, distinct style, innovations, and unique content that stands out from the crowd – these are our guiding principles.
Selling flowers is about celebrating life's special moments. Our videos tap into this by sparking positive emotions – from the joy of receiving a surprise bouquet to the heartwarming sentiment of a birthday gift. We avoid overly promotional content, focusing on stories that resonate with viewers.
For instance, this UGC video by @ginkrook scored 15.4K views. Our client in Dubai received a surprise flower delivery from us, ordered by her sister who recently moved to Kuwait. Our fresh, beautiful blooms brightened her day and served as a heartwarming reminder of their bond. This story exemplifies Flowwow's seamless delivery service, even across international borders, and its ability to create lasting connections through the power of flowers.
Flowwow's emotional UGC content: @ginkrook
3. Embracing Collaborations
Facts and figures are fine, but stories stick. Craft engaging narratives that weave in your product or service. Remember, storytelling is personal. Let your UGC creators share their experiences and emotions, building trust with the audience. Intriguing narrative structures guide viewers past the first few seconds – ads intended to make users curious keep them watching 1.4x longer.
Gen Z responds more positively to the authenticity of UGC compared to staged, polished visuals, especially when partnering with local UGC creators who embody the Emirati spirit. Further solidifying this point, Flowwow's case study demonstrates a 4-5x increase in social media engagement when utilizing UGC content.
Flowwow's UGC content: @callmeshadss
4. Adding Value
Gen Z wants information, but they want it delivered in a way that's fun and engaging. Focus on 'edutainment' – content that educates while entertaining. For instance, during our Peonymania season, we created several videos and posts, sharing diverse tips on enhancing peony experience. People love to share valuable tips, so make sure your content is easily digestible and worth saving. Think 'FOMO' – create a sense of urgency with exclusive tips or limited-time offers.
Example of edutainment on Flowwow’s TikTok
5. Cultivating Long-Term Influencer Partnerships
Building long-term partnerships with influencers offers several advantages. Firstly, it allows them to delve deeper into your brand story and showcase its unique offerings. Secondly, you bypass the unpredictable algorithms of social media platforms. When influencers use your product or service regularly over time, their endorsement feels more genuine and resonates better with their audience. The UAE market presents its own set of nuances, as influencer marketing is still in its early stages here. One of the big advantages of micro-influencers is their high engagement rate thanks to their smaller follower base. The real magic lies in creating our authentic content – live videos directly from Gen Z influencers to their Gen Z audience.
Another benefit of working with micro-influencers is their ability to jump on trends quickly. Since TikTok trends shift about once a week, micro-influencers can adapt easily and stay flexible. This allows you to create trending campaigns with them, unlike bigger influencers who might require scripts and budgets locked in months in advance.
Image Source: Flowwow via Tiktok
We reacted quickly to this then-trending music (above), and the result was 1,945 likes on our growing account!
Communication is key, so prioritize clear and concise interactions to build strong relationships.
Yes, that makes sense grammatically. Here's a slightly refined version for clarity and flow:
Capturing Gen Z's attention on TikTok requires a blend of attractive visuals, authentic storytelling, and strategic collaborations. By leveraging these elements, you can effectively engage your audience, ensuring lasting impact and relevance in the UAE's vibrant social media landscape.
