Over the coming year, millennials and GenZers are expected to inherit $68 trillion, the greatest generational wealth transfer of all time. To capture the opportunity in that transfer, many marketers are hell-bent on figuring out how best to engage with these younger crowds.

When it comes to GenZ, the attention they give video-based social media networks like TikTok cannot be ignored.

For those of you who haven’t heard, TikTok is a China-based app for real people expressing themselves by creating authentic, in-the-moment video content. It allows users to edit video, add audio and graphics, then share submissions all in the same platform.

TikTok has 100 million active users in the United States. These users are overwhelmingly young, the largest segment (60%) of whom are between ages 16 and 24. The average user spends 52 minutes a day on TikTok (compared to 38 on Facebook) and opens the app an average of 8 times a day!

If you don’t want to miss this boat, maybe it’s time to consider a TikTok presence for your brand. Here are some tips:

• Start with an organic presence before you consider advertising.
• You don’t need followers for your TikTok videos to be seen, as TikTok will automatically deliver your content to users who have shown interest in your content’s topic.
• Consider a brand ambassador who is actually the age of the GenZers you’re trying to connect with.
• Consider joining challenges linked by hashtags. For instance, the hashtag #howthingswork is a popular one that has been used by brands and influencers to increase views.
• Keep it brief – TikTok videos are ultra-short, 60 seconds or less. If you need to create a longer video, break it up into parts, keeping the viewers coming back for more by leaving them with a “cliff hanger.”
• Try to fall into one of these categories: cool, sexy, or funny. (Side note: Even if you’re a more formal brand, you better get comfortable NOT being serious if you’re going to be on TikTok.)
• Teach something worthwhile – just because the style of this sharing can be goofy and casual doesn’t mean you can’t still provide helpful information. Tutorials, how-to’s are also very popular here.
• Learn the lingo first – Get to know the TikTok environment and its in-jokes first before creating any of your own content. It’s worth the extra step.

Of course, opinions vary on the urgency to chase after the new “social media network of the week,” and there will always be a debate about which network that really is. But the truth to remember is that people will engage with brands on platforms that they are comfortable in. Find the data to prove what platform your target audience is using consistently, and you’ll have your answer on where you should be next.