Tiktok Viewers Crave Longer Content
Most of Gen Z get their content from Tik Tok, a platform fostering the shortest attention span. Despite this, there's a large community of book enthusiants on the app that call themselves BookTok. This campaign works to help transition those passive scrollers into active readers.
Demographic & Psychographic
-
Gen Z
- Interested in BookTok
- Up to date on the latest trends
Quantity Over Quality
This campaign focuses mainly on emulating pre-existing trends within BookTok and TikTok in general while encouraging users to check out books from the library in person.
​
This video emulates the 'quantity over quality' style of BookTok video, where books are recommended in rapid succession.
^ Example of the trend
© mias.bookcase on TikTok
^ Example of the trend
© redditbookclub on Instagram
r/AITA
This video replicates the 'r/AITA' videos present on TikTok where an outrageous (usually fake) story will be told while unrelated game play is shown in the background as a way to engage the viewer in two different ways simultaneously.
r/NoSleep
The final video replicates the 'r/NoSleep' videos on TikTok. These videos are similar to the r/AITA videos in concept but their execution is generally higher, having videos that match the subject matter better.
^ Example of the trend
© monechetti on Instagram
Overall, the goal of this campaign is to inspire our demographic to put down the phone and pick up a book.
Full comprehensive presentation.