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A influência do Tiktok no consumo de skincare pelas raparigas da Geração Alpha (10-12 anos)
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Abstract(s)
O TikTok emergiu como uma das plataformas mais influentes entre os jovens, incluindo aqueles que ainda não têm a idade permitida para utilizá-la. As suas características únicas, como o conteúdo rápido e altamente personalizado, graças ao sofisticado algoritmo que utiliza, tornam-na viciante e popular entre a juventude. A Geração Alpha, composta por indivíduos nascidos após 2010, é descrita como global, digital, social, móvel e visual, características que fazem desta uma geração apaixonada pelo TikTok. Adicionalmente, são muitos os jovens que admitem que os social media os encorajam a descobrir novas marcas e produtos. Por sua vez, o segmento de skincare tem atraído um público cada vez mais jovem, com o TikTok a desempenhar um papel crucial na popularização de rotinas de skincare e produtos que frequentemente se tornam virais. O presente estudo visa compreender como o TikTok influencia o consumo de produtos de skincare pela Geração Alpha, focando-se nas raparigas entre os 10 e os 12 anos. Trata-se de uma pesquisa exploratória que utilizou o método qualitativo. Na primeira fase, foram realizadas entrevistas com sete especialistas de áreas relacionadas com o tema de modo a obter insights valiosos e para a realização de um guião mais preciso e aprofundado para as entrevistas às jovens. Na segunda fase, 20 entrevistas foram conduzidas com jovens da Geração Alpha (10-12 anos) para entender a sua relação com o TikTok e as suas rotinas de skincare. Os resultados mostraram um interesse significativo pelo tema do skincare entre as jovens, que utilizam produtos como protetor solar, géis de limpeza, cremes e séruns. As entrevistadas estão cientes das tendências e dos produtos virais no TikTok. Embora nem todas utilizem produtos de skincare, todas assistem a vídeos sobre o tema no TikTok, aumentando a sua consciência e interesse. Apesar de a maioria dos conteúdos serem criados por jovens mais velhas e voltados para peles adultas, as entrevistadas utilizam produtos mais adequados para sua faixa etária, como hidratantes e protetores solares. Conclui-se que o TikTok exerce uma influência considerável em vários aspectos, como o conhecimento e a reputação de marcas e produtos, bem como nas decisões de compra das jovens. As implicações dos resultados sugerem que o TikTok é um canal poderoso para a promoção de produtos de skincare entre a Geração Alpha, o que pode impactar estratégias de marketing e desenvolvimento de produtos adequados para esta faixa etária.
TikTok has emerged as one of the most influential platforms among young people, including those below the age allowed to use it. Its unique features, such as fast and highly personalized content, thanks to the sophisticated algorithm it employs, make it addictive and popular among the youth. Generation Alpha, composed of individuals born after 2010, is described as global, digital, social, mobile, and visual, traits that make this generation passionate about TikTok. Additionally, many young people admit that social media encourages them to discover new brands and products. In turn, the skincare segment has attracted an increasingly younger audience, with TikTok playing a crucial role in popularizing skincare routines and products that often go viral. This study aims to understand how TikTok influences the consumption of skincare products by Generation Alpha, focusing on girls between 10 and 12 years old. It is an exploratory research that employed a qualitative method. In the first phase, interviews were conducted with seven experts in fields related to the topic to gain valuable insights and create a more precise and in-depth guide for interviews with the young participants. In the second phase, 20 interviews were conducted with Generation Alpha girls (10-12 years old) to understand their relationship with TikTok and their skincare routines. The results showed a significant interest in skincare among the girls, who use products like sunscreen, cleansing gels, creams, and serums. The interviewees are aware of trends and viral products on TikTok. Although not all of them use skincare products, they all watch videos on the topic on TikTok, increasing their awareness and interest. Despite most content being created by older girls and aimed at adult skin, the interviewees use products more suitable for their age group, such as moisturizers and sunscreens. In conclusion, TikTok exerts considerable influence on various aspects, such as brand and product awareness and purchase decisions among young girls. The implications of the findings suggest that TikTok is a powerful channel for promoting skincare products to Generation Alpha, which may impact marketing strategies and the development of products suited to this age group.
TikTok has emerged as one of the most influential platforms among young people, including those below the age allowed to use it. Its unique features, such as fast and highly personalized content, thanks to the sophisticated algorithm it employs, make it addictive and popular among the youth. Generation Alpha, composed of individuals born after 2010, is described as global, digital, social, mobile, and visual, traits that make this generation passionate about TikTok. Additionally, many young people admit that social media encourages them to discover new brands and products. In turn, the skincare segment has attracted an increasingly younger audience, with TikTok playing a crucial role in popularizing skincare routines and products that often go viral. This study aims to understand how TikTok influences the consumption of skincare products by Generation Alpha, focusing on girls between 10 and 12 years old. It is an exploratory research that employed a qualitative method. In the first phase, interviews were conducted with seven experts in fields related to the topic to gain valuable insights and create a more precise and in-depth guide for interviews with the young participants. In the second phase, 20 interviews were conducted with Generation Alpha girls (10-12 years old) to understand their relationship with TikTok and their skincare routines. The results showed a significant interest in skincare among the girls, who use products like sunscreen, cleansing gels, creams, and serums. The interviewees are aware of trends and viral products on TikTok. Although not all of them use skincare products, they all watch videos on the topic on TikTok, increasing their awareness and interest. Despite most content being created by older girls and aimed at adult skin, the interviewees use products more suitable for their age group, such as moisturizers and sunscreens. In conclusion, TikTok exerts considerable influence on various aspects, such as brand and product awareness and purchase decisions among young girls. The implications of the findings suggest that TikTok is a powerful channel for promoting skincare products to Generation Alpha, which may impact marketing strategies and the development of products suited to this age group.
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Keywords
TikTok Geração Alpha Skincare Influência Generation Alpha Influence
Citation
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CC License
Without CC licence