Do I need to be on TikTok to target Gen Z?

Great question — and one I’m going to take a slightly roundabout way to answer. Stick with me.

When we were developing the Build a Ballot campaign ahead of the federal election, we knew that Gen Z and Millennials would make up 50% of the voting population. So, we had to meet them where they were: online.

Reaching Millennials felt relatively straightforward. We knew exactly who could help us extend our reach — the likes of Hannah Ferguson and Gelato Messina. But when it came to Gen Z, one big question lingered…