Gen Z humor. Gen Z buying habits. Gen Z brand loyalty. Marketers can’t ignore these things when strategizing content, and we’re seeing more and more brands can’t afford to ignore TikTok. Adweek highlights 10 brands that are working TikTok in a way that appeals to Gen Z:
- Chipotle: They understand the consumers’ relationship with their burrito and bowl products, and use TikTok for storytelling.
- NBA: Their strategy is frequently posting exclusive, behind-the-scenes, and live content in the form of short stories.
- AriZona Beverages: C’mon. They have “Z” emphasized in their name and have a nuanced meme game.
- e.l.f. Cosmetics: Always seems ahead of the platform curve making a dedicated Twitch stream, creative TikTok challenges, and original audio.
- Ryanair: Airport culture is a mood and Ryanair uses it for content creation that doesn’t take itself too seriously.
- Maybelline: Queens of UGC, Maybelline has fun with their product marketing and challenges in a way that really engages Gen Zers.
- Aerie: They understand TikTok is all about short-form and real product demonstration.
- Walmart: They have honed in on lifestyle content and funny short-form content on products without getting too specific.
- Crumbl Cookies: Food porn and understanding when trends are no longer trending have done them good.
- Pattern Brands: Like hacks are done by plenty of TikTok creators, so this home improvement brand wanted to do it better.
We’ve seen a good mix of product-first marketing on TikTok but no matter what you do, you have to do it with personality. Check out the full Adweek article for detailed examples of these brands working it for Gen Z.