What Brands Should Learn From Generation Z ?
By: Yasmin Mustafa, Brand Strategy Lead at TikTok MENA
GenZers have shaped an entire generation. They lead trends, break boundaries, have a strong influence on culture and consciously put an effort to stand out and cherish their individuality.
Working at TikTok as a Brand Strategist has changed my outlook on this young, dynamic group of individuals. I’ve learned over time that they are born trendsetters, not afraid to show off their true colours, and most importantly, are not influenced by societal norms and consider normal to be boring. GenZ make up a big part of the TikTok community, and here are some of the lessons brands should learn from them.
Authenticity wins! – Content doesn’t always have to be polished for people to engage with it. The more honest and candid your content is, the more people are likely to connect with it at an emotional level. Being real is the new cultural currency, and brands should embrace that by being the most human version of themselves and give people new ways to discover and engage with your brand on TikTok.
Creativity has no boundaries – TikTok has democratized creativity and shown us that everyone is creative in their own unique way. The freedom and accessibility of creativity made TikTok the birthplace of transition videos, 3D Memes, collaborative art and much more.
The simplicity of the editing tools allowed everyone to become a creator regardless of the number of followers.
TikTok provides a platform for brands to break away from traditional marketing by leaning into their creative side and tailored their content to embrace the platform and the audience.
There’s more to the world than meets the eye – TikTok has opened our eyes to subcultures that we never knew before. From #GameGirl to #MomsofTikTok to #E-Girl – you name it! Everyone has found a home and a community in the TikTok universe. What makes subcultures different on TikTok is their accessibility and low barrier to entry, all thanks to the platform’s content discovery nature.
Brands have the opportunity to tap into existing community passion points and interests without disrupting the conversations happening on the platform and get micro insights about their audience like never before!
Vulnerability is attractive: People don’t have to be perfect, and that’s perfect! The TikTok community show up as their true selves, telling stories of joy, humor, courage and honesty. They don’t shy away from exposing themselves when they make mistakes because, to them, #Flawsome is the new #Awesome.
Brands on TikTok should be bold enough to show their vulnerable side by being open to critique and accept being called out when they make mistakes and own up to them. Brands play a huge role in the TikTok experience when they show up as members of the community.
To sum it all up, we are entering an era of honest and unpolished communication, challenging us to create for purpose and not perfection. I’m up for it, are you?