TikTok: Appealing to Gen Z and the Video-First Market

Pre-TikTok, dance videos, mini vlogs, and even memes have long been part of social media’s DNA.

With TikTok, we’re seeing a full-circle run: what happens offline in one part of the world gets uploaded online, then gets ‘downloaded’ into everyday life elsewhere. 

Case in point: As of writing, Charli XCX’s album has trickled into Metro Manila’s architecture, with apple green “brat” walls popping up everywhere—“so Julia!”

And the driving force behind it going viral in the country in the first place? The Gen Z. 

This generation doesn’t just consume culture; they transform it into movements! With TikTok as their prime amplifier, they’re changing the “culture” and marketing game at an unprecedented pace, making them the one to watch (and learn about). 

So, keep reading!

TikTok: Why are Gen Zs so obsessed?

Born between the mid-1990s and early 2010s, Gen Z are generally distinguished as “tastemakers”, defining what’s hip and what’s not based on what catches their eye. Being chronically online, their culture-creation begins with making “viral” whatever they feel like. Their successors, Generation Alpha, are also reaping the benefits of this trendmaker mindset and creating their own vocabulary (skibidi toilet, anyone?)

Back to Gen Z, they’re arguably the vast majority of TikTok’s user base. They were either in high school or university when the app took off.

But what made them stay and take it on as the Gen Z app of choice (over, say, Facebook and Instagram)?

• Their feeds are highly personalized. TikTok is better at accommodating their taste preferences and giving them access to like-minded communities (e.g., #BookTok, #BeautyTok), making them stick around longer. 
• Shortform reels are king. Though Facebook and Instagram reels, and YouTube Shorts are catching up, TikTok did it first. The multi-second length preferred on the app is just perfect for a quick dose of entertainment.
• They are able to assimilate to the type of humor that becomes on-trend in their social groups. TikTok presence is almost synonymous to social acceptance at this point.

Content consumers aren’t the only ones favoring ‘the clock app’. Content creators love it, too:

• They don’t have to pay for ads. Their content can get recommended to anyone, regardless of follower count, making it possible for anyone to be discovered, gain virality, and become a trendsetter (fashion style, music discovery, ideologies, everyday purchasing decisions) in a way that feels organic, interactive, and memorable.
• It’s intuitive. Creativity is better suppoprted with built-in features like a basic editing tool, live streaming, duets, trend discovery via hashtags, and free use of an extensive music library without copyright worries. 

So, you can only imagine what brands and figures (who have yet to join) can accomplish with these elements readily at their disposal! 

How can your brand can appeal to the Gen Z market?

1. Champion causes that matter to them–while staying true to your brand.

For Gen Z, it really matters that they “vibe” with your brand–that is, their values and yours are in sync. Think of how companies switch out their uniform logos on social media for rainbow-themed versions during Pride Month, or how restaurants introduce vegan options in their menus (much like Burger King did). These moves aren’t just for the sake of attaining visibility. They’re an efficient maneuver into connecting with an audience that heavily values being seen and heard. With Gen Z being more conscious consumers, this also signals whether they will choose to support your brand or not.

2. Work with voices they know and trust.

A tried-and-tested move many brands are making? Working with Gen Z’s go-to online personalities. This is especially true for influencers who carry a sense of expertise and credibility that naturally extends to the brands they represent. 

Related: The Power of Influence: Influencer Marketing Campaigns We Love

3. Bridge the gap: learn their language!

Keep an eye on internet memes, trending music or soundbytes, and viral jokes to make sure you’re still speaking the Gen Z language. It’s not as alien as you might expect! Learn what buzzwords they understand and appreciate, and cut out the words that don’t resonate with them (“cringe”). As they say, IYKYK!

4. Warm your audiences up to it gradually.

If you’re still testing the waters with adding Gen Z slang and cultural references into your marketing materials, pay attention to how this audience reacts to these cultural “moments” before committing to the bit. Not every viral trend takes off for the right reasons, and the last thing you want is to be associated with something that can potentially backfire. 

It would also be wiser to ease into the process of integrating these slang and memes to ensure you don’t overwhelm your audience with rapid changes, and alienate older segments.

5. Turn to the source for guidance!

When you consult the source directly, you’re potentially unlocking fresh perspectives that can help amp up your strategies and push them into high gear. Bring Gen Z into the fold to better engage Gen Z!

In actuality, many companies have already embraced this via the trend “when the Gen Z intern writes the marketing script” which entails handing younger employees the creative freedom to write scripts, edit, or even direct videos that resonate with their peers. 

A good example? Just look at how Atmosphere Resorts nailed it in their “Not us trying to attract a younger audience” TikTok video, where a staff member (whom commenters have dubbed: “DIVA!”) comically deadpans phrases like “giving main character energy,” “understood the assignment,” and “slay” in their take on the trend.

Local brands that have done it

You have probably seen that viral dance to Sarah Geronimo’s “Maybe This Time” making rounds all over social media. If you’re wondering how it all began (and why the song’s blowing up right now), the credits go to TikTok creator @donotdisturb869, who decided to post his own “interpretative” spin on the ballad, complete with a well-timed kaldag – not knowing it would inspire a whole new trend. 

(For further context: artists license their songs to TikTok ensures their discography is accessible, which in turn has the capacity to open doors: viral moments capable of breathing new life to their tracks or exposure that elevate their career to new heights, much like it did for pop groups “Bini” and “Katseye”.)

Lola Nena, too, went viral with their “RE-AL or FA-KE” video, where a sedan seemingly reverses into a saleslady holding a box of baked goods, only to reveal she was never really there (a clever edit!). With 11.5 million views (as of writing), it’s clear why it landed: the suspenseful “will it or won’t it” induced an irresistible curiosity that got viewers to stick around and wait for answers – and we Filipinos just love a good plot twist! 

Another one is NomNom, a restaurant that has established a cult-like following and clientele based on its skits, oscillating between initially mundane to full-on zany like “The Exorcism of Emily Rose” and “Handling Customer Complaints,” which quenches anyone’s thirst for that quintessentially offbeat Filipino humor. 

And this is all part of TikTok’s magic! 

Seize the moment! 

Sure, trends on TikTok are breakneck fast, and content saturation is at an all-time high, which might be discouraging. But when you understand the overall role Gen Z and TikTok play in informing culture and marketing – you’ll instantly realize: that anything can stick. It’s just down to learning what strikes their fancy and tapping into in-app features and tools for real-time insight that not even traditional can match!

Is your brand video-ready?  Work with NGP-IMC for an audience-centric and data-informed content strategy that wins the TikTok space!