If you think TikTok is just another playground for Gen Z, you’re right. Once upon a time, this app was known as a hotspot for dance challenges and lip-syncing videos, but (depending on your FYP) we’ve definitely skipped a few chapters. Big brands are now kicking it into high gear and getting on Gen Z’s level. Brands like ScrubDaddy, RyanAir, Duolingo, and more are tapping into the app’s culture and running with it. So grab your phone because we’re diving into how these brands are crushing it on TikTok and what you can learn from their immaculate vibes.
1. ScrubDaddy
First up is the smiley sponge brand that has stolen Gen Z’s hearts and given dish duty a new name. Here’s how they’re killing it on TikTok:
Relatable and Relevant: Packed with pop-culture references, trending sounds, and hilarious memes, ScrubDaddy’s social media manager is making their content fresher than a clean load of dishes.
Engagement Guru: ScrubDaddy isn’t just posting and ghosting. They respond to comments and insert themselves in the comments of other brands’ videos, making themselves known and bonding with users (even ones who aren’t their followers).
Next, we have DuoLingo, the language-learning app that’s taken TikTok by storm with its quirky (sometimes even insulting?) mascot, Duo the owl. ‘Hoo’(t) knew an owl could be so entertaining?
Memes for Days: Duolingo’s TikTok is packed with hilarious clips not just about the struggles of learning a new language but also just relatable moments. Their TikToks are almost unpredictable, but hey, that’s the appeal!
Self-Awareness: What many brands won’t do that Duolingo does well is turn common frustrations about their product into hilarious content. By blatantly addressing user complaints, like the number of daily notifications, they’re bonding with their audience on a whole new level.
The Empire State Building (yes, the building) is not only an iconic NYC landmark but also an iconic TikToker.
Object Personification: When the Empire State Building first went viral, it was known for its personification of the iconic landmark. They literally slapped a green-screen eyes-and-mouth on an image of their building. By simply tapping into trending audio and creating relevant jokes from viral memes, the Empire State Building became one of Gen Z’s favorite TikTok accounts.
Relevant Content: The Empire State Building continues to string Gen Z along with their most recent venture into interviewing celebrities, current and former, that the app’s audience is known to love on the very top floor! That, and the fact that they have all of NYC to use as a playground.
An Empire State Building TikTok that had us singing:
What Gen Z do you know doesn’t absolutely ADORE cute animals?! Exactly. Enter the San Diego Zoo. This zoo is delivering the cuteness, one TikTok at a time.
Adorable Animal Shenanigans: From pygmy hippos to aardvarks, the San Diego Zoo shares incredibly cute videos of its animals. Who doesn’t want to randomly see a baby elephant put stuff on its head? Let’s not forget that most of the time, they’re tapping into trending audio that makes these videos even better.
Entertaining Education: Believe it or not, Gen Z likes to learn, too. Every now and then, the San Diego Zoo offers interesting facts about an animal at its park, putting its incredible efforts and knowledge to work. They even ensure it’s short and to the point, which we all know Gen Z loves. Hence, the rise of TikTok in the first place.
Rare Beauty, founded by beloved icon Selena Gomez, is not just another makeup brand; it’s a movement.
Showing What’s Underneath: Gen Z is known for its appreciation of transparency, especially in brands. Rare Beauty does right by going beyond promoting its products by showing what it believes in. This brand’s content comes from the heart, from donation to spreading self-love.
Still in Touch with Trends: It’s not ALL seriousness on Rare Beauty’s page, though. They still show they appreciate the TikTok culture and their fans by participating in the latest trends, experimenting with popular audio, and sharing user-generated content to show real people using their products.
Consider this your formal introduction @Selena Gomez 😤 BEYOND honored to partner with @SEPHORA for the second year in a row to #MakeARareImpact on Oct. 10th 100% of Rare Beauty global sales (online and in-store!) will go to the Rare Impact Fund to increase access to mental health resources! #rarebeauty#selenagomez#sherunsthesouth#sephora#mentalhealthmatters
Maybe you’ve flown Ryanair, maybe you haven’t. One thing for sure is you’ve seen one of their TikToks come up on your FYP.
Breaking the Fourth Wall: Ryanair does something Gen Z appreciates: It breaks the fourth wall. By this, we mean it takes everyday experiences from the average traveler and turns them into a joke we can all appreciate. Not often do you see a brand taking the risk of making fun of its customers, but Ryanair does it and does it well.
Relevant Content: By tapping into trends, viral audio, and more, Ryanair exposes itself to a new audience beyond its customer base. After all, they have over 2.4 million followers on TikTok.
Take a Recess is taking one of Gen Z’s favorite things and using it to their advantage. Full of cute videos, user-generated content, and drink inspiration, Recess’ TikTok is growing each and every day.
Aesthetically Pleasing Content: The TikTok girlies are suckers for aesthetically pleasing things, especially drinks. With non-alcoholic cocktail inspiration in cute glasses and topped with gorgeous garnishes, Recess knows its target audience to a tee.
Enticing Information: Recess also knows that health benefits go a long way for this platform’s audience. By creating informative content that shares the benefits of their products, they’re able to quickly and efficiently grab users' attention.
Take a Recess and watch this TikTok to understand:
🍋giveaway alert!🍋🟩 want to try this yuzu “margarita” at home? @TheYuzuCo and @TakeARecess are choosing 3 winners to receive: a YUZUCO Yuzu Duo juice set, plus three Recess Mocktail 12-packs to enter: 💛 follow @takearecess on tiktok and @theyuzuco on IG 💚 tag a friend who’d try Sober October 💛 like this post ready to try the mocktail yourself? find the recipe below: ingredients: 🍋 1 oz YUZUCO 100% Yuzu Juice 🍋🟩 2–4 oz Recess Zero Proof lime “margarita” 🍯 1 oz agave steps: • salt rim of your favorite glass • add YUZUCO yuzu juice and agave into a shaker • add ice and shake for 20 seconds • strain over fresh ice into glass • top with Recess Zero Proof lime “margarita” - T&Cs: US only. official sweepstakes rules: no purchase necessary. you must be over 18 years, a legal US resident. giveaway starts on october 23, 2024 and ends 11:59 pm est on october 25, 2024. odds of winning depend on the total number of entries received. void where prohibited. winner selected and notified on october 28, 2024.
Brands like ScrubDaddy, Duolingo, the Empire State Building, and others are proving that Tiktok isn’t just for influencers and viral dances; it’s a powerful platform for connecting with Gen Z. By embracing the following strategies, these brands are winning hearts (and followers) on TikTok.
Embrace Authenticity: Gen Z is all about the ‘real deal.’ Ditch the corporate speak and show your true self. Your followers will thank you.
Be Witty and Creative: Humor goes a long way on TikTok. Brands that can crack a joke or two will likely create shareable content that resonates. If you are not part of Gen-Z, maybe tap the nearest Gen-Z on the shoulder for this one…
Leverage User-Generated Content: Encourage your audience to share their experiences. User-generated content is gold and helps create a community around your brand.
Stay Current with Trends: Keep an eye on TikTok trends and adapt them to fit your brand. Jumping on challenges or using popular sounds can help you reach a broader audience.
Engage with Your Audience: Respond to comments and engage in conversations–Even on videos you didn’t create! Building relationships with your followers fosters loyalty, and engaging with other accounts helps brand awareness.
So, if you want to take your brand to the next level on TikTok, it’s time to embrace the Gen Z vibes and let your creativity shine! Whether through fun challenges, relatable content, or genuine engagement, a world of opportunity awaits you on this platform.
Ready to rumble? Let’s start crafting a strategy that captures the spirit of your brand while engaging the generation that’s making an impact! Discover our capabilities and schedule a discovery call today!
