TikTok is just for Gen-Z? Think again!

By Harriet Reynolds / Marketing , Social Media / 23rd January 2020

Haven’t heard of TikTok? Where have you been! Since its launch in 2017, the app has generated more than 1.2 billion downloads and has soared in popularity, particularly with Gen-Z.

What is it, you ask? TikTok is a video-sharing app which allows users to post short videos lip-syncing to their favourite movie scenes, dancing the latest dance trend, or creating their own comedic sketches. It essentially encompasses everything Gen-Z love about social media in one app.

You only need to scroll through the main ‘Discover’ feed and you will see that the majority of people uploading content fall into the Gen-Z bracket, and what goes viral on TikTok has a lot to do with the immediate impact it as on the audience. The platform is less about followers and more about creating organic, natural content that spreads fast.

"The platform is less about followers and more about creating organic, natural content that spreads fast."

But that doesn’t mean that you (who’s not in the Gen-Z bracket) or your brand can’t get a piece of the action. So long as the strategy and content are right. TikTok isn’t the place to post your corporate advert selling your product, particularly if your product isn’t targeted towards the Gen-Z market. It’s the place to join in on the trends, create your own, or leverage your brand by working with TikTok influencers to build credibility.

We’ve been doing some digging to find some of the best branded content on TikTok and here are some of our favourites. Take note!

e.l.f. Cosmetics

Now THIS is how you do TikTok. The cosmetics brand e.l.f commissioned a song for their TikTok campaign which was inspired by Kash Doll’s 2018 hit ‘Ice Me Out’ and is called ‘Eyes Lips Face’ after the brand’s acronym. Since launching using some TikTok influencers, this song has been used over 1.7 million times and viewed over 4.4 billion times.



This is a brand that has nailed it straight away, creating fun content about their food. They feature both the food, the employees and also work with TikTok influencers to create funny videos. Here’s our favourite:



With a whopping 6.7 million followers, you know NBA is doing something right. Sharing funny videos of the players, throwbacks and highlights of the games, they’ve created a place that NBA fans go to for the content they can’t find elsewhere:


So, if there’s one thing to take away from this, it’s that TikTok can definitely become part of your marketing strategy, but it needs to be done in the right way. A standard sales message won’t work here, the content needs to be light-hearted, creative and fun.

And just because you’re not Gen-Z, doesn’t mean to say you have to be Gen-Z to enjoy TikTok!


Need a hand incorporating TikTok into your social media strategy? Get in touch and see how we can help expand & improve your social!

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Harriet Reynolds

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Harriet Reynolds