Marketing company Webbee suggests that the trend is taking off because Gen Z cares about "authenticity, humor, and genuine content" in the age of generic AI. They noted, "People don’t like being sold to; while AI can be helpful in advertising, many businesses rely on it too much without any human touch, leading to generic, sales-y messages that fail to engage viewers." This highlights the increasingly essential role of authentic content in marketing strategies.
A Bed & Breakfast in South Oxfordshire, U.K., has attracted significant attention, gathering 2.3 million likes on TikTok. The positive responses from commenters like, 'Give the Gen Z marketing person a raise,' underscore the effectiveness of using Gen Z's vernacular in promotional efforts, showcasing that humor and relatability can significantly boost engagement.
Data from Gartner indicates a major shift in marketing budgets, which fell from an average of 9.1% of company revenue in 2023 to 7.7% in 2024. This 15% drop year-over-year makes creative, low-cost TikTok campaigns particularly appealing to businesses, as traditional marketing avenues become less feasible.
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