"Five years later, the "TikTokification" of media is mainstream and CPG brands are making a bigger pivot to the social-first model, with leading companies allocating up to half of their total ad budgets on the channel while dropping billions to acquire more nimble rivals. This escalation comes as the chase for Gen Z consumers intensifies and as marketers try to account for the further decline of linear TV, their lever for mass reach essentially since the living room screen's inception."
"Such moves represent more than a budgetary change, with a growing number of marketers seeking marketing services providers with deep knowledge of social and influencers, including through dedicated agency of record appointments and the establishment of new in-house units. The moment additionally bears an existential aspect: Can legacy CPGs, rooted in rigidly defined brand values and sometimes literally squeaky clean images, relinquish a sense of control as they face a fleet of ankle-biter upstarts built on the socially native approach?"
An early 2020 TikTok clip of a man drinking Ocean Spray sparked massive product demand and revived Fleetwood Mac's 'Dreams,' demonstrating TikTok's power to create viral product sensations. Five years later, TikTok-driven media strategies are mainstream, with CPG companies allocating up to half of ad budgets to social and spending billions to buy nimble, socially native rivals. The shift targets Gen Z consumers who discover trends through feeds and form taste, trust and identity on social platforms. Marketers increasingly hire agencies and build in-house social units. Legacy CPGs face pressure to cede brand control to more flexible, influencer-led approaches.
Read at Marketing Dive
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