“As Seen on TikTok”
Are you a CPG brand that wants to connect with the new gatekeepers of cultural capital?
Here’s what you need to know:
GenZ 🤝Y2K. This has been going on for a few years now, spanning clothes (low rise everything, nylon parachute pants, oval Princess Diary-esque shaped sunglasses) to brand design (Pzaz and Goodwierd’s chunky packaging and font immediately come to mind – both very Smackers lip balm – and Halfday Iced Tea's liberal use of grainy texture). Now the Y2K takeover has extended to ad copy:
‘As seen on TV’ -> ‘As seen on TikTok’
FOMO + (an appearance of) the wisdom of crowds = a product people want to try
There’s various ways to stoke this, but lately 4 little words are doing the trick: ‘as seen on tiktok’.
As of July 2023, the hashtag #tiktokmademebuyit hashtag is currently sitting at 58 BILLION views.
The GenX/older millennial snuggie and nutribullet have been reincarnated as the GenZ color changing blush and Dyson airwrap.
Consumer brands looking to appeal to Gen Z, take note.
The (illusion of a) TikTok cosign is a powerful signal. Leverage it.