How Brands Can Thrive on TikTok: Engaging Gen Z and Staying Culturally Relevant

In today’s fast-paced digital landscape, brands are constantly searching for ways to connect with younger audiences. Platforms like TikTok have become the epicenter of cultural trends, creativity, and community engagement. For brands looking to stay relevant, TikTok isn’t just an option, it’s a necessity. But how can brands effectively leverage TikTok to engage Gen Z and young millennials? Let’s dive into the strategies and insights that can help brands thrive on this dynamic platform.

If you're looking for expert guidance on optimizing your TikTok strategy, don't hesitate to reach out to us, we are here to help!

Book an Appointment !

Why TikTok Matters

TikTok has revolutionized the way brands interact with consumers. Unlike traditional platforms, TikTok thrives on authenticity, creativity, and community-driven content. It’s a space where trends are born, and users, not brands, dictate what’s popular. For brands, this means stepping away from polished commercials and embracing a more playful, relatable approach.

Understanding the Audience

The primary audience on TikTok includes Gen Z and young millennials, demographics that value authenticity and inclusivity. These consumers are highly online, with short attention spans but a deep desire for meaningful connections. They don’t just want to be sold to; they want to be part of the conversation.

Key expectations from these audiences include:

• Authenticity: Brands must be genuine and transparent.

• Engagement: Two-way communication is crucial.

• Creativity: Content should be fun, innovative, and platform-specific.

Best Practices for TikTok Success

1. Think Like a User, Not a Marketer

The most successful TikTok brands don’t act like traditional advertisers. Instead, they think like users. This means creating content that feels native to the platform, whether it’s a trending dance, a funny skit, or a behind-the-scenes look at your brand.

2. Leverage AI and Data-Driven Tools

Brands are using AI-driven listening tools and A/B testing to understand what resonates with their audience. AI can also help analyze trends, optimize content, and even create personalized experiences (e.g., AI avatars or filters).

3. Collaborate with Creators

TikTok is a creator-driven platform. Partnering with micro-influencers or emerging creators can help brands tap into authentic, community-driven content. For example, a beauty brand might collaborate with a TikTok creator to showcase a new product in a “Get Ready With Me” (GRWM) video.

4. Embrace Platform-Specific Content

Gone are the days of repurposing long campaigns into shorter clips. TikTok demands native content that aligns with its fast-paced, playful culture. Brands should create content specifically for TikTok, rather than recycling ads from other platforms.

5. Go Live and Get Personal

Live videos are a powerful way to build intimacy and trust. Brands like L’Oréal frequently go live with employees, giving consumers a behind-the-scenes look at their operations. This humanizes the brand and fosters deeper connections.

Case Studies: Brands Doing TikTok Right

Hennessy: Balancing Heritage and Innovation

As a 260-year-old brand, Hennessy has mastered the art of staying relevant. On TikTok, they use AI and 3D technology to enhance storytelling without compromising their heritage. For example, they’ve used AI to analyze soil data for Cognac production, showcasing their commitment to sustainability.

Loewe: Intuitive and Humorous Content

Loewe takes a unique approach by letting young creators lead their TikTok strategy. Their content is intuitive, humorous, and relatable, proving that sometimes, the best strategy is to let your audience guide you.

Charlotte Tilbury: GRWM for Gamers

Charlotte Tilbury tapped into the gaming community by creating “Get Ready With Me” videos tailored for gaming streams. This innovative approach shows how brands can adapt their content to niche audiences.

The Role of AI in TikTok Strategy

AI isn’t just a buzzword, it’s a game-changer for brands on TikTok. From AI-generated avatars to deepfake technology, brands are using AI to enhance creativity and efficiency. However, it’s important to remember that AI should complement, not replace, human effort. For example, AI can speed up production processes or analyze trends, but the content itself should still feel authentic and human.

Long-Term Loyalty: Growing with Your Audience

Building loyalty on TikTok isn’t just about viral moments, it’s about ongoing conversations with your audience. Brands must listen to their community, adapt to their needs, and grow with them.

A great example is a beauty brand that faced backlash for lacking inclusivity in its foundation shades. Instead of ignoring the criticism, the brand collaborated with micro-influencers to improve its product line. This not only regained trust but also strengthened loyalty among its audience.

Stepping Out of the Comfort Zone

TikTok is constantly evolving, with new features like avatars, filters, and challenges being introduced regularly. Brands must stay agile and willing to experiment. For instance, platforms like Substack are also gaining traction for long-form, editorial-style content, showing that consumers still value depth and authenticity.

Key Takeaways for Brands

• TikTok is Non-Negotiable: If you want to engage Gen Z and young millennials, you need to be on TikTok.

• Authenticity Wins: Consumers want real, relatable content, not polished ads.

• Collaborate with Creators: Partner with TikTok creators to tap into their engaged audiences.

• Use AI Wisely: AI can enhance creativity and efficiency, but it shouldn’t replace human touch.

• Listen and Adapt: Stay in tune with your audience’s needs and evolve with them.

TikTok isn’t just a platform, it’s a cultural movement. For brands, it offers an unparalleled opportunity to connect with younger audiences in meaningful ways. By embracing authenticity, creativity, and community, brands can not only stay relevant but also shape the culture of tomorrow.

If you're looking for expert guidance on optimizing your TikTok strategy, don't hesitate to reach out to us, we're here to help!

Book an Appointment !

Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.