Cultural standards are always changing due to the media that we consume and produce. Movies and TV have a large impact on what we like and what we inevitably consume and buy.
Tiktok and marketing
TikTok has a large impact on Generation Z and how they interact with ads, consumerism and capitalism. It’s a fast paced environment where trends come and go every day or so, one day some shoes are the coolest and the next they’re dated and out of trend.
The culture and impact of TikTok has greatly changed the approach of marketing on the platform. The algorithm and how things go viral can be very random but companies have tried to figure out how it works to help market their products.
Some companies have created TikTok accounts for their brands and in doing so have created personalities and aesthetics for their company. If consumers like what a certain brand’s content is on their TikTok they become more likely to support them. This is a new strategy of marketing, making a brand relatable and personable.
Past strategies for marketing products were to connect the item with a likable or reliable celebrity or model, but now the brand itself is given personhood. The brand has to be liked instead of just the person endorsing it.
Pop culture’s impact
Pop culture is amplified on TikTok, TV shows and movies with large cultural impacts are talked about and analyzed millions of times on the platform. An example of this is the US television show Euphoria, which first premiered in 2019 and has been a staple of Gen Z culture ever since.
With the usage of over the top makeup looks and colorful outfits, the show has changed how the younger generations shop. The brands seen in the show one week were selling out the next. After the show’s second season came out in January of 2022 each week would give viewers new looks and styles and thus new trends on TikTok.
Everything on Euphoria is cool, the clothes, shoes, accessories and makeup are also seen as such. The same can be said for other pieces of media that have that ‘cool’ factor which makes people buy what they see in the show and to emulate the characters in it. Using pop culture that resonates with younger people is a strategy when marketing a product.
At KODDLab, we help you to build your brand image by focusing on your awareness. We offer different services : creation of your brand image (design, personal branding and co-branding strategy) and the implementation of your artistic direction (visual arts, graphic and artistic production, styling and visual and audio creation).