When Gen Z Write the Marketing Script: What Brands Can Learn

With 98% of Gen Z using social media, their voice in marketing has never been more powerful. Brands need to appeal to a shifting social media market – and those who do it well can uncover an abundance of benefits.

Let’s look at how your brand can lean into the generational divide (in a fun way) to amplify your social media presence.

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Gen Z’s influence on marketing

At the end of September, a new trend shot to popularity on TikTok: videos captioned “when Gen Z write the marketing script.” In these videos, non Gen Z – and typically older – employees read slang-infused scripts to promote their brand or product. 

The unexpected experience of boomers talking about “brat summer” or using words like "sigma” caused millions of people to pay attention to these videos. A number of brands that shared them went viral. 

For example, a video from Royal Armouries Museum in the UK has over 9 million views.

And this one from LEGO saw plenty of praise in the comments. 

Fans embraced the unusual nature of these videos in the comments, complimenting the people in the videos for delivering such absurd lines with a straight face. Hearing these slang words in such an unexpected context gave people a good laugh. 

The posts which were shared early in the trend’s lifespan saw the most success, as people were seeing these videos for the first time. And according to Brandwatch Consumer Research, we can see that the trend peaked in mentions in the middle of September. 

Brands that take too long to get a post together for short-lived trends can face an audience that’s tired of the trope. And this was equally true for the marketing script trend. 

While the trend has passed its peak now, there’s still plenty that brands can learn from it. Let’s look at why this trend was so intriguing on social. 

The power of trend-based marketing

The reception to these viral posts was widespread – both Gen Z and older generations found the spotlight on the generational divide to be hilarious. Whether its millennials learning a new slang phrase or younger people discovering something new about a brand they wouldn’t previously have connected with, the trend appealed to all audiences.

The trend highlighted Gen Z’s influence in reshaping how we approach marketing, while also bridging a gap for older generations who might not relate to modern marketing techniques. 

The trend also touched on the power of authenticity. Showcasing your employees and connecting them with your audience can be an achievable and rewarding marketing strategy to boost brand awareness. 

Brand authenticity positively influences brand loyalty, increases brand equity, and adds value to the consumer experience. So it isn’t something companies should ignore. 

How to maximize your trend participation

So, if you’re thinking about getting involved in trend-based marketing, here are some things to consider. 

Time is a huge factor – and trust in your social media team is one of the biggest contributors to joining a trend at the right time. Added time for multiple stakeholders to approve content can be detrimental to a post’s success, so work to be as agile as possible. 

Your social media team are experts in trend participation. They have insights into what resonates with your target audience, and they can ensure content aligns with your brand image. Trust their judgement. 

Additionally, make sure you don't jump on a trend when it’s past its peak – unless you add something new to the conversation. If you nail the timing, you’ll see huge success. If you don’t, your post might fall flat.  

Brandwatch can help you identify trends when they’re rising, so you can take advantage of every opportunity for virality that comes your way.

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