Brands That Are Killing It On Socials

The ones to watch at the moment 👀

Marketing to Gen-Z is a fine art, but is more important than ever. 60% of TikTok users are Gen-Z’s, making them the biggest demographic for brands to target on social media at the moment. With the rise of Instagram and TikTok, brands have been able to reach a wider audience and engage with their customers in new and exciting ways. Here are some of our favourite brands that are killing it on social media with a Gen Z audience - and what lessons you can take away from it.

Innocent

UK brand @innocent harnesses humour and even a bit of “anti-marketing” to reel in its millennial and Gen Z target audiences. They’ve built their branding around their funny, witty personality that resonates throughout their online marketing. When it comes to humour in marketing, Innocent are absolutely killing it strengthening their brand’s relationship with its customers.

Key lesson: Avoid being too salesy and focus more on sharing content that is relatable to your audience.

You can see from their layout on TikTok that their vibe is very casual — and sometimes, that’s good!

ASOS

British online fashion brand ASOS have cultivated a strong brand presence on both TikTok and Instagram. They have created campaigns and partnerships with some of the most popular influencers on the platform, like transgender content creator Dylan Mulvaney and makeup artist Danielle Marcan, showcasing their products in a fun and engaging way. By partnering with creators who are aligned with their branding and ethos, it’s a great way to connect and listen to their audience. They also feature lots of UGC to build upon their community building.

Key lesson: If you have the budget, create campaigns with influencers who are aligned with your branding. If you’re on a lower budget, featuring UGC is a great way to create a strong community and online presence.

Here they’ve featured a reel from popular content creator @lailapaul7 featuring a product they sell on their website from Kylie Cosmetics

Everyday People

New York and London-based event and community platform @everydayppl are also one to watch in terms of online marketing. When it comes to championing their community, these lot are killing it whilst being true to their edgy branding. Remember, community is not just another buzzword, and consumers love to see themselves and people like them reflected back to them in marketing. Their people-first strategy and sleek, simplistic graphics has curated a strong brand identity for them online.

Key lesson: The people behind your brand are your heroes! Don’t forget to champion the people of our brand, whether its customers, consumers or even BTS of your staff. Gen-Z’s relate to authenticity and humanness in marketing - so this is a sure way to target them!

Their feed highlights their COMMUNITY — showing the importance of cultivating one by showing real faces & real people on your feed.

Chipotle

Chipotle is a fast-food chain that has been able to create a strong presence on their socials, particularly on TikTok. Their TikTok content is approachable and simple, with minimal editing to avoid coming across as a well-refined ad production. They have also been able to tap into popular trends and challenges on the platform to reach a wider audience and champion authenticity within their marketing strategy.

Key lesson: Contrary to popular belief, opting for minimal editing and a less-refined production process can actually appeal to Gen-Z audiences as it feels more authentic.

Again, just like Innocent, you can see that @chipotle’s layout shows a very casual and entertainment-forward approach.

Summary

Killing it on social media is not a one-size-fits-all, it’s about adapting your strategy to what works for you and what feels aligned to your branding. Taking inspiration from brands online is a great thing, but remember to keep it original to you.

Any brands that you’ve seen killing it on socials atm? Let us know ⬇️