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Influencing Generation Z on TikTok: authentic-ity is key

Influencer marketing has been a prominent method in the beauty industry, and as members of Generation Z (born 1996 to 2012) enter adulthood and start spending, beauty companies need to gain actual knowledge about this generation’s point of view. Tiktok is riding high tides to become the biggest social media channel in the world, with most of its users at the age of Generation Z. This article presents insights into Generation Z’s attitude towards Tik-tok influencer marketing that beauty companies should note when attracting this exuberant generation.