In a world where brands are constantly vying for attention, a new TikTok trend is turning heads and sparking conversations. The trend of letting Gen Z interns write marketing scripts for local brands has taken off, blending humour and relatability with effective marketing. But is this approach cool or cringe? Let’s dive into what makes this trend tick and its implications for brands everywhere.
What’s the Buzz About?
Recently, SBS Transit, a public transport operator, jumped on the trend, uploading a TikTok video that caught the eye of viewers.
A Humorous Take on Marketing
In the video, an SBS Transit employee poses the question, “Can you feel our bus’ aura coming from 10 miles away?” This question, loaded with Gen Z slang and playful banter, set the tone for the clip.
- Engaging Content: The video showcased bus captains dishing out etiquette tips using popular phrases like “alpha skibidi rizzler.”
- Viewer Reaction: The post quickly gained traction, racking up over 100,000 views and eliciting comments like, “This is +1,000,000 aura advertising.”
The Trend Explained: Gen Z Marketing Scripts
The concept is straightforward. Brands allow their Gen Z interns to create marketing scripts infused with contemporary slang and trends.
The Appeal of Gen Z Slang
Using current slang resonates with younger audiences. Terms like “lit” and “vibe” not only grab attention but also make brands feel more relatable.
- Quirky Narration: The success often hinges on older narrators delivering these scripts in a deadpan or awkward manner, adding an extra layer of charm.
Notable Examples: Success Stories
SBS Transit isn’t the only brand reaping the benefits of this trend.
National Gallery of Singapore
Another local favourite, the National Gallery of Singapore, saw their TikTok video explode with views, amassing five million since its launch.
- Art Meets Slang: The front-of-house ambassador jokingly stated, “It’s time to enter your artsy era,” showcasing the gallery’s exhibits with flair.
- Viewer Engagement: Comments flooded in, with many expressing a desire to visit the gallery after seeing the entertaining presentation.
The Fine Line: Cool or Cringe?
While many brands are finding success with this trend, it walks a precarious line between being cool and coming off as cringe-worthy.
When It Works
- Authenticity is Key: Brands that genuinely embrace the style without forcing it are likely to succeed.
- Positive Engagement: Destinations and tourist attractions generally receive better responses than companies trying to sell products directly.
When It Fails
- Forced Slang: If brands appear to be trying too hard, they risk alienating their audience. As Kimberley Olsen from Yatta Workshop puts it, the use of slang should feel natural and not forced.
Expert Insights: What the Pros Say
Industry experts have weighed in on this trend’s effectiveness.
- Sunny Johar, managing director at KRDS, notes that established brands often face criticism in the comments section when adopting this style.
- Kristian Olsen, founder of Type A, emphasizes that brands should aim to be “in on the joke — not the butt of it.”
Tips for Brands Considering This Trend
If you’re a brand thinking about hopping on the Gen Z script bandwagon, here are some tips to keep in mind:
- Know Your Audience: Understand the demographic you’re targeting. Not everyone will resonate with Gen Z slang.
- Stay Authentic: Use language that feels natural for your brand.
- Test the Waters: Start with light-hearted content to gauge audience reaction before diving deeper.
Conclusion: A New Era of Marketing
The trend of allowing Gen Z interns to write marketing scripts offers brands a unique opportunity to connect with younger audiences.
While the execution must be thoughtful to avoid crossing into cringe territory, when done right, it can lead to authentic engagement and increased brand visibility.
This trend reflects the evolving landscape of marketing, where relatability and humour can create powerful connections. As brands navigate this new territory, they must remember: it’s all about the vibe.
