TikTok has solidified its reputation as a highly effective platform for creator marketing. However, for many brands, activating a successful, on-trend campaign on the platform can still feel like trying to hit a moving target the size of a button.
New trends pop up every day, and existing trends can evolve in a matter of hours. Some trends have worked their way into evergreen status—a safe bet for brands who want to appear natively on the platform while considering the necessity of adequate influencer activation lead-up time.
One of these tried-and-true trends, POV comedy, combines so much of what Gen Z audiences love about TikTok content: personality, humor, and fast-paced, engaging entertainment. So why has this trend sustained popularity for years, and how should brands best use it to target Gen Z via influencer marketing efforts?
Leveraging POV creators
Comedy has always been an effective tool in marketing, so it’s no surprise that the POV trend was realized to be the ideal Trojan horse for brand promotion, uniquely receiving comparable engagement to unsponsored, organic content.
POV creators are adept at slipping brand messaging and product placement into funny posts—often before the viewer notices that the video is an #AD. Audiences are more likely to welcome branded messaging when it’s fed to them with a spoonful of sugar: hilarious one-liners written and performed by the funniest creators on the platform.
With their highly attuned B.S. meters, Gen Z can sniff out an ad in a matter of seconds. So, it tracks that they’re far more likely to give their praise—and their likes—to TikTok ads that they know are sponsored but still consider genuinely creative and entertaining.
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