By now, you may have seen one of the 4000-plus TikToks with the hashtag #genzmarketing, where a business or institution (many zoos and museums are trending) has a person of a certain age film a promotion using words that are part of Gen Z vernacular (choke, rizz, it's giving, brat) – and it's working.
The videos are wholesome and funny – and some have received tens of millions of views. A Bed & Breakfast in South Oxfordshire, UK, for example, has received 2.3 million likes so far.
@myfieldmanor I can confirm that she didn't understand any of it #attitude #sleep and breakfast #smallbusiness #general #old house #uk ♬ original sound – Fyfield Manor B&B
In the meantime, Northumberland Zoo has 1.4 million likes, and Jacksonville Zoo there are more than 250,000. Reviews have been mostly positive, calling Boomers and Gen X'ers who provide the “King” and “Queen” lines. “This type of marketing is working on me, it's making me watch the whole video,” one posted. “Give the Gen Z marketing person a raise,” wrote another.
@northumberlandzoo Our zoo directors did not understand the task. #general #genzmarketing #viral #fyp #funny #marketing ♬ Jazz Bossa Nova – TOKYO Lonesome Blue
Marketing company Webbee suggests the trend is growing because Gen Z cares about “authenticity, humor and real content” in the age of generic AI.
“People don't like to be sold to,” they noted. “While AI can be useful in advertising, many businesses rely on it too much without any human touch, leading to generic, sales messages that fail to engage viewers.”
Meanwhile, according to the data from Gartnermarketing budgets have fallen from an average of 9.1% of company revenue in 2023 to 7.7% in 2024, a 15% year-over-year decline. This, of course, makes creating free TikToks even more attractive.
Webbee notes that the TikTok “marketing script” fad is part of a new workplace phenomenon, Employee Generated Content (EGC), which use current employees to produce content, rather than outside influencers or agencies.
So, does your business need to be on trend? If you have the time and availability, it can't hurt – but do it quickly.
Wires endnoteS that once people over 35 start using your slang, the trend will soon end.