Chipotle’s TikTok Page Is the Best Example of Gen-Z Marketing There Is
Less Tok, more Guac.
TikTok is the new frontier of Gen-Z marketing. As TechCrunch put it, “If you haven’t been paying attention to TikTok, you haven’t been paying attention.”
Evidently, the world’s top brands have been paying serious attention. Hundreds of companies including Pepsi, Nike, Walmart, and Skittles have dialed in, taking the opportunity to garner gargantuan levels of views and cult followings.
“What we tell brands is, this is essentially Instagram in the early days,” said Anish Dalal, chief executive of digital-marketing company Sapphire Apps Media.
Since the social media titan took off in 2018, it’s been the most downloaded, most-watched, most talked-about platform. Teenagers in particular are completely gaga for the app, spending an average of 80 minutes a day scrolling through the uniquely addictive feeds.
The Washington Post hired a TikTok expert. Buzzfeed recruited Teen Ambassadors to cover the election through TikTok videos. Elf Cosmetics commissioned a song specifically for a TikTok campaign. In the history of TikTok, though, no brand has done it quite like Chipotle Mexican Grill.
