If you’ve opened TikTok recently, or know a young person who has – you will not have escaped the latest trend sweeping the social media platform.
Its called “letting Gen Z do the marketing script” – and everyone from Edinburgh Zoo to B&Q are having a go.
It’s just the latest in TikTok trends that big brands are jumping on in a bid to connect with younger audiences. But is it cutting through? Or is it just cringe?
Dr Kathy-Ann Fletcher, a marketing expert at the University of Abertay, says the trend is unapologetically cringe, and in many cases is exactly why brands are jumping on board.
“There are a number of ways that companies are using social media to target a range of their customers, but Gen Z particularly, they are trying to have a more natural, relatable approach to communicating.
“Cringe is the point, in some cases it’s the attraction for some of that Gen Z audience.”
‘We’ve been dubbed Slay-shire’
But one King is serving after a TikTok of him slaying the trend while promoting Ayrshire Blinds has gone viral on the app.
Ayrshire grandad Adam Moonie says he’s been inundated with marriage proposals after the video racked up more than 3.5 million times on the social media app.
The 79-year-old says the response has all been quite overwhelming.
He told STV News: “It was a complete surprise, my granddaughter on the first evening when she seen it, she said “mummy my poppy’s going viral!”
Adam said he’s been recognised in the supermarket following his sudden shoot to stardom and has even had some marriage proposals – with a new moniker for the business.
“Instead of Ayrshire, we’ve been adopted as Slay-shire!”
Is the trend vibing with youngsters?
But have these videos slapped with their target audience? Pupils at Dunfermline’s new high school are unsure.
“I don’t really think it works, I think people are trying to get the attention of young people but it doesn’t really work at all,” one pupil told STV News.
Another added: “It was funny the first few times but then it really dwindled down. It’s not organic.”
And simply put, one pupil said: “It’s cringe to be honest.”
But its not just brands trying to jump on TikTok trends to capture younger audiences – politicians and parties are at it too
At the recent Labour Party conference in Liverpool, Scottish secretary Ian Murray showcased a Labour party scarf, branded “low key drip” and former party leader Ed Miliband branded the vibes “immaculate” at the event.
Meanwhile both the Scottish Conservatives and Scottish Greens claimed to have had a “brat summer”, a trend inspired by British pop star Charli XCX’s latest album.
It’s certainly a flex, but the pupils said they would prefer to hear about policies rather than following social media trends.
One told STV News: “Maybe just more down to earth stuff, focusing on the things they actually want to get out rather than a lot of this nonsense they are putting out. If they were in power, what actual decisions would they make that would influence young people?”
Another added: “Some of them are ok, some of the ones conforming to the Gen Z trend aren’t as good because they’re all jumping on it.”
Maybe the next trend will vibe more with these youngsters.
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