Like Music To Your Thumbs – Musical.ly, TikTok, Ditty

Heard about the trend “Hit or Miss”? That’s from TikTok. There are similar platforms. “Depending on who you ask, it’s either an entertaining gathering place for younger and older generations or, well … incredibly cringey… For every spontaneous clip filmed by two college kids, there’s a jarringly artificial video of someone dressed superficially and seeking nothing but attention.”

Here’s safe ditty from an 11-year-old.

Why does this matter? Generation Z is all over it. They seem to inherently know how to capture a digital slice of life, edit it, add filters, special effects, a soundtrack, craft a promotion plan complete with catchy hook and hashtag. Brands attempting to reach them need to learn to think like them. One big setback is how brands think long-term. Their audience is thinking about right now. That has its pitfalls. Reference any number of fallen YouTube influencers. The pay off, if done well, can be huge. Tread carefully.