Through Trial and Error, Brands Can Strike the Right Tone on TikTok

Marketers from Chipotle, Delta and Microsoft weigh in on strategy

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When Gen Z wants to feel some Y2K nostalgia, the teenagers and 20-somethings grab their dusty Juicy Couture track suits from the attic, power up their iPod Nanos and jump into low-rise jeans.

Gen Z is then reminded of simpler times—when your foot was the perfect startup tool for your under-the-desk computer tower, Microsoft Paint was the best distraction from practicing your multiplication tables, and even if your crush didn’t message you back on AIM, you knew that a human paperclip was always there to troubleshoot your Word documents.

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