TikTok Is Skeptical of Marketers, but These 10 Brands Have Earned Gen Z's Approval

To make it on the platform, advertisers must embrace a culture of informality

At its core, TikTok is not the ideal platform for advertising. It’s a place where average people are invited to bask in short-lived internet fame by planting relationship advice, makeup tutorials and self-deprecating humor onto the For You pages of oddly specific audiences.