Millennial marketing in the workplace: can being trendy also mean business?
Now, for this hot take, you've either seen the original feed on your TikTok feed or seen the commotion this video has stirred up online. If you're anything like me, this video came up on your for you page, and like all the other ones made to his sound, you laughed and kept scrolling. However, for those not in this age group—I'm speaking to those, particularly those 40 plus, probably having spent any amount of time in a corporate setting—this video is jaw-dropping.
If you were to ask any young corporate women in the early 2000s to imagine themselves singing along to chants in a circle about claiming membership in the "itty bitty titty" community in front of their colleagues, boss, and across millions of eyes on the internet most likely sounds like a dystopian nightmare. Talk about taking a significant step back for the cause of gender equality. How can one be seen as equal to a male counterpart when they are more focused on making a TikTok than doing actual "work."
However, that is no longer the case as times have been a changing.
The video in question has over 60 million views. With social media's power taking off, it has gained the attention of many, from Twitter's trolls to the cometary of infamous Andrew Tate. This viral video went from participating in a funny trend to creating polarizing picture of young females in the workplace.
For TBH Skincare, a female-founded skincare startup with a significant presence and following on social media, the HR manager was probably featured in the video, as was the CEO. The viral video embodies the changes that have rapidly taken over new startup avenues and the future of the workforce, whether you like it or not. When your boss is your age, and your brand is targeting those just like you, there's no need for formalities that say that a Saas or banking office would have. No cookie-cutter reputation to uphold. No golf outings to secure deals. Social media is the playing field, and engagement is the name of the game.
What can be assessed in true business fashion is the ROI on these trendy videos for young brands. It goes without saying that they are flawlessly reaching their target market. TBH's skincare social media team has painted a picture of themselves as a fun work environment, pioneering female empowerment and a gender dream work setting. They don't just get TIKTOK; they've mastered it.
But we must also ask if the bad press is still good press in this case. Yes, millions of views on every video, but have those sales resulted in increased revenue on the point of the company - sales of their skincare products?
From a quick scan of their TikTok, there are very few videos of them actually even talking about a product. If a product is mentioned, it's more often than not featured, talking about the marketing campaign of the product. I have yet to learn what makes the product different or why I should buy it. For example, a recent video features the team discussing how the launch of their newest product got spoiled by one of Australia's most popular lifestyle influencers, Indy Clinton. You might have caught on here, but anyone can see that turned into the campaign itself. The video features the founders reacting to Indy mentioning the product in one of her get ready with me videos and them freaking out that she's mentioned the product even before it has launched - what a way to raise hype about the product in a seemingly "organic" way. Whether this was a planned leak or not, they are getting it right.
But marketing campaigns are still measured by their lead's generated and sales made. Let's look into this further. The skincare market is in my experince such a vast one. Having been plagued with cystic acne my whole life and countless different dermatologist recommendations, I have made a choice to stick with a brand I know and trust the best, CervaVe, but it took me a while to get to this point. I have spent my fair share of money on trying the latest product or getting sucked into the newest ance curing trends. So I as much as anyone know, there is money to be made here. But when it comes to competing in this industry - what makes you stand out is crucial. In my case, Cerve va represents trust and dependaicablity and, above all, loyalty. It could be a terrible product compared to those out there but when I made the decsion to stop waisting tiem and money trying out all the different options out there it became my choice and I havent looked back. But enough about me, back to TBH skincare, which, from the name, stands out with a somewhat unique promise of "to be honest". Conveying a trustworthy brand in the name - however, that's about where it stops.
Is this the future of marketing? Focusing not on trying to sell a product and pushing it down consumers but rather telling a different story completely—showing a side of the brand that isn't often shown, the marketers themselves, and their work culture—can that really be a way to get people hooked? For certain TikTok, she says yes. Seeing their fun and quirky videos made her want to buy their products to support them after the backlash.
However, I am skeptical of everyone else's reaction. Sure, their media success can contribute to an increase in brand identity, but can long-term profit be sustained? The Jury is still out, but I have to say I'm not convinced.
The only thing I am convinced of is that the new age of TikTok for brands is on the rise, and brands like TBH skincare are charting their own path, which may be the way to it. There is no one best strategy on TikTok, where trends come and go faster than you can learn the dance to the latest. The beauty is that there is no map, it's trial and error, and that's the most exciting part.