It is no surprise that advertising has evolved greatly. Gone are the days of being able to trap consumers into constant TV ads or radio content. Previously a marketer could force its content on consumers, while now the avenues and the content need to be more planned and more specific. 

This means ads need to be more targeted and find the consumer in the buying moment and due to the nature of smartphones, this is not as difficult as before, as people are constantly searching for and most importantly buying new products and services on a regular basis, compared to traveling to a specified shop. 

‍

TV ads don’t translate to social anymore

Simply speaking about the product features or brand philosophy is not enough however, advertising needs to speak to the progress someone is trying to make. Particularly for Gen Z, a demographic that has grown up in a digital-first world, traditional TV advertisements are not just ineffective; they seem antiquated.

‍

The issue with TV ads today is three-fold:

• The TV is talking at you or to you but not with you
• The number of people watching live TV (and TV ads) has drastically declined
• Everyone is scrolling on their phone when ads do appear on live TV

‍

When live TV does capture their attention, it's often a mix of foreground and background — a shared screen to the smartphones that are now a fixture of watching entertainment. This shift has profound implications for advertisers. The challenge is no longer just about creating compelling content but finding and engaging consumers at the right moment, in the right context.

This real-time, targeted approach requires a deep understanding of where these consumers spend their time and what they care about. Traditional broad-spectrum advertising strategies don’t work as well because they fail to acknowledge the individualized paths of discovery and purchase that characterize today's consumer journey.

In an environment where attention is fragmented and fleeting, merely highlighting product features is insufficient. Today's advertising must connect with consumers on a more meaningful level, addressing the progress they wish to make in their lives — a concept central to the Jobs to be Done (JTBD) framework. This strategy shifts the focus from the product itself to the underlying reasons consumers buy products: to fulfill specific needs or "jobs" in their lives.

‍

The digital discovery funnel and the role of content creators

The digital discovery process has led to a reshuffling of the traditional ‘brand funnel’. Content creators have a significant impact on consumers' awareness and consideration of products and brands. At the root of active and passive considerers is the JTBD and in their pursuit to find what solves their jobs - they turn to influencers who break it down for them rather than trying to wade through marketing, reviews or searching for themselves.

‍

What we currently see in the market is:

1. Content creators influence consumers by talking honestly about their JTBD (for example ‘loving your natural hair’)
   ‍
2. Brands can engage with influencer marketing or through ‘free’ content coverage, knowing that an unbiased reviewer of products can go with or against the brand (e.g. product A which enables you to embrace your natural hair)
   ‍
3. This informs niche content creators (e.g. how heat-free, non toxic ingredients help maintain your hair’s health and natural curls)

‍

Example | Stanley Cups

Let’s consider the trend of collecting Stanley cups, a phenomenon driven by more than just the utility of the product. For Stanley cup enthusiasts, the appeal lies in the joy of matching these accessories with outfits, expressing personality, and experiencing the satisfaction of acquiring limited-edition items.

This behavior underscores a fundamental aspect of modern consumerism: the quest for personal expression and the emotional gratification derived from the act of collecting.

Similarly, we recently saw the resurgence of fur coats amongst younger consumers. While the resurgence of the fur aesthetic among Gen Z and millennials was initially perceived as a TikTok trend, it has transcended social media algorithms to become a significant fashion statement. Emulating iconic styles from characters like Carmela Soprano and celebrities such as Kendall Jenner and Ice Spice, this movement toward vintage or faux fur represents a complex interplay of nostalgia, environmental consciousness, and the desire for individual expression. 

The fashion industry's pivot to incorporating vintage and upcycled fur, alongside the growing thrift culture among younger consumers, highlights a shift towards more sustainable and ethical fashion choices. However, the challenge of distinguishing between upcycled and newly harvested fur presents a moral dilemma, underscoring the importance of transparency and responsibility in fashion design and consumption. This trend's evolution from a social media phenomenon to a broader cultural shift illustrates the power of Gen Z and millennials in reshaping fashion narratives. We can see how there is a need for advertising and product development to align with the values of sustainability, authenticity, and ethical considerations. As brands navigate this landscape, the responsibility lies in promoting products that not only cater to aesthetic trends but also resonate with a generation that values action over words. These trends illustrate the importance of understanding consumer motivations at a granular level, enabling advertisers to craft messages that resonate deeply and drive engagement.

‍

The power of knowing the consumers ‘Job’ on TikTok

On platforms like TikTok, users are often looking to achieve multiple "jobs," including entertainment, learning new skills, discovering new products or trends, and connecting with communities that share their interests. Each of these represents an opportunity for brands to engage users in a meaningful way by facilitating the accomplishment of these jobs.

1. Entertainment and Discovery: One of the primary jobs TikTok does for consumers is providing entertainment and helping them discover new content, trends, and products. Brands can leverage this by creating content that not only entertains but also seamlessly introduces their products or services in a way that feels natural and engaging. This approach can transform passive viewers into active participants and potential customers.
   ‍
2. Educational Content: Another job consumers hire TikTok for is learning new things, whether it's a life hack, a makeup tutorial, or a cooking recipe. Brands can capitalize on this by creating informative content that addresses specific needs or curiosities. For example, a kitchenware brand could create videos showing how to use their products to solve common cooking challenges, directly aligning with the job consumers are trying to get done.
   ‍
3. Community and Belonging: TikTok users often seek to connect with others who share their interests, values, or experiences. Brands that understand this job can create content or challenges that foster a sense of community and belonging. By doing so, they're not just selling a product but also offering a sense of identity and affiliation, which is a powerful motivator for engagement and loyalty.
   ‍
4. Self-expression: Many users turn to TikTok as a platform for self-expression and creativity. Brands that recognize and facilitate this job can encourage user-generated content that features their products in creative ways. This not only provides the consumer with a platform for expression but also turns them into brand ambassadors, amplifying the reach and authenticity of the message.

‍

Examples of brands who have effectively tapped into TikTok culture

1. The Revlon One-Step Hair Dryer

This product became a sensation almost overnight, thanks to numerous TikTok users sharing their transformational blowouts. Revlon capitalized on this by encouraging more user-generated content, showcasing the diverse range of hair types and styles that could benefit from their product, further amplifying sales. Additionally, this product positioned itself as an affordable substitute for the Dyson hair wrap.

2. Duolingo

Duolingo,a popular language-learning app uses gamified lessons to teach various languages and has triggered significant discussion online due to its persistent daily notifications to encourage users to complete lessons. Rather than taking offense, Duolingo embraced the humor, creating TikToks that portrayed Duo as a humorous yet menacing figure who pursues users to ensure they complete their lessons, use Google Translate, and other related tasks. This clever marketing move resonated with the TikTok community, rapidly boosting brand awareness and demonstrating to other brands the value of engaging younger audiences through current trends and authentic content on social media platforms.

‍

‍

What this means for brands today

In conclusion, the future of advertising lies in its ability to understand your audience deeply, engage them authentically, and be present in the moments that matter most.

1. Explore product-led marketing strategies.
   ‍
2. Tap into consumers' jobs to be done (need to explain how this is different from what they're doing today and the power of understanding emotional / social jobs). 
   ‍
3. Shift from advertising to conversations (i.e. community-based) - argue that in many cases TV isn't required, and the power of social driven marketing is clear.

‍

The key insights

• As digital platforms become increasingly integrated into daily life, brands must develop dynamic, interactive, and socially driven marketing strategies that are not only product-focused but also deeply attuned to the consumer's evolving needs and the contexts in which they engage.

• Brands can create content that truly resonates with consumers by utilizing the 'Jobs to be Done' (JTBD) framework to understand the underlying reasons consumers purchase products—to fulfill specific needs or jobs in their lives. This is especially applicable to younger demographics like Gen Z, who prioritize authenticity and personal expression.

• Brands must leverage these new forms of engagement, shifting from pure paid advertising to creating conversations and communities around shared values and interests. This way they can seamlessly integrate into the content that consumers are already consuming and remain relevant and persuasive in a marketplace that values dialogue over monologue.