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In the present day, it seems that the majority of brands have taken to social media, establishing platforms to expand their brands. These accounts most commonly find success on apps like TikTok or Instagram, especially when they let younger members of the company, specifically those who are Generation Z, take charge of the account. Companies like Duolingo, Nutterbutters, Life360, and Fruit Roll-Ups have seemingly taken part in acclimating to what is trending.
Zaria Parvez(right) and the Duolingo Owl(left) are the team that runs one of the most successful corporate company accounts on TikTok.
Company accounts like these have been credited with posting strikingly odd content to follow along with trends. Nonetheless, they have remained extremely popular, with certain accounts gaining millions of followers. But, it isn’t just the company’s good marketing; the people running these accounts have managed to “gain traction” and “help companies connect and expand their brand” to a seemingly distant generation(Avonworth teacher Ahmed Affenah). They have people going even as far as to say that “Having people [around] my age run accounts like these makes the videos they post feel less like ads and more like entertainment”(Ninth-grade student JoAnn Cook). It seems that letting younger generations run these accounts is opening the market and expanding brands beyond traditional marketing strategies.
Duolingo’s current follower count. Since letting a Generation Z employee take over the account, their followers have climbed from 50,00 to 13,800,000.
Aside from growing followers and expanding marketing strategies, these accounts have also opened companies up to new audiences. On the Nutterbutters TikTok account, viewers have commented saying things such as, “Nutter Butters definitely has a Gen Z on their marketing team, and I’m here for it” or, “[I] actually started buying these cookies because of these videos”(Nutter Butters TikTok comments). These comments are just a few examples of how marketing like this can add additional customers for companies and help brands regain a sense of traction. Comments like these aren’t just generated by bots, with people at Avonworth even having similar things to say. Twelfth-grade student Grace Bechtold stated, “I find them so funny, and I feel like with Gen Z running these accounts, the companies can have much more influence on the younger generations.”
Overall, it would appear that letting Generation Z staff be in charge of these social media accounts has branched companies to new groups of people and introduced their products to fresh audiences. Based on these people’s opinions, they give the impression that allowing younger staff members from companies to lead projects can be beneficial in more ways than one.
