The death of TikTok ads, TikTok Shop, and creator product placement?

This creator provides a brilliant piece of commentary on how my generation (Gen Z) recognises and makes decisions about current marketing media: tiktok.com/@lucysevil

LinkedIn - The TikTok expert generation is going as far as blocking brands and creators that serve unwanted ads. Trying to get around that by placing a white object behind that ad tag to hide it? Gen Z is onto you there too. A digitally intelligent generation that champions mental health also happens to be one that has a keen eye for spotting manipulation and cutting ties without a second thought.

As this creator describes, if a product is mentioned halfway through or towards the end of the video, we experience a sense of betrayal. The discomfort and coercion contribute to a growing frustration, quickening the pace of hitting the block or 'not interested' buttons on this type of content. I have attached some of the conversations happening in the comments section of this video that also mention calling out brands that fail to disclose their ads.

What's the answer?

• Treat your TikTok audience as smart decision-makers. Coercive tactics, positioning, and messaging risk your brand receiving backlash and permanent damage to its reputation.

• Earning trust is delicate but important. This is a relationship first, and a sale later.

• Review your target audience for Q1 2024 and get specific.