Celebrities had long been the cornerstone of traditional advertising. Hollywood stars with big names meant big influence—or so brands had believed. But today, British Gen Z shoppers are flipping the equation on its head. In a dramatic cultural reversal, younger audiences now trust TikTok influencer marketing over traditional celebrities when it comes to product promotion, brand communication, and authentic engagement.
This phenomenon is revolutionizing how brands are marketing to Gen Z. Instead of shelling out money on celebrity endorsements, brands are going to TikTok ad services that introduce them to influencers—creators who are less distant stars and more like friends. These influencers are trendsetters, yes, but also Gen Z's go-to confidants.
In this article, we examine why this change in trust is happening, how companies can evolve, and how tiktok for business, TikTok advertising, and successful influencer collaborations are helping companies build stronger, authentic relationships with Gen Z in the UK.
Decoding Gen Z Preferences
A Generation That Values Authenticity and Relatability
British Gen Z have been exposed to advertisements since they were born. Therefore, they're hyper-sensitive to anything they see as being artificial. While celebrities provide smooth, scripted endorsement, TikTok influencers are caught on camera documenting their real lives, including mistakes and letdowns and opinions.It is this openness that charms them to Gen Z viewers. TikTok creators tell stories that connect—be it an authentic skincare review, a mental health journey, or an inside look at a product test. They are constructed around authenticity, and brands leveraging tiktok ads services can amplify authenticity instead of writing over it with ad language.
Peer Referrals More Valuable Than Status Symbols
To previous generations, if a product was endorsed by an actor or sports icon, it automatically gained legitimacy. But Gen Z operates under different presuppositions. They subscribe to peer-to-peer content, real user experiences, and real community engagement. A 20,000-TikTok follower influencer who actively responds to comments and is posting daily content is a more powerful influencer than a Hollywood star with millions of followers.Influencer social proof is far more powerful than message top-down. That is why TikTok ads work so well—brands are now able to insert themselves directly into community-narrative storytelling instead of being seen as intrusive outsiders.
They Prefer Immersive, Real Ones
One of the best things about TikTok is its format. Unlike Instagram or YouTube, TikTok has been built around interactive components: duets, stitches, comments, and trends. British Gen Z aren't just sitting back and viewing—there is mixing, participation, and responding back to creators.This participatory culture makes influencer content longer-lived and more deeply resonant. When companies employ the ads feature on TikTok, they're able to take these engaging moments—such as a viral challenge or product unboxing—and bring them to thousands or millions more without losing the intimacy that makes them effective.
Implications for Brands
Today's Influencers Span the Gap Between Brands and Gen Z
If brands are to connect with Gen Z, they must join them where they are already hanging out—watching, commenting, and creating on TikTok. That means reimagining influencer partnerships as not one-time endorsements, but as campaigns that are driven by community.Influencers who are already enthusiasts of a product are the best brand ambassadors. What they're creating isn't being consumed as advertising—it's being consumed as a narrative. Clever marketers are shelling out money for TikTok ad services to discover such creatives, implement targeted collaborations, and observe what works best with this difficult-to-reach audience.
Transparency is the Signature of Enduring Power
Gen Z values transparency not only in the ingredient or price of a product, but also in collaborations. They expect influencers to be honest about sponsored posts, and they value brands that allow creators to be honest even when the content is negative.Too much scripting or over-branding influencer marketing doesn't fly on TikTok. Brands must give room for creators to speak in their own voice, even if it's an impromptu product demo or humorous spin on a campaign. TikTok marketing services uk works best when it seems to be organic and consistent with a creator's natural voice.
TikTok Ads Services Are the Key Driver of Effective Influencer Concepts
Organic reach is robust on TikTok—though it's volatile at times. That's why smart brands are tapping into TikTok ad services to:- Scale content from influencers with high engagement
- Use Spark Ads to market creator videos without compromising authenticity
- Retarget users who had interacted with influencer content
- Monitor conversion metrics that will guide future campaign optimizations
- A/B test ad creatives on several influencers to amplify the champion
This influencer-boost hybrid—blending influencer material with paid publicity—is fast becoming a gold standard for modern-day Gen Z advertising.
Real-Life Examples of Gen Z-Driven TikTok Campaigns
Case Study 1: Gymshark
British sportswear brand Gymshark has built its whole brand on influencer collaborations, with a special emphasis on TikTok and Instagram micro-influencers. Instead of using celebrity endorsers, Gymshark works with ordinary athletes and fitness enthusiasts who embody their "conditioning for life" philosophy.Their TikTok advertisement campaigns often incorporate real workouts, product reviews, and day-in-a-life vlogs from such influencers. Due to tiktok ads services, Gymshark promotes best influencer content, delivering high engagement and direct sales.
Case Study 2: The Ordinary
This beauty company became a TikTok sensation as a Gen Z trend with teaching videos, ingredient transparency, and user reviews. They joined forces with skin care professionals who explained the science of the ingredients—something that completely resonated with Gen Z's curiosity and research-driven nature.Through TikTok promotion, The Ordinary managed to leverage organic traction and capitalize on it—fuelling incredible e-commerce growth in the UK and beyond.
Creative Concepts for Engaging British Gen Z on TikTok
- Micro-Influencer Series: Feature different UK-based TikTok micro-influencers on a weekly basis, showcasing how they use your product in their daily lives.
- Behind-the-Brand: Ask influencers to take followers behind the scenes of your brand operations with transparency of manufacturing or sourcing.
- Duet a Challenge: Make a campaign where the influencers ask their followers to duet them with your service or product, making the passive consumers active producers.
- Gen Z Q&A Series: Sponsor influencers to answer their fans' most asked questions about your product to clarify and build credibility.
- Value-Based Collaboration: Collaborate with influencers who have similar social causes or values Gen Z cares about—mental health, sustainability, and diversity—and co-create content around them.
Call to Action
To reach British Gen Z requires more than glitzy new commercials and celebrity endorsements—it requires trust, interactivity, and authenticity. TikTok influencers have become the new gatekeepers of trust. The brands that embrace that shift and use TikTok-native methods will be the ones that break through a denser digital landscape.
Ready to design interesting, authentic Gen Z campaigns?
The Short Media offers cutting-edge TikTok ad solutions that combine data, creativity, and influencer insights.
Partner with The Short Media today and advance your TikTok marketing