Viral TikTok videos have caused sales spikes for books and songs from decades past, hinting at how the platform has become a potent source of recommendations. How can brands tap into this promotional power while maintaining the authenticity and creativity that Gen Zers expect?

Olivia Rodrigo and her deeply personal music have become a talisman of authentic storytelling for Gen Zers. The ubiquity of her music on social platforms points to a digital-first, proudly vulnerable type of confessional teen angst, signaling how Gen Zers create cultural moments.

Short-form video is the media of choice for younger generations, which has been pivotal to the success of TikTok. But longer-form content can keep people watching for longer so the platform is upping the maximum possible length of videos to ten minutes, to offer users more room to get creative.

HBO’s hit-show Euphoria is a coming-of-age teen drama that illuminates the experiences of Gen Zers as they navigate life. Exploring themes such as drug abuse, mental health, sexuality, and friendship, does this cultural touchpoint resonate through the characters’ fashion and beauty choices?