The key is understanding that authenticity is what younger generations want and how brands give it to them may look very different.
Because of its spontaneous nature, TikTok would allow for those behind-the-scenes views that Gen Z and Millennials crave. Ironically, on TikTok such authentic content is unfiltered and less edited. On Instagram authentic can mean the opposite, with the expectation to reveal something awe-inspiring about how the brand creates its experience through a beautiful aesthetic. The key is understanding that authenticity is what younger generations want and how brands give it to them may look very different.