How Aussie brands can use TikTok codes of joy to target Gen-Z and Millennials


Social media has become a crucial aspect of marketing strategies in today’s digital age. Amongst the various platforms available, TikTok has emerged as a powerhouse for millennial and Gen-Z audiences. A recent report by the platform has identified four joy codes driving engagement amongst these groups. Brands can leverage these elements to connect with their audiences and create a marketing strategy that resonates with them.


The first code of joy, ‘Me,’ emphasizes the value TikTok users place on self-expression, individuality, and uniqueness. Brands can guide and inspire users to make sense of and share things.



The second code of joy, ‘We,’ highlights the need for Australians to feel a sense of belonging and connection. Brands can build their presence by partnering with ambassadors and creators who share the same values as their audience. It’s crucial to support affected communities, offer mutual aid, and discuss important issues.



The third code of joy, ‘Purpose,’ emphasises self-improvement through learning and growing. Brands can tap into this by encouraging users to pursue their quests for self-enhancement and improvement. This will help users sustain a new way of living and become more motivated and engaged. Health, wellness, food, and fitness brands should aim to inspire a healthier and motivated ‘me’ for Australians on TikTok.



Finally, the fourth code of joy, ‘Play,’ is all about entertainment and serves as a form of release and relaxing. Australians have a solid national identity centred around entertainment and enjoy sharing stories that have shaped their personality. Brands can take advantage of this by tapping into moments and perspectives that bind their audiences. One effective way to do this is by creating music that links to nostalgia, a powerful tool for sparking joy.

‘And Joy’ 


By understanding what brings joy to Australians and using the four aspects of ‘Me,’ ‘We,’ ‘Purpose,’ and ‘Play,’ brands can create authentic and engaging content that resonates with their audiences. TikTok provides a unique opportunity for brands to connect with their audiences and develop a marketing strategy that is authentic, captivating, and effective.

To do well on TikTok, you need to create content that makes people happy. This could be by being yourself, bringing people together, inspiring self-betterment, or just offering fun.



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