Gen Z is turning TikTok into more than entertainment—it's a platform for identity, influence, and business. Unlike past generations, Gen Z builds personal brands early, using content to shape culture and drive purchases. With 70% saying creators impact buying decisions, TikTok has become a marketplace, portfolio, and cultural hub. Brands that partner authentically with Gen Z creators gain real influence, while those ignoring the shift risk being left out of both the conversation and the cart.
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