The Influence of TikTok: How Celebrities are Rebranding Themselves for Gen Z
In the fast-paced world of social media, TikTok has emerged as the undisputed king of Gen Z entertainment. With over a billion active users globally, the platform offers short-form, highly engaging content that captures the fleeting attention span of young audiences. But it’s not just an app for viral dances and funny lip-sync videos—it’s also become a powerful tool for celebrities to rebrand themselves and stay relevant with the next generation of fans.
As the entertainment industry evolves, stars are realizing that connecting with Gen Z requires more than polished Instagram photos or carefully curated PR campaigns. TikTok offers a raw, authentic, and often quirky window into the personalities of celebrities, helping them build deeper, more personal relationships with younger audiences. Here’s how some of the biggest names in Hollywood are harnessing TikTok to rebrand themselves for Gen Z.
- Will Smith: The King of TikTok Authenticity
When Will Smith joined TikTok, he didn’t just dip his toe in the water—he dove in headfirst. Known for his roles in iconic movies like Men in Black and The Fresh Prince of Bel-Air, Smith has transitioned from Hollywood icon to TikTok superstar. With his mix of high-quality production, behind-the-scenes looks at his life, and humorous skits, he’s garnered over 75 million followers.
What sets Smith apart is his ability to blend the aspirational with the relatable. While his videos are often polished, they maintain a sense of humor and authenticity that resonates with Gen Z. Whether he’s poking fun at his own career, collaborating with TikTok influencers, or doing stunts, Smith’s TikTok presence shows that even a mega-star can connect with young audiences by not taking himself too seriously.
Key to Success: Balancing high-quality content with authenticity
Gen Z Appeal: Humor, relatability, and nostalgia
- Doja Cat: Using TikTok to Dominate Music Charts
Few artists have harnessed TikTok’s power like Doja Cat. In fact, her rise to stardom is closely tied to the platform. Her 2019 single “Say So” became a viral sensation on TikTok, with users creating millions of dance videos set to the song. The viral dance not only helped “Say So” top the charts but also catapulted Doja Cat into the mainstream spotlight.
Doja Cat’s success on TikTok goes beyond a single hit. She regularly engages with her fans on the platform, posting everything from casual, goofy videos to sneak peeks of her music. By embracing the playful, quirky nature of TikTok, she’s become a favorite among Gen Z, who appreciate her unapologetic authenticity and ability to not take herself too seriously.
Key to Success: Viral music paired with fan engagement
Gen Z Appeal: Playfulness, music that drives TikTok trends
- Jason Derulo: Reinventing Himself as a TikTok Star
While Jason Derulo was already a successful artist with chart-topping hits like “Whatcha Say” and “Talk Dirty”, TikTok has given him a complete rebranding. Derulo has masterfully utilized the platform’s algorithm, consistently posting highly engaging and creative videos, often involving elaborate stunts, dance routines, or clever transitions. His content feels made-for-TikTok, with its polished yet lighthearted vibe that has earned him over 60 million followers.
What sets Derulo apart is his ability to embrace TikTok trends while injecting his unique flair. By collaborating with influencers, taking part in viral challenges, and mixing music with visual creativity, Derulo has turned TikTok into a key component of his brand, helping him remain relevant with Gen Z long after his initial music success.
Key to Success: Leveraging TikTok trends and creating highly visual content
Gen Z Appeal: Dance, music, and over-the-top creativity
- Bella Hadid: Shifting from Supermodel to Social Media Icon
Supermodels have long relied on traditional forms of media—magazines, runway shows, and ad campaigns—to maintain their star power. However, Bella Hadid has made the shift to TikTok to show a different, more personal side of herself. While Hadid’s Instagram is full of high-fashion, carefully curated content, her TikTok offers a more laid-back, humorous take on her life.
Hadid’s use of TikTok allows her to break away from the often unattainable perfection associated with being a supermodel. She shares makeup tutorials, behind-the-scenes moments, and funny, unfiltered videos that show her quirky side. This level of relatability, combined with her glamorous career, gives Gen Z a chance to connect with her in a more personal, authentic way.
Key to Success: Balancing glamour with everyday relatability
Gen Z Appeal: Unfiltered access to the life of a supermodel
- Lil Nas X: Building a Brand through Humor and Boldness
Lil Nas X is the perfect example of how a celebrity can leverage TikTok to expand their brand, particularly through humor and bold self-expression. After his breakout hit “Old Town Road”, Lil Nas X embraced TikTok as a platform for self-promotion, but in his own unique way. Known for his comedic timing, viral memes, and unorthodox marketing, he uses TikTok to make bold statements—both about his music and his identity.
His TikTok content ranges from promoting new singles to cheeky responses to criticism, all while maintaining a fun, lighthearted tone. His authenticity and willingness to engage with fans on a personal level has made him a Gen Z favorite. Lil Nas X’s ability to fuse humor, music, and his bold persona has solidified his place as one of the most influential Gen Z icons.
Key to Success: Combining humor with bold self-expression
Gen Z Appeal: Music, LGBTQ+ representation, and unfiltered authenticity
- Selena Gomez: Empowering Through Authenticity
Selena Gomez has long been a household name, but TikTok has allowed her to rebrand herself as an open, vulnerable, and relatable figure. Gomez uses TikTok to share lighthearted moments, but she’s also deeply with her fans, especially Gen Z, who value transparency and vulnerability in their role models not afraid to dive into more serious topics like mental health. Her authenticity has resonated
Gomez also uses TikTok to promote her beauty line, Rare Beauty, which focuses on self-acceptance and empowerment. By using the platform to authentically engage with her audience, Gomez has found a way to connect on a deeper level, making her a beloved figure among younger fans.
Key to Success: Authenticity and advocacy for mental health
Gen Z Appeal: Transparency, self-empowerment, and relatability
Why TikTok is Key to Reaching Gen Z
Unlike previous generations, Gen Z values authenticity over perfection. They want to see the unfiltered, real versions of their favorite celebrities, and TikTok provides the perfect platform for that. The app’s algorithm rewards content that feels raw and genuine, which is why celebrities who are willing to show their true selves—imperfections and all—are thriving on the platform.
For celebrities, TikTok is more than just another social media app; it’s a way to stay culturally relevant and deeply connected to the next generation. By embracing the playful, experimental nature of the platform, stars can foster real, lasting relationships with their fans while showing a side of themselves that audiences don’t see in traditional media.
The Future of Celebrity Rebranding
As TikTok continues to dominate the social media landscape, it’s clear that celebrities will keep using the platform to rebrand themselves for a new generation. From music stars like Doja Cat and Lil Nas X to Hollywood icons like Will Smith, TikTok offers a unique opportunity to connect with Gen Z in a way that feels fresh, authentic, and exciting.
The stars who succeed on TikTok are the ones who embrace the platform’s quirky, fast-paced, and ever-changing trends. Whether they’re creating viral dances, sharing unfiltered glimpses into their lives, or using humor to break down barriers, TikTok is shaping how celebrities are perceived by the next wave of fans. For Hollywood’s elite, the road to staying relevant is now paved in 15-second clips.
