“I think the biggest thing is don't try to make anything that you don't understand already — like don't try to guess. Don't try to be Gen Z if you're not Gen Z. It's being yourself, knowing what you know and not trying to guess at it.”

Only make content you genuinely understand — guessing at trends reads as fake instantly

TikTok audiences have an immediate filter for inauthenticity. The classic brand mistake is trying to replicate a trend without understanding why it resonates — the result is cringe that poisons the brand. Maddie Kirby's rule: if you don't natively understand the format you're attempting, don't attempt it. Authentic content in your actual register outperforms performed trendiness.