Walmart is going after Gen Z with a new TikTok channel dedicated to interior design. YPulse’s No Place Like Home trend research found that the pandemic has helped Gen Z and Millennials channel their homebody tendencies, with 78% of young people saying they are trying to make their home a nicer place to spend time, because of COVID-19. Now, Walmart is going after young people’s interest in interior design by doubling down on their TikTok strategy with a new home channel dubbed 4Walls. The retailer is leveraging both paid and organic content on its new channel, while working with TikTok influencers to produce trend-driven content and DIY videos (4Walls launched in mid-July and already has more than 130,000 followers and nearly 400,000 likes). With no single retailer owning the home/interior design market on TikTok yet, Walmart’s 4Walls channel hopes to be a go-to destination for Gen Zers who are decorating their first homes, apartments, and college dorms. (Digiday)
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