Billie Eilish and Lil Nas X lead the way for brands that want to forge meaningful connections with Gen Z and top the charts.

For example; Make entertainment, not advertising. Tease, don't tell.

Think about your communications channels the same way you think about new products. Nobody would seriously propose an "omniproduct" strategy.

One reason: Podcasts are appointment listening.

What happens when the place where your consumer is actually buying your brand turns into a direct competitor, eating up your market share?

For one: Pay attention to societal trends. The rise of the young Muslim consumer arguably kicked modest fashion into overdrive.

Bad names can happen when companies get carried away being "kree8tiv."

It has become a central battleground for the cultural wars in the U.S., pitting multiculturalism vs. assimilation.

With its steady rise, the platform is testing more advertising capabilities, with more brands exploring new opportunities on it.

One tip: Pick a location with a "wow" factor.