One million neighbors…and counting

Less than two years after launching his TikTok account, Jake from State Farm^® has reached 1 million followers on the social media platform.

In addition to his distinctive persona and good neighbor vibes, State Farm^® also uncovered a unique opportunity with Jake to differentiate him from other spokespeople on social channels. Instead of focusing on traditional insurance messaging of preparedness and protection, Jake focuses on a culture-first storytelling approach.

While the State Farm brand is universal, Jake’s growing TikTok followers and engagement metrics show that Gen-Z and Millennial users are intentionally seeking out, relating to, and engaging with the brand through Jake as a cultural figure.

“Jake from State Farm has been an incredible asset to connect us with Gen Z and Millennial audiences,” says Alyson Griffin, State Farm marketing vice president. “We are so proud of all the hard work our Marketing Department and marketing agencies have put in to make Jake a relatable character and spread the good neighbor spirit.”

Jake’s most engaging content has been tied to lifestyle moments — moments where he shares his unique perspective as well as an exclusive view into brand happenings.

Alyson adds, “Through collaborations, joining trends, and offering incentivized challenges to his followers, Jake has reached 1 million followers on TikTok — and we couldn’t be more excited.”