brands on tik tok are trying to be “relatable” and it’s... painful

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brands on tik tok are trying to be “relatable” and it’s... painful
Hey everyone welcome back to my channel! Today we're going to be looking at tiktok which we haven't done in a while! Previously we've looked at anything from creepy tik tok povs to fake property brothers and how tik tok has made being not like other girls trendy again but I thought we could look at something a bit different happening over on the app- brands. In the past few years brands have been everywhere online and it's no surprise that they'd all flock to tik tok once the app became popular but what's really interesting is the way brands are acting on there versus any other platform. the closest comparison would be to the trend of brands on twitter trying to join in on memes and jokes but I think brands on tik tok are taking it a step further, they don't want to just be funny, they want to be quirky and relatable which... seems impossible considering they aren't a person... they're a brand lol.
That hasn't stopped a lot of brands from trying though so I thought we could check out some bad examples as well as some brands who have actually somehow pulled it off like duo lingo's tiktok account. I also thought this would just be a good opportunity to talk about how brands try to insert themselves into the conversation on social media in general to promote themselves, specifically on not just tik tok but also twitter and how... awkward some of the attempts have been.
i also have a tiny conspiracy that the rise of fake influencers on tik tok might mean that we'll be seeing fake influencers hired by brands as spokespersons for their products in the future. very black mirror and probably wont happen for a while tbh but i thought it'd be interesting to share and hear what you guys thought about it lol. like i mentioned in the video i think everyone's opinions on brands and how they act online vary quite a bit so definitely share how you feel about them and whether there are things they do/don't do that make you more receptive to them online in the comment section! hope you guys enjoy the video and I'll see ya THERRREEEE :)
also if you wanna support the channel you can subscribe and like the video, it really helps me out! you can also turn the post notifications on to be notified everytime I upload but otherwise thanks again for watching :))
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3 окт 2024

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Комментарии : 837

@mars_is_cooler 2 года назад

“Hello fellow tiktokers, I also enjoy sleep, food and Wi-Fi”

@AxxLAfriku 2 года назад

@@caseyaonso4270 HELLO!!! I want to spend time with celebrities. Just kidding. GAGAGAGAGA! I only want to spend time with my two girlfriends and record videos for RU-vid with the 3 of us. OH YEAH. Don't hate me for living the best life, dear ca

@chikentendersandfries 2 года назад

@@AxxLAfriku no one cares delete ur account

@simplykathrynrebeca 2 года назад

@@AxxLAfriku I- i can’t tell if this is a joke or not lmao

@fllowerboy 2 года назад

@@AxxLAfriku oh my god not you again

@rainbowMFdash 2 года назад

Hello fellow tiktokers, you look particularly bussy slay the boots down today. Care for some chicken nuggets? Now only 1 dollahs!

@ruben4788 2 года назад

I'm convinced the "workers" at Duolingo are actually people who didn't finish their language lessons and now they're trapped and have to make tik toks or else they die

@lia9214 2 года назад

Honestly wouldn't put it past that owl

@thevideoofdiariesofagregin9517 2 года назад

is that my future?

@thevideoofdiariesofagregin9517 2 года назад

guess I’ll die then 🤷🏼‍♀️

@gaiuswoltislovewoltislife6661 2 года назад

I always found corporate social media somewhat terrifying. They give me these...like almost dystopian vibes.

@gowongoaway 2 года назад

Wym?

@legoyoda2773 2 года назад

@@gowongoaway wym wym? Its classic, giant soulless corporations acting like average people and trying to fit in so you dont think about them as entities with the sole purpose of generating profit above all else. When people say things, they mean them. When a corporate social media acc says something, theyre just doing it for gain and its completely empty, hence the eerie dystopian feel. In conclusion, fuck capitalism

@lyndagraziano2634 2 года назад

RIGHT something about an entire army of workers presenting as one person is weird

@alleycat2297 2 года назад

as someone working in social media for brands, you are absolutely correct.

@lydiaaa5628 2 года назад

late stage capitalism in a nutshell tbh

@aleak2385 2 года назад

everyone makes fun of tumblr but the site is quite literally so against ads that advertisers consider it a 'hostile environment' and its quite literally barren of mainstream brands

@FissionCube 2 года назад

the way that advertisers have to make their ads in order for it to work on tumblr is so absurd that i honest to god dont even mind when i see an ad

@Jukajobs 2 года назад

and they're often a lot less targeted. so sometimes it's just funnier to see an ad for, idk, pills that supposedly bring back the virility of men over 40 when you're a 23y/o woman or something like that than to see something that makes you feel like someone was reading your mind. this isn't always the case, of course, but generally ads tend to feel less aggressive over there, so i hate seeing them sliiiighly less

@razzle8140 2 года назад

Hell yeah!! Love hearing that. It's been forever since I've been on there and forgot about that side to Tumblr. Wish there was more push back against advertising.

@liyahliyah694 2 года назад

And we love it that way!

@AriaLouisa 2 года назад

That’s why tumblr will remain elite tbh

@totallyawesome7768 2 года назад

Casey are you sure you want to start beef with Duolingo. There's like a 50/50 chance that the Duolingo bird will begin stalking you.

@justjulie1113 2 года назад

@@caseyaonso4270 say "please don't take my family" in Spanish

@annac.6863 2 года назад

Do ur duolingo before it’s too late

@kiki8792 2 года назад

@@justjulie1113 Spanish or Vanish 😍💅

@AS-zz2ke 2 года назад

Duolingo is one of the few brands that does it right imo. They are always super fast in following trends and they incorporate jokes from their community as well. I still think it is a bit scary how good they are at selling the brand but it is at least less cringe than some other brands.

@aberdeen0107 2 года назад

I totally agree! Also Duolingo has a free app so it doesn’t seem that bad

@konstance13 2 года назад

Duolingo is the only company I follow on tik tok bc they do make me laugh off and on

@summer-xt1gg 2 года назад

I just know it’s some unhinged millennial girly with her marketing degree LOL

@sshernandez810 2 года назад

And their unrequited love of Dua Lipa

@cirquedefreak7329 2 года назад

agreed but i still have yet to follow any corporate brand on tiktok since it's all just a marketing ploy

@nataliadavila7754 2 года назад

I don't know if anyone else has seen this, but in TikTok Mexico, actual government organizations like INE (the literal institute in which you VOTE) post anime edits 💀💀💀 it's dystopian at this point

@justjulie1113 2 года назад

WHSGSGD WHAT 💀😭😭

@iminpayne4042 2 года назад

or that one mexican news station that built off the online horror community by posting creepy videos at 3AM

@FirstnameLastname-jo7sc 2 года назад

Wtf

@bajabl 2 года назад

@@iminpayne4042 which one??

@anromeow 2 года назад

okay pero hay unos vídeos que si dan risa 😭 justo había pensado en eso jajaja (also I hope you do speak Spanish otherwise this is very embarrassing for me lol)

@smallpaperstars 2 года назад

The most depressing one to me was the Kum&Go thing, where this tiktoker put out this narrative that he’d pranked the convenience store, got a ton of clout, and they ended up naming a meal after him. It turned out the whole time he’d been working with Kum&Go. I went from being excited for him to basically deciding to never go to a Kum&Go again. This whole relatability thing comes at the cost of destroying trust and it’s so icky

@graysonwalker2297 2 года назад

Really?!?!?! No way! I thought that was a super fast turn around, and was kind of shocked theyd actually make a company wide meal after him,but to k ow it was staged 😯

@magicalgirlmelanie 2 года назад

Oh yeah he lost my follow for sure over this

@blue-dabad33 2 года назад

was that the guy who made a huge cutout of himself and put it in the store? damn, i thought that was so funny too, though in hindsight, that prank-to-brand deal pipeline was a little too quick

@smallpaperstars 2 года назад

@@blue-dabad33 yes! I was literally so happy for him, and then I was like oh…another brand to add to my blacklist

@blue-dabad33 2 года назад

@@smallpaperstars i was so ready to blacklist them too then i remembered i don't even live in america lmao. they will forever be blacklisted in spirit though

@paigesherlock 2 года назад

I feel like the Denny's tumblr had to have been one of the first brands to do this!

@kit2060 2 года назад

when i learnt sarah schauer basically ran the whole thing it suddenly all made sense

@midnighteevee4246 2 года назад

Honestly I found the Denny’s tumblr quite funny and fresh back in the day, because they were one of the only brands to do this and their content was kind of tailored to fit the tumblr climate so it didn’t feel all too weird. Or maybe bc I was a dumb 13 year old? But they used to be quite universally liked on there. I would say it was only within the past 5 years that Denny’s tumblr began to fall out of favor with tumblr users, idk if it’s bc their jokes became stale or people began getting tired of the corporate relatability thing as more brands began to do it.

@ez3748 2 года назад

@@kit2060 omg mind blown that makes a lot of sense

@Flameclaw123 2 года назад

Yup! So many people point to Wendy's twitter as the earliest example but they forget that Denny's tumblr photoshopping the dashcon ballpit inside one of their restaurants was the BLUEPRINT lmao

@somedude172 2 года назад

@@midnighteevee4246 yeah i remember being 13 seeing those posts, i think it was way more believeable not only because of our age, but also that no one else was doing it. it didnt feel like a marketing ploy back then, i honestly didnt even believe it was the actual company's account for the longest time. it just felt like some random tumblr user who snagged the username and ran with it

@vsmith1688 2 года назад

I briefly worked in social media marketing after college, and it is seriously the most empty, soul crushing job on the planet. As cringy as it is, try to remember that the people making these posts aren't company bigwigs, they're kids fresh out of school making $12 an hour.

@alleycat2297 2 года назад

i feel seen :’)))

@aun7106 2 года назад

this comment terrifies me as someone who's gonna do internship as designer in marketing company

@dia.96 2 года назад

Girl I'm from an "underdeveloped" country they outsource our work to produce like 300+ images a month for them and paying us sweatshop salaries. It's crazy that people never talk about it. I'm in a "better" company now and them paying $3/$6 is considered an insane privilege. And ALL the clients are from the US/Europe so they can use cheap labor even for their socials and other stuff :/

@kiraraquel9163 2 года назад

@@aun7106 ive been both a social media marketer and a designer, being a designer isnt the same! it can be stressful but not in the soul crushing social media way

@mightymeatymech 2 года назад

@@dia.96 I'm embarrassed to admit I never thought of this as an american :/

@Classyelll 2 года назад

As cringe as this stuff is, I can’t lie, I’m a little obsessed with Duolingo TikTok

@Petdub 2 года назад

Same. I think the Duolingo team do it well.

@melmel1071 2 года назад

Do I have duolingo? No. Do I absolutely love their branding? Yes. I feel like they do have fun with it, and they take criticism with making it funny. It’s great tbh

@celestiacrystal9317 2 года назад

Yes!, I know the guy in the Duo suit and he’s just a chill fun worker from there

@melmel1071 2 года назад

@@celestiacrystal9317 that’s amazing! I’m so happy to hear he’s treated with respect 😭

@godiswithyou.5358 2 года назад

Me but w some sunny d tweets💀.

@sharkosupreme 2 года назад

hearing casey say "bimbofication" out loud made every bone in my body turn to dust

@policevanposition1993 2 года назад

Corporate relatability is the equivalent to "I'm not like other girls" meme.

@PasserMontanus 2 года назад

That doesn't make any sense.

@chewyah 2 года назад

@@PasserMontanus it does, many brands are trying to be relatable and adopt a somewhat "we're not like other brands, we're relatable and just like you" persona

@foximoxi8533 2 года назад

Honestly, brands trying to be overly friendly with the consumers honestly feels like a spit in the face. People are getting so fed up with these huge mega brands barely paying people minimum wage and no benefits just for them to attempt lame ass jokes on Twitter. We’re not here for it. It’s annoying.

@joachimseidel1400 2 года назад

The most annoying thing about this are the many brands flooding viral TikTok comment sections trying to be funny

@akashkhan4655 2 года назад

thats why i block em

@blue-dabad33 2 года назад

brands pretending to be relatable just gives me parents trying to be 'hip' and 'down with the kids' energy, like when my mom got weirdly into dabbing in like 2018 (i.e. long after dabbing stopped being cool). it just hurts on a psychological level

@AngelCaz7 2 года назад

OH NO😭😭 plz tell me she didn’t dab around ur friends

@blue-dabad33 2 года назад

@@AngelCaz7 bestie she forced us to dab in photos and posted them on facebook i was MORTIFIED

@AngelCaz7 2 года назад

@@blue-dabad33 NOOOO 💔💔💔

@kyn354 2 года назад

@@blue-dabad33 queen i’m praying 4 u 🥺

@rebeccabroy586 2 года назад

My guess for why tiktok doesn’t have the “silence brand” thing is just that it’s user base is younger, Twitter has lived through years of “relatable brands” and interactions between brands etc. Twitter users remember it and have been dealing with it for years. Tiktok has been cursed to repeat everything that happened in older social media’s, like that joke that tiktok is just the new tumblr

@rebecca537 2 года назад

Exactly, you tell them its probably a social media managment team behind a corporate account on tiktok and theyd lose their minds 😭

@coyoteskip6302 2 года назад

All I want from brands is straightforward info on their products. Anything more than that is off-putting to me. If I want to buy something, I'll buy it; the more pressure I feel from a brand, the less likely I am to give them my money. Like, I have literally never eaten at an Arby's because their commercials annoyed me so much as a little kid, and now I'm nearly 25 and still just as annoyed by their marketing.

@jillianmorrison1959 2 года назад

arby's commercials are a special kind of hellscape that frankly should not exist

@wawaicedcoffee 2 года назад

WE HAVE THE MEAT

@antcoduras 2 года назад

i work in marketing and every time people say the people that run accounts are interns my heart cries a little..... but i totally get it!! still, we go through this long ass processes and so many supervisors have to approve the content before it gets posted, it kind of defeats the whole purpose?? like when you want to post something about a meme, it has to get approved by like two millenials and one boomer and you're posting it two weeks later with a bunch of modifications from the original idea then meme isn't even relevant anymore it's truly painful lol i think you can really tell when a marketing team trusts the person in charge of the account and just let's them create freely, everything feels way more natural, authentic, a good account that comes to mind is paper magazine i guess that's why i moved away from social media management, it's just exhausting and you feel like all of your ideas will always be rejected such a great video as always 🌟

@antcoduras 2 года назад

@@caseyaonso4270 yea and explaining a meme to a millenial while they're looking at me like 👁👄👁 is not something i'm willing to do again lol i'm working mainly with NGOs and i manage paid advertising online in a smaller ad agency so i'm enjoying it more!! taking the opportunity to say that i love your videos omg!!! have a good weekend ✨

@shesthebethest 2 года назад

I also work in marketing and 1000% agree with your sentiment about/reasoning for moving away from social media roles. It's exhausting, under appreciated and under paid. I definitely think Duolingo social team has that trust. Its really when it has to go through an old millenial or gen x who think they are cool that you end up with cringe.

@bellastrange7477 2 года назад

@@antcoduras As a millenial, please allow me to explain what is going on in the head of this person. Simultaneous relief and the uncomfortable realization of how quickly we were phased out as "the hot up and coming generation". First the media appealed to our ego, and then let us bask in this glory for a couple years. Then, just as quickly, they turned around, chewed us up and spat us out like the scum we were before turning their attention to you guys. I remember feeling the same level of cringe when I saw this type of thing several years ago. I am still cringing today. Please enjoy this brief reprieve before they turn on you too...it will come sooner than you think. I would like to see Casey's analysis of this phenomenon in the future.

@shesthebethest 2 года назад

@@bellastrange7477 agreed!!!!

@antcoduras 2 года назад

@@bellastrange7477 i completely understand!! i’m the only gen z in my office and i’m on the older side of the generation so there already are jokes i don’t understand and that’s fine!!! it’s a consequence of the market always wanting to target the youngest demographics and completely disregading the older ones, the transition between millenials being the ones being targeted by brands to gen z was so sudden i can completely understand that feeling of being phased out so quickly, i give it a couple of years until older gen z like me are the new millenials, hopefully i’ll be far as far away from social media management as i can by then lol

@NightmareLyra 2 года назад

I'm gonna guess they get less backlash on TikTok because the userbase leans younger and have less critical thinking skills about marketing, manipulation and in general are easier to amuse with easy jokes and memes. In other words, I think they're deliberately targeting kids with their advertising, which is all kinds of gross

@Unintelligentful 2 года назад

Or maybe people just smile and enjoy their life, enjoy a stupid meme, while you are overanalysing everything and being a fun vacuum. :)

@tflenderson9636 2 года назад

I think you're right, I saw people excited that Doja used the pattern in her video & it was obviously product placement

@timeforlaurynsopinion5138 2 года назад

omg yes exactly this

@zetjet9901 2 года назад

Yeah, I’ve even seen people in this comment section supporting the weird advertising these brands do, and while I’m not debating any of the humor on TikTok, etc. that those brand use, it’s still definitely a very manipulative tactic.

@Ray-zq1sp 2 года назад

@@Unintelligentful found the intern

@mayarae6272 2 года назад

whenever i see those posts i can't help but think of the undoubtedly underpaid media consultant forced to pipe out these "witty" tweets every single goddamn day

@jestenia590 2 года назад

So weird brands’ll essentially circle-back to just having a spokes person if they go with the hiring-actors-to-be-influencers route (them not being disclosed is shady af tho)

@cygnusvids 2 года назад

it does feel dystopian lmao. i feel like when brands lean into jokes that people outside the company started (such as duolingo) it comes off as them caring about their customers enough to be familiar with the way the company is perceived, rather than simply advertising by chasing 'hip and cool' and ultimately unrelated trends. still hate it though tangential but this reminds me of the time a friend of mine got a silly fandom doodle quote retweeted by cracker barrel without being asked beforehand or anything... it really feels like there's some line getting crossed when random people's content gets used to promote a brand without their permission

@justlola417 2 года назад

I wish she went deeper into that, because it's the worst part imo. At the end of the day, they're gaining customers and money out of stolen content. That's it. A bunch of people who come up with memes and internet trends are broke and could use the help, and big companies using that without paying is disgusting.

@PeppermintTeaPlz 2 года назад

This feels like the episode of Community when Subway enrolls a human-corporate entity student named Subway

@avalonbluee 2 года назад

i love that episode lmao

@midnighteevee4246 2 года назад

I actually prefer seeing regular old ads instead of this insidious shit where they pretend to be anything other than a soul sucking corporation using some poor underpaid intern to promote their brand. Whenever I see these weird brand internet personas it just makes me hate the brand more. Like you are not relatable you will never be relatable you are not a person you are a manufactured image designed to sell products and promote a brand image SHUT THE FUCK UP Someone needs to tell them that most people prefer it if they just advertised normally without using the AAVE... like the only people falling for this shit is perhaps very young teens on the internet because any well adjusted adult just sees it as what it is... corporate propaganda. But I guess that’s the point, these companies on tiktok are trying to target these young teens’ subconscious into thinking they’re cool and basically hoping this impression will last into adulthood and instill some brand loyalty in the future. Parasocial relationships with corporations? Now that’s some dark sided shit only capitalism can dream up.

@eldritchteletubby9319 2 года назад

Apparently the Ikea account was just dming random people "meatball" a while back. That's pretty funny, I can't lie. Edit: wtf have I started

@justjulie1113 2 года назад

meatball

@shannonceleste5557 2 года назад

meatball

@rockhistoria2537 2 года назад

Le meatball

@toketoke9479 2 года назад

meatball

@finn2828 2 года назад

Meatball

@lithium2000 2 года назад

Hey bestie! Hi! Corporate cringe is my ultimate hell.

@lithium2000 2 года назад

@@caseyaonso4270 girl you sure did slay me 💀💀

@mariansilverahariton4553 2 года назад

same

@jinsoulieeee 2 года назад

Back in around 2017 Chips A-Hoy (or however it’s spelled) hired a social media intern who happened to be a LOONA Stan. They tweeted a lot about the group, got a big following of Orbits (loona fans), and I think even got them a sponsorship so they could come to KCon LA (I’m not too sure about this one bc orbits lie a lot). So that was a pretty cool example of how brand relatability and connectedness can go really far! I cringe sometimes when I think of the tweets, but the fact that they even got the brand to sponsor the group is still pretty amazing to me

@emilyjohnson3813 2 года назад

wait can we also talk about how corporations want to be ur friend online but if an employee makes a fun harmless video at their job they get terminated. 🤨

@Clusterjams 2 года назад

I feel like this is already happening at least in youtube shorts. I've seen so many accounts with generic people names that are "employees" of subway, dairy queen, coldstone,etc that make food/ice cream treats while telling a relatable story about some "customer" they had that week. When like... of they were actually employees making food at these restaurants they'd absolutely be fired for doing so. It's really weird tbh

@Clusterjams 2 года назад

Loved the video btw!

@Narwhal39 2 года назад

Ben & Jerry's tends to succeed with earning the favor of the public not by trying to fit in with fleeting trands and slang, but through contributing to and advocating for political & social issues that are important to them. That's how you show that you take your target demographic seriously.

@HighAsHeckPriestess 10 месяцев назад

Which is how Ben and Jerry's has always been. Social justice and environmental causes are baked into the brand

@aineschmidt4881 2 года назад

I feel like denny's tumblr has been doing this for much longer and people forget how insane it was in the time because its so common now.

@nbv6975 2 года назад

Authenticity is one of the most desired traits of an influencer on the interwebs. And brands are so obviously not authentic you can’t even fool yourself into thinking they are. So trying to use the relatable, friendly meme/comment strategy will never work, because the reason it works for others is that they can at least pretend to be authentic while doing it.

@allisoncastle 2 года назад

When I was younger, I thought it was hilarious the way companies like Wendys tweeted. Now that I’m a bit older, I realize how obvious their intentions are and it’s just cringe lol

@TheKatarinaGiselle 2 года назад

You have literally THEE most relaxing, calming voice and energy.

@fairygothmother111 2 года назад

no actually tho even when her videos are chaotic her voice is so calming !! >.

@rainydayjules 2 года назад

I think my favorite brand comment on a big video was when the American Lung Association commented “Testing our lung capacity with this album!” on Taylor Swift’s vid announcing that Red TV was out. Just so bizarre

@boojersey13 2 года назад

I also think there's a lot of instances where these "interns" are really just a table at a company that love the narrative about a zitty teen making these because it was used for a while to shut up the people saying silence brand, under the guise of preserving said intern's mental health.

@bogwoman 2 года назад

I really hate it. I think what late stage capitalism is best at is making you as an individual unsure where the line ends between you as a human and you as a consumer. It's a really uncanny valley feeling when literal brands begin to posture as humans beings. As we increasingly become more and more entangled with a sense of self that lives in the physical world and online, we need to have boundaries between our sense of self as a human versus as a consumer. If these brands got their way we would forgo our humanness all together and succumb to our entire sense of self being overcome by consumption. This is why I'm wary of brands jumping on social justice campaigns as well. Like, buying something from Nike says something about your value systems. I also worry about kids and teens on these apps, just beginning to understand themselves and their value systems, their insecurities and need to fit in being co-opted by corporate interests. We as individuals are never smarter than multi million dollar marketing branches and they will do whatever they can to manipulate us into aligning our values with how we shop. It's really the next frontier of advertising.

@ellismcg4754 2 года назад

You make a good point, but I read that as "cannibalism" and had to check I was on the right video 😭

@bogwoman 2 года назад

@Vũ Uy Idk if "smart" is the best word either, I don't really think that word has a lot of inherent meaning. I just mean that we can sometimes think that as individuals we are immune to the immense push and pull of marketing forces and no one is, at least not entirely. Maybe "immune" is a better word. The whole reason I mention that is because we are so hyper individualistic (in the US at least) that we see everything as an individual problem to overcome as opposed to a structural one that requires regulatory change. Hope that makes sense!

@sharonthornton8803 2 года назад

I’ve started blocking any brand I come across on TikTok. At first I was sad to be missing out on something but I’m so glad I’m limiting my content to real people and not giving giant companies free advertising

@Miserycordya 2 года назад

to be honest, parasocial relationships with youtubers or social media stars make it to where i'm highly suspicious of anything "recommended" by most of these individuals. money makes the world go round, and at the end of the day, we're all targets. i was 18 in 2005 and didn't even have a nokia to my name. i can't imagine how bombarded from all sides 18 year olds today feel. ughh...

@brutus3631 2 года назад

well I'm used to it at this point, but more in the "just ignore it and scroll" way than the "omg! quirky ad" way lol

@raechillingmc 2 года назад

i’m apart of a social team for a major brand and honestly, i cant tell you how annoying it is to have to go through multiple stages of approval to try to get in on trends. it’s so hard to be a big brand and to be able to hop on trends asap because we have to get approval on things like if it’s copyrighted or not or if we can use the audio or image or etc. lol.. it’s THE WORST!! we’d be able to stay on top of trends and not be a day late if it weren’t for that!

@aleak2385 2 года назад

also worth noting that the tumblr brand that started the trend of relatable brands was mostly just the dennys tumblr along with multiple unofficial 'brand' accounts that actually are run by regular people (as evidenced by them using curse words and topics that advertisers avoid)

@jenkrr 2 года назад

It's a slightly different cringe-phenomenon, but related for me are the Instagram reels with business owners complaining about customers. Has anyone else seen a lot of these? In my For You feed it's usually hairdressers, beauticians, nail technicians etc, and they'll say things like "the customer proudly told me they hadn't washed their hair in a week 🤢" or "customer: can I cancel my appointment? HELL NO" while doing that one-potato two-potato dance, etc. Anyone else seen this kind of thing? Isn't 'not complaining about customers' corporate social media rule #1?!

@estheromoyele3321 2 года назад

The most traumatic engagement I’ve seen related to this phenomenon was when Wendys made a Wattpad account and wrote ‘y/n x ice tea’ fanfiction to promote their new ice tea drinks. I’ve never been the same since I found this out- ;0;

@timeforlaurynsopinion5138 2 года назад

i think one of the big reasons you don't get the "silence brand" response as much on tiktok is probably the average user age - a lot of twitter users are old enough that they can tell what the brand is trying to do, while more tiktok users are younger and so they don't realise it.

@merediths.693 2 года назад

I am in the minority in that I find the Duolingo posts and comments kind of funny. That being said, it’s also slightly terrifying

@somethingnotstupid 2 года назад

Finally I can talk about this, so 3 things: 1. I remember Hamburger Helper releasing a 5 song EP on April Fools Day like 5 to 6 years ago (it was kinda fire ngl) which was the first time I had seen a brand do something like that and I ate it up. I have never eaten hamburger helper so it was not great advertising lol. 2. I think it’s worth mentioning that the people behind these brand accounts are likely not interns at all because Sarah Schauer explained on Eddy Burback’s podcast that she was paid by an advertising agency to run the Denny’s tumblr or twitter, so there are likely paid individuals behind the posts on those accounts to make them the way they are. Now I’m not sure if it’s every account that does this, but it wouldn’t surprise me if a lot of them do this. 3. I saw a strange interaction where the creator of a video called out Duolingo on tik tok in a silence brand type way (saying they are only commenting to advertise, which the poster was not wrong in saying imo) and while this comment got a lot of likes, there was also a surprising amount of support for Duolingo because it’s a free* service. To me, just because Duolingo has free content does not make them good or not advertising? like it was a jarring reaction to see. (And as a duolingo user, the free version is not that helpful in actually learning the language other than vocabulary words and I think their better content is behind the paywall). It feels like users don’t care that they are constantly being advertised on tik tok.

@ava130 2 года назад

duo lingo is the one exception to corporate brands that are actually funny and has an understanding of how to promote their app. They know their audience and I really don’t think they try- at least not as much as others brands do, to the point where it comes off as cringe.

@nicolasc03 2 года назад

I think there’s a very fine line when it comes to brands trying to be relatable. It’s easy to do it too much and end up coming across cringey/unprofessional as a result. I think it’s better for brands to remain… brands for the most part and only do something “funny”/relatable on occasion. That way it’s still notable when it happens, without cheapening their overall image.

@casfletcher4076 2 года назад

I feel like the difference between the 'silence brand' responses on twitter to tiktok is just the age demographic. By this point, twitter has been around so long that it has a slightly older demographic, who can easier spot when a brand is attempting to be 'relatable', whereas the tiktok demographic skews a lot younger, with people that have grown up in the relatable brand era and are more desensitized to it. It's normal for them, and feels a lot less intrusive than it does to older folks who aren't used to it. That, or the tiktok people literally just don't care.

@kurikar 2 года назад

as long as theyre not deceitful and dont just copy and paste jokes, i think “brand relatability” is an interesting thing to explore. its just a different kind of advertising more suited to a time where social media has a hold on everything.

@nina__serafina 2 года назад

brands on tiktok is just that "how do you do fellow kids" meme.

@rockandfashion7207 2 года назад

Casey said she don't wanna be friends with taco bell smh lets get her out of here!!!

@lordskeletor481 2 года назад

Thank you for branding the phrase, "Bimbofication of mascots" into my grey matter.

@louise3953 2 года назад

As a recently graduated marketing student this topic is so interesting to me. We’ve talked a lot in my classes about TikTok and how brands are trying and often failing to utilize the platform

@muskaan3711 2 года назад

I hated how these corporate brands used taylor swift to get clout from her fans. And what's sad is that many fans fell for it and the memes/tweets went viral for days.

@shesthebethest 2 года назад

As someone who studied and has worked in marketing, its always interesting to hear youtubers talk about this. I think platform does have an impact. I've read market research results that showed the same consumer being more open to brand messaging on IG versus twitter or snapchat...I wonder how the same study would reflect tiktok. I think we're tired of brand twitter because its uncreative and because the tactic of getting in peoples replies feels more invasive than brands making objectively good self aware and funny tiktoks on their own accounts. Relatable within their lane. Also brand twitter needs to accept that being unhinged in twitter stopped being funny to consumers after 2018 Wendy's did it.

@SeleniumOfficial 2 года назад

For me, Corporate Cringe comes in the form of racially targeted ads on my streaming services. I’m half black so they think I will buy it if they have a shitty RnB jingle in the background 🤦🏽‍♀️

@HighAsHeckPriestess 10 месяцев назад

Same😂

@strawberrymochi118 2 года назад

I think the Duolingo owl might be more palatable because it's recognizably "a character" and not just the brand? When there's a character being funny, you can accept it because you know it's an artificial creation with a purpose. But when it's just some brand posting memes as itself you get the whole "it's an Actual Real Person just like you!" creepiness.

@erikdaniels0n 2 года назад

One of the worst, IMO, is the Empire State Building account. Let me explain: I am a Swiftie, and so, I’m up to date with all the goings on and clownery within the fandom. Recently, the ESB lit up purple, and because Taylor lives in NYC and has been rumored to be doing some kind of an event at the ESB, people immidiately thought the next album she is going to rerecord is Speak Now, which had a purple aesthetic, for those who didn’t know. The ESB account completely played into this, despite the fact that the building turning purple was to raise awareness for Lupus, not a Taylor Swift album. That’s just scummy imo

@kae4749 2 года назад

😭😭

@deedferreira4211 2 года назад

Oh my GOD i didn't knew that and i am a swiftie

@Holygroundgirlie.fanpage 2 года назад

Wait what I have never heard about this and I’m a massive swiftie

@littlearies3862 2 года назад

That's how that happened? That makes me peeved ngl. that's gross

@laurens4909 2 года назад

this is 100% true. i work in influencer marketing under a pretty large company and they’re scared to make mistakes on social media (wont even do real livestreams, only simulated ones), and are so late to hop on trends because it has to go through so many approvals that by the time it’s approved the trend is already over, or they’ve edited all of the organic and good parts out of it. theyre so worried about their image being negative to their traditional target market that they’re missing out on entirely new potential customers. it’s insane to me lmao

@randomchica23 2 года назад

The amount of times I've had to "not interested' duolingo...... I'm so close to straight up blocking them

@ename588 2 года назад

Watched the whole video now. I feel that we should definitely get laws in action like yesterday to force corporations to openly disclose and mark people that work for the corporation (as real person ads) on social media. The way it is now can be fun even if just for the cringe but the made up characters is a NO-GO. It should fall under fraud.

@LovelyDollyDays 2 года назад

Honestly, I thought it was hilarious ten years ago when Denny’s was doing it on Tumblr 😅 But they were basically the only one and it felt like an intern gone rogue, which was the perfect level of chaos for tumblr. But twitter users are more vocal about what they like and don’t like, whereas Tik Tok seems a lot less intense with people casually making funny content and doing formats. Whereas twitter is all text and it’s easy to spot in text posts or in response threads. I think it’s mostly harmless, but it is weird that they won’t just take the ideas of young people they are trying to sell to instead of mimicking us to try to get our attention

@gingerjessietalks7685 2 года назад

Good analysis! I have a love/hate relationship with brands trying to be relatable. For some reason the Duolingo owl jokes are more forgivable for me than Denny's on Tumblr was. And of course if brands stay on trend and actually successfully pull off a joke or relatable attitude, it's a clever way of marketing in some ways. It's interesting how marketing has gone from, like, Carl's Jr. Bikini ladies to quirky Tik Tok comments.

@acedino535 2 года назад

i don't think this advertising is suddenly tolerable just because "an intern" is responsible for the posts. if you follow this logic through, the brands should come off looking *worse* for depending on underpaid interns/20-somethings to do all their marketing. brands benefit from people humanizing them, while passing none of that down to the people providing that exposure. the marketing trends have moved away from trying to make the brand relatable to making the largely invisible and off-screen person who runs the brand's account relatable, which really isn't that different. the whole getting brands to 100k on tiktok is a good example. when these accounts can convince viewers their follow helps the employee, suddenly everyone is willing to be inundated with advertising from brands that openly admit they treat their employees terribly. even if many of these tiktoks weren't legitimate, brands believe that viewers associate their social media accounts so exclusively with "the intern" that they are confident that employees alleging a bad work environment on their official account won't backfire on them. that's how deep we're in.

@scout6436 2 года назад

that girl who does re-designs of brand's logos is so funny and i love her, but all these brands keep commenting on her videos like, "do our logo!" when we've hardly even heard of them before??? there's only so much she can do of that kinda content before it gets tiring and i'd say it's kinda annoying for the brands to constantly pressure her into making that kinda content, when she might wanna move on from it or something and do something else. Love her account tho.

@mphosoane7163 2 года назад

Okay but we've all snickered at least once at something the Duolingo bird said or did

@calistusjay60 2 года назад

The sonic the hedgehog twitter is the BEST example of a “relatable” brand because they actually follow through. They go out of their way to promote fanart, and are sure to never DMCA anybody for using their music/or creating fan games, as well as the people who run the account just genuinely being huge sonic dorks. It’s the best.

@jaaaaaacccck 2 года назад

I think the biggest difference is sonic is a beloved long time franchise with a dedicated fanbase so of course the social media intern probably holds sonic and it's fanbase close to their heart- and it's probably not trying to be a indivual or a freind more sharing the community and it's creations! But since brands like wendies or Macca's or whatever really have to play a relateable gen z hello fellow kids character to draw in a following- which makes it kinda creepy, sonic doesn't bc sonic is already so loved they don't have to play into a personification of relatablity, they're just the social media intern and they're probably a fan too, no real character built from a corporate entity.

@cubsgirl101 2 года назад

You’ve perfectly described how I feel when I see random company Twitter accounts tweet about BTS. McDonald’s at least made sense since they had the BTS meal but sooo many companies are pandering to BTS stans just for clicks.

@daisymoon4004 2 года назад

As someone who works in Marketing, you often get an out of touch boss coming up to you with "this meme is funny, let's do this" and it's an image set from 4 years ago. But they want it, so you gotta create it. I pray for other Marketing assistants managing socials.

@entah. 2 года назад

"I don't know how to feel about this 😳", funfetti's comment under a tiktok of a guy making a funfetti cake sexily

@melowlw8638 2 года назад

i remember seeing a brand commenting on someone's video critiquing capitalism?? i was like wtf

@mindyobusiness6257 2 года назад

This is scary accurate. People often forget that marketing is not only about pushing a product in particular, it’s about being there. Seeing Starbucks commenting on a tiktok you liked has the potential to get your coffee there instead of tim hortons without you even realizing. It’s about engraining yourself into peoples head

@roseaeries 2 года назад

I will say, seeing duolingo in tiktok comments was sometimes really cool. I’ve seen them on pride videos supporting the content, which is rare for a brand to be openly in full support of.

@moldyclams5827 2 года назад

It’s so weird to look at the comments of a tiktok and see ppl interacting with whatever brands decided to infect the comments in good faith instead of telling them to fuck off and die. I think I’ve only seen a creator have a negative reaction to a brand in their comments like once

@jaxonhirtle3436 2 года назад

oh my GOD i thought I was the only one who thought those commercials in the form of tik toks complete with the siri audio voice and shit were just fuckin weird. corporations have to know that trying to be relatable just... never works bc people can smell the insincerity coming off those kinds of ads like shit on a hot day

@beatm6948 2 года назад

There was a video talking about how brands use tik tok to humanize themselves, which is dangerous. And in the comments, there were brands commenting sjdndn

@CalvinBlackmoon 2 года назад

I don't know if they still do it, but I actually loved the Arby's twitter just posting these super cool paper and cardboard crafts? I never actually followed them and the branding wouldn't have worked on me cause there are no Arby's in my country, I just thought it was really cool LOL. I don't know if it would have actually made me go buy Arby's so I wonder how successful it was on that regard, but it was neat. I think it's mostly because it never felt like 'come buy our brand since we're besties :)' it was jsut someone showing off their cool art thing they made and it just happened to have the logo next to it. I wonder how effective that would have been in marketing, especially because most of the crafts were gaming/anime related so it appealed to a more specific crowd.

@JashinsMagpie 2 года назад

I think one possible explanation for corporations getting less pushback on tiktok is the algorithm. Lots of cringey content bubbles exist with next to no outside interaction on there. All the marketing and Hip Jokes are probably just being pushed to an audience that enjoy it

@gh0stliboii620 2 года назад

the thing about duolingo is thar the joke with the owl has been around for a while, and i dont think its that bad when its corporations like duolingo since essentially their product is free. The becoming friendly part is a bit scary tho

@4theloveofashion139 2 года назад

Duo lingo and Ryan Air are my top 2 favorites.

@momomomo__ 2 года назад

Corporate cringe is my Spotify wrapped calling me bestie

@bW91c2UK 2 года назад

The yassification of brands

@hausofpancakes 2 года назад

I was in school for marketing around 2011 and one of main things we studied was how Burger King and Old Spice's late 2000s surrealism reshaped how brands try to connect with an audience , so I'm just always interested in observing any brand's strategy. I understand how the relatable memelord angle can be annoying. (I hated the whole smug Wendy's thing.) But I always try to see the fun in what theyre doing.

@flannelgay420 2 года назад

This just reminds me of that SNL sketch where Harry Styles’ character was an intern for Sara Lee who kept accidentally posting personal (and very sexual) things to the corporate account and then people started commenting quotes from that video on Sara Lee’s real-life Instagram without context (much to their social media department’s confusion)

@hmak8605 2 года назад

Also, no major company is trusting an intern with any of this. They have teams and senior leadership and engagement plans. It's not 2010 anymore, unless it's an individual or a tiny company, it's a full department

@ryananderson.227 2 года назад

This is literally the episode of community where Brita falls in love with subway

@poppyseed5270 2 года назад

You know that Wendy is definitely getting a BBL now that you gave them the idea, right??? What have you done Casey

@katjau_ 2 года назад

Oh I felt a bit uncomfortable a few weeks ago when the official Pretty Little Liars channel commented on Mike's Mic video... I know they're not trying to directly sell a physical product and that the show has been over, but the idea of someone having to act like "slay queen yass relatable" as a marketing tactic is a bit eerie

@etainkearsey5479 2 года назад

Brands doing this to relate to young people gives very much “happy Friday, happy Friday, welcome to Friday Ginny!”

@agoofygoober7649 2 года назад

I’ve been waiting for someone to talk about this- Like, no, Duolingo I will not “slay sus bestie”

@chicknugs 2 года назад

The tiktoks of different stores having a feud always get me for some reason. Like the Walmart vs target vids 😭

@nocctea 2 года назад

I feel like on Twitter corporate accounts are cringy just cause of the memes, but on TikTok they are SO THIRSTY. If you mention anything related to the company, be assured they'll be in your comments. This one tiktoker jokingly "fixed" company logos, but it so quickly became all these brands being like "can I get free logo pls 🥺👉👈" in their comments sections. They're so annoying

@alicialines9785 2 года назад

in poland, our president- the man that literally runs the country, has a tik tok account. and so do most other politicians, it's just weird to watch especially since the are all making shady tik tok's about each other 😭😭😭

@princembat 2 года назад

i personally think its cringe on any platform no matter what a brand does cause you KNOW they just want you to give them your money. sometimes it can be funny but its never funny enough to conceal the true intentions.

@jaxxrose1279 2 года назад

Excited for the new upload, Casey! Always enjoy seeing your content:)

@nmeyers92 2 года назад

I would say about 75% of videos on TikTok are fake, especially on the For You page. I’m not talking about ones where people are just filming themselves dancing, showing clothes/makeup, or singing at the camera or just filming their friends/family/dog/sports/nature/etc. I’m talking about like the skits, witnessing something crazy happening, fights, break ups, pranks, proposals, committing a crime, surprising someone, catching a cheater, showing off money or cars or expensive shit. The funniest ones are when they’re obviously skits and it acts like the cameramen are invisible and just SO HAPPEN to catch this scene perfectly. Ridiculous. The reels on Instagram and Facebook are the same except maybe they have a few more realistic ones.

@boredpreston 2 года назад

This made me remember that Wendy's actually put out a mixtape to advertise fast food. Edit: didn't get to that part in the vid before I commented this