When it blew up in 2021, largely due to the pandemic, the TikTok app was recognized as the ‘home of dances.’ Celebrities and ordinary people used their quarantine time to create or replicate famous dance moves worldwide.
Time has passed, and TikTok, although still recognized that way by most people, is much more than that. Manuals, tutorials, and soap opera-like content fill the feeds of those hungry for entertainment—and in between, many brands:
‘Trends are important because they humanize the brand and connect the end consumer with social media, but caution is needed. For brands without a ‘face,’ this process is crucial—it fosters loyalty and can even translate into sales or reputation. But there are cases where the strategy can go very wrong,’ says Thiago Andrade, Social Media Manager at KAKOI Comunicação.
The ‘going very wrong,’ according to Andrade, refers to companies that lose themselves in the role—like a doctor who comments on consultations online or creates ‘soap operas’ about real cases. Even if it attracts many likes and followers, the professional becomes an influencer and no longer a doctor, for example:
‘I remember Whindersson Nunes talking about how his architect started doing dances on TikTok. It worked great—lots of likes, comments, everyone praising him—but actual projects? Nothing. What will that professional’s credibility be? Humor must be separated from work,’ says Andrade.
According to Thiago, humanizing a brand on social media means showing people, processes, and day-to-day life—without necessarily jumping on a specific trend. Separating what people want to see from what brands think they want is key:
‘The segment ‘I listen but don’t fire’ shows employers listening to employees talk about mistakes they made, with the promise not to fire them. It’s cool, it humanizes, but followers know that’s not how it works in real life,’ concludes Thiago.
