When it exploded in 2021, largely due to the pandemic, the TikTok app was recognized as the "home of the little dances." Celebrities and ordinary people took advantage of quarantine time to create or reproduce famous steps around the world.
Time has passed, and TikTok, although still recognized as such by most people, is much more than that. Manuals, tutorials, and soap operas fill people's feeds eager for entertainment, and in this environment, many brands:
"Trends are important because they humanize the brand and connect the end consumer with the social network, but caution is necessary. In the case of 'faceless' brands, this process is important, 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.
"Going very wrong," according to Andrade, refers to companies that end up losing themselves in the character, a doctor who comments on online consultations or who creates "little soap operas" about real cases. Even if it attracts a large number of likes and followers, the professional becomes an influencer and no longer a doctor, for example:
I remember Whindersson Nunes saying that his architect started doing dances on TikTok, it worked really well, likes, comments, everyone congratulating him, but as for projects... nothing. What will be this professional's credibility? "It is necessary to separate humor from work," says Andrade.
According to Thiago, humanizing the brand on social media is about showing people, processes, daily life, without necessarily jumping into a specific trend. Separating what people want to see from what brands think they want is different:
The frame "I hear more, I don't fire" shows owners listening to employees talking about wrongdoings they did despite the commitment not to fire. Legal, humanize, but the followers know that in everyday life it's not like that," concludes Thiago.
