Have you ever checked the comments on a viral TikTok video and wondered why there are random comments from big brands and companies such as Uber, MLB, or Petsmart? Seriously, since when did Target have a personality?
The reason this is becoming so common is because these brands want to earn the coveted spot of the “top comment.” They did this for a couple reasons: it takes ten seconds to write a silly little comment, it’s free advertising and having a strong social media presence makes the corporation feel more relatable to a younger, wider audience. From a business standpoint, the perpetual free advertising that comes from these comments makes for a savvy business model.
However, this new era of advertising raises important questions about where the line should be drawn. At a certain point, shouldn’t professionalism trump notoriety? The lack of professionalism being practiced by some companies is becoming problematic, especially considering the individuals that are being negatively affected by it.
The Duolingo bird as a “Selenator”
The Duolingo bird has become TikTok famous in its own respect —garnering lots of attention for its sassy comments, funny videos and even making humorous threats on Twitter to those who skip their daily lessons.
All of these things are understandable marketing tactics. Though taking a stance in the Selena Gomez and Hailey Bieber drama feels like crossing a line. The company posted a TikTok of the bird writing on a white board, drawing connections between all of the things Hailey is rumored to have copied from Selena.
A major brand like Duolingo adding to the online dogpiling is not only disappointing, but also dangerous. Being targeted by an entire company is a completely different deal from what famous people are used to. It’s irresponsible of these corporations to disregard the effects that such powerful voices have on mass crowds of people, and the mental health of those on the receiving end of their jokes. Obviously Duolingo didn’t target Bieber because they’re so passionate about the drama, they’re doing it because of the viral potential it brings. Capitalizing off of someone else’s misfortune as a means to promote a brand is beyond unprofessional; it’s trashy.
TikTok is an app for entertainment, so unhinged behavior and joining in on trends is the most promising way to keep a company relevant and flourishing. But by offering negative opinions about particular individuals when companies are typically supposed to be services or good for everyone teaches the wrong lesson to the public.
How are adults supposed to teach their kids not to leave hate comments when everyone, including professional companies are doing it?
Tarte
Tarte is also guilty of using the internet’s hate as a launching pad for their own marketing. Following the Dubai influencer trip, many of the influencers that were invited on the trip received a lot of hate like Meredith Duxbury, Christine Abraham, the Miam Twins and Alix Earle (just to name a few who received a lot of backlash for going on the trip and not even using Tarte products, let alone promoting them well). In response to all of this hate, Tarte posted a TikTok feeding into the comments about how they spent brand spent a baffling amount of money on the trip. While the TikTok was pretty clever and helped the brand rise above the controversy, it certainly stepped all over the influencers that went on the trip on it’s way up.
Branding during the age of social media is making relationships between companies and individuals a little too close for comfort.
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