Social media has changed how brands choose to advertise to the public.
While many people may be used to the clean-cut, professionally filmed advertisements displaying a product, lots of brands are pivoting to a more candid and humor-oriented style.
“We’re moving away from these perfectly curated feeds and now it’s more about [who the] interesting person or brand ambassador that you can bring into your content, who will help you promote your product,” says marketing expert Tara Wickwire.
Some brands choose to go the influencer marketing route. The company chooses an online creator with a strong following to make videos endorsing their product to their- in some cases- millions of fans. This style of advertising has proven to be extremely successful and almost undetectable in some cases such as the Bloom Greens ads where the product is subtly slipped into a normal “day-in-the-life” TikTok video.
@kaelimaee another productive morning routine!! happy friday eve🤍 @bloomnu #bloompartner #fyp #foryoupage #aesthetic #morningroutine #satisfying #home #routine #aestheticroutine #kaelimaee ♬ Under the influence sped up – user79519619503
As online users gain fluency on what to expect from different content formats and their favourite creators, they become savvier at spotting these kinds of ads. Recognizing these videos as ads leaves some viewers upset and more resistant to purchasing the product being highlighted.
To better utilize social media as an advertising space, brands have had to adapt. Many brands are now using comedic meme-able style videos as a way to get eyes on their products.
Some examples of brands adopting this new style are Brisk Lemonades Brisk and Cheddar Cheese ad and, perhaps the most famous amongst TikTok users- the personification of the Duolingo owl into an ominous, yet oddly relatable figure.
@briskcanada SND TO THE BOYS SO THEY KNOW WHATS UP #BRISKANDCHEDDARCHEESE #THATSBRISK
♬ original sound – Brisk Canada
@duolingo guess what happens if you say "duo" three times into a mirror🤭🤭🤭 #fyp #duolingo #streakparty #duolingostreak ♬ every kiss begins with…
This marketing trend has even begun to impact the way political parties encourage young people to vote in their favour. Ontario’s New Democratic Party has started making cat meme videos about important issues that have taken TikTok by storm.
@ontariondp Public health care that’s there when you need it. That’s what New Democrats are fighting for 🍊💪 #healthcare #ndp #onpoli #dougford #maritstiles ♬ original sound – Ontario NDP
These videos have received mixed reviews on TikTok. Some users have been praising the NDP for trying to appeal to young voters and others are concerned about the un-serious nature of the clips and what sort of following they may be attracting.
This new, approachable marketing strategy seems to be working- regardless of anyone’s opinion.
“I prefer [new social media] marketing over traditional advertising because it’s more personable, highly in-tune with media culture and heavily influenced by TikTok trends. [Brands] adapting to fit that environment is very effective,” says Gen-Z college student Annoushaiy Akmal.
Brands that have been able to meet younger generations in their own online space, and adapt to their rules for interacting with content have been able to thrive in the new era of social media advertising.