Gen Zers consume sponsored or corporate content differently on TikTok and Instagram: how can companies make the most of community management?
No one is unfamiliar with the fact that social networks are increasingly saturated spaces in which our dwindling attention spans are bombarded with information. Particularly on TikTok or Instagram, overtly promotional publications are not always the best vehicles for conveying a brand's message or promoting a product.
Ironically, in a world where appearances and false personas dominate both the professional world and the digital landscape, consumers are thirsting for authenticity. This explains the rise of influencer marketing and public relations, as well as the personification of corporate companies on 'younger' social networks than LinkedIn and Facebook.
Some companies have managed to raise their profile and increase their business objectives by letting themselves be charmed by virality and trends: two case studies are worth highlighting.
Duolingo: the bird as global leader
Duolingo's digital strategy capitalises on the virality of TikTok and Instagram trends to collect views and thereby increase the popularity of its mobile online language-learning app. With 11.7 million subscribers on TikTok and 2.8 million on Instagram, the brand has stood out for its playful tone on social networks for almost four years.
By using viral memes, Duolingo has managed to find its way into the TikTok news feeds of its current and potential users in an organic and unsponsored way, thanks to viral trend algorithms. A user who shuns Duolingo to go 'scrolling' on TikTok will be reminded to complete his learning lesson by coming face to face with a video of the green bird Duo asking pop star Dua Lipa for her hand in marriage, using cultural references from your favourite series such as HBO's The Bear, or threatening you (jokingly, we hope) to do your Spanish lesson at the risk of reprisals.
The architect of this genius act? Zaria Parvez, a young strategist aged just 23, who is now Duolingo's senior global social media manager: a prime example of the importance of giving young people a seat at the table when it comes to strategic discussions.
The Société de transport de Montréal (STM): local icon
The STM inaugurated its TikTok account on 16 January 2023 to mark the 60th anniversary of the creation of the symbol of the Montreal metro and by interacting with users with self-mockery:
The page quickly became a huge success. The account produced various videos on TikTok and Instagram, jumping on viral trends ranging from snowstorms on buses in the Plateau to Taylor Swift-mania and Capybaras madness.
What we particularly like about the STM's digital identity is its adaptability to current events and its flexible cross-platform tone. TikTok, Instagram, and LinkedIn content is not simply recycled between them, as social networks are carefully managed for different target audiences and user types.
As of today, STM's TikTok account has 70k followers compared to 34.5k on Instagram.
Some lessons to be learned
Why is their recipe a success? We suggest three tips:
- Remain flexible on your different corporate formats. While it's important to stay true to your communications pillars, the key to success is to know your target audience and the factors that will drive successful engagement on the various social networks.
- Show that a big company has people behind the management of its social networks. Having account managers and content more adapted to the realities of different platforms humanises a company and creates ties of engagement between your brand and your customers.
- Jump on trends and be reactive to current events. No matter how insipid or absurd, social networking trends, and cultural buzz are your best friends if you act fast!
At NATIONAL, we understand the importance of a strong, impactful digital strategy. If you're looking to strengthen your online presence and effectively connect with your audience, contact us. Our experts are ready to help you create a tailored strategy that meets your specific needs.
