Social media has transformed how organizations communicate with their audiences today. Debates question whether the impact is positive or negative, but its influence is undeniable. With the rise of influencers and digital advertising, organizations have expanded their online presence across various social media platforms just to stay relevant.
It is clear to see that some brands have social media figured out, while others are falling short. Some companies’ products take off when they nail a trend perfectly, and when they don’t, they may face backlash or be “cancelled.” From a public relations perspective, it is interesting to note which brands are participating in trends and why certain strategies succeed.
After scrolling TikTok, I observed how different industries represent themselves online. While many use similar tactics, their approaches vary based on their target audiences. Nike, for example, focuses on the intensity of sports. Its dramatic lighting, dynamic angles and empowering messaging, Nike appeals to athletes who value dedication and the community it creates. Although Nike also sells everyday apparel, they have dedicated their TikTok connect with a segment of their audience.
Hulu, on the other hand, also creates edits, but in a much different format. Much of its content reflects fan-made videos created using clips from movies and TV shows. By producing their own versions, Hulu not only promotes its platform but also engages with content its audiences already enjoy. Reactions in the comments express the surprise that these videos are coming from an official account, generating recognition and relatability. Both Nike and Hulu use similar techniques, but tailor them for their own audiences.
Another current trend is the resurgence of 2016. Chipotle posted a video featuring customers posing with their products doing the mannequin challenge that went viral in 2016. While the video is entertaining, brands must consider their objectives when posting. If the goal is attracting new customers, this video may not be effective, but if the goal was engagement or visibility, it could have been successful. A video can go viral but not achieve anything if you aren’t posting with purpose.
The last example I want to discuss is an attention-grabbing trend that churches have taken on. These videos begin with shocking clips that transition into an invitation. While these posts are engaging, their effectiveness depends on their intended outcomes. Do these posts attract new audiences? Who is their intended audience, and are they reaching it? These are the questions we need to be considering as PR professionals evaluating social media as a strategy.
