Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange When Pinterest became fashionable a few years ago, becoming the emerging social network that everyone was talking about, its influence began to be noticed everywhere. Beyond creating a kind of Pinterest aesthetic, there was a pinteristazación of the internet.
The social network used an infinite scroll in its feed, with also multiple images visible at the same time. Since Pinterest succeeded, his design vision did too. Suddenly, the media that pinterestized their homes and even the way they served their news multiplied. The cool thing was, at that time, to follow that model. It showed that you knew what it was that had become fashionable and what it was that worked as the star of design. It did not matter that for some Internet users that design was the complete opposite of usable. You could almost say that when a social network becomes fashionable, it has an indirect effect in many other areas. There is a cascade effect. If we add to this that fashion networks are usually associated with the latest trends and what younger consumers value, it is possible to understand why brands cling to them and their codes. It is almost the way to show that you are in the wave and to try to connect with that public, although it is not always done completely well. Some brands, trying to show that they understand this new language and these new references, end up behaving like the classic guy who wants to be the “cool guy” at family meals (without success).
For all this, it is not surprising that TikTok has become the latest obsession of brands. Companies are trying to integrate it into their social media marketing strategy and looking for a way to leverage it to connect with audiences. However, the TikTok effect is not only noticeable in what companies do directly on the social network, but also in other areas. The elements linked to the language of this social network have been found in the construction of the content of the ads. Advertising is being tiktokized, although it is going to be broadcast on channels that are not exactly that social network.
Ads that are reminiscent of TikTok content or that appeal in one way or another to that social network have started to appear. You only have to spend a couple of days watching TV to come across one of them. They already advertise a wide variety of products, but in all of them it could be said that they want to connect with the young public or that they want to show that they know them. Some of these ads are subtle and integrate it in an efficient way, while others are simply – and also using the language of youth like them – cringe, slightly embarrassing. Suggest in a subtle way In the first batch, the ads for Zalan do or Coca-Cola come in. The Coca-Cola ad is possibly the most subtle of all. In a way, it could be said that it reminds you of Tik Tok if you have heard of the type of content circulating on the social network: the campaign shows a series of people engaged in a series of dances – demonstrating the power of soda as a surprising element and festive (the ad is associated with the reaction to its taste) – reminiscent of the dances that first go viral on the social network and then go onto the general internet.
The Zalando ad is an activist and committed advertising campaign. The campaign focuses on “sustainability and equality”, as explained in the accompanying text on YouTube, and reflects real stories. The TikTok effect is seen in how some of the images present us: we are going to vertical videos (and that can also be connected with what happens on other social networks and with the pull of stories). We’re cool, lads! Of course, not all campaigns are equally subtle and not all are so connected with youth codes.
Others are a bit like the type of message that someone older creates to try to cool the young (or that they launch so that their parents believe that this is what they are going to like, but not being exactly like that). Here we see families doing challenges, imagesThere are the ads for Nocilla, who sells the idea “we nocilleamos”, with the cliché of the heavy little brother who interrupts – the older sister making a TikTok video – but forgiven because she has a croissant with Nocilla. A few months ago, they also launched an ad that played with the Julio Iglesias meme (“and you know it”), which was something viral and cool a few years ago but has already crept into the type of memes that your uncles send you. Very similar in essence is the Danet ad, which shows a family competing for the latest Danet. On television, they show one that summarizes the conflict – there is one last custard left and someone in the family deserves to eat it – but on YouTube you can see a whole series. The campaign has its own created dances (“dances for TikTok”).