Connecting Beyond Likes: How Instagram and TikTok Trends are Shrinking the World (and How Brands Can Capitalize)

Love them or loathe them, Instagram and TikTok have revolutionized communication. While their algorithms and curated feeds can raise concerns about comparison and isolation, amidst the polished filters and viral dances, something remarkable is happening: people are connecting.

Breaking Down Borders with Shared Experiences:

Remember the #IceWaterChallenge? Millions across the globe, from celebrities to everyday folks, poured freezing water on themselves for ALS awareness. This viral trend wasn’t just about likes; it was a shared experience, a global movement for a cause, proving that digital trends can transcend geographical boundaries. At IKS, during Covid we ran a campaign called #ChallengeAccepted and it was a huge success within the organization owing to the fact that we were sharing our experiences through social media, making recipes, mocktails, dancing, sharing team meetings, family get togethers and more. 

Building Bridges with Shared Laughter:

TikTok’s “Renegade” dance craze wasn’t just about teenage choreography. It was a joyous phenomenon that saw grandmas grooving, police officers joining in, and even politicians attempting the moves. Laughter, it seems, is a universal language that these platforms amplify, breaking down cultural barriers and fostering a sense of shared humanity. At IKS, we got paid a couple days before the new year, so that we could celebrate our New Year’s eve without restrictions. Our Instagram was filled with funny memes and we truly appreciated how employees were invested in the shared experience, and reshared for some shared laughter. 

Brands Dancing to the Beat of Connection:

Smart brands are recognizing this potential. Dove’s #RealBeauty campaign, featuring diverse women embracing their individuality, resonated deeply with audiences, challenging traditional beauty standards and fostering inclusivity. Similarly, Nike’s #JustDoIt campaign, showcasing everyday athletes, tapped into the power of shared passion and perseverance, connecting with consumers on an emotional level. At IKS, our wellness campaign #StepSetGo was a huge success with people teaming together and encouraging each other to win the competition. Pushing each other towards a common and positive change. It was heartening and trending at the same time. 

Employee Branding: From Likes to Loyalty:

Internal communication isn’t immune to the trend. Companies like Hootsuite are using TikTok to showcase their company culture, with employees sharing behind-the-scenes glimpses and lighthearted moments. This transparency fosters a sense of belonging and community, building brand loyalty from within. No social media trends related blog of mine can be complete without mentioning the colossal success that a campaign like #BFFAtIKS has witnessed. We have colleagues looking forward to creating content and sharing with us for social media. The camaraderie trickles down to real life and we can see the office space burst with displays of deep friendships and laughter. 

Lessons from the Trendsetters:

As Gary Vaynerchuk, the social media guru, says, “Content is king.” Brands need to create authentic, engaging content that resonates with their audience’s values and interests. Take Patagonia, for example. Their Instagram feed isn’t just about selling products; it’s about celebrating the outdoors, environmentalism, and community. This authenticity builds trust and loyalty, shrinking the distance between brands and consumers. Communicators often argue with product managers and business owners that the simpler the communication the more relatable it will be for the audience. It is an ongoing battle, while product managers would want to spout out all features in one post, we would counter by saying let’s create a hook and then move forward. 

The key is to:

• Focus on shared experiences and values, not just likes.
• Embrace authenticity and transparency.
• Use humor and lightheartedness to connect.
• Celebrate diversity and inclusivity.

Instagram and TikTok may have their downsides, but they also offer a unique opportunity to connect with people across the globe, fostering a sense of shared humanity and community. By learning from these trends and utilizing them strategically, brands can build stronger connections with consumers and employees, shrinking the world, one like, one dance, one laugh at a time.

So, let’s not just scroll through the trends; let’s use them to connect, to build bridges, and to make the world feel a little smaller, a little more human.