TikTok is by far one of the most difficult platforms for brands to create content. TikTok is a hyper casual platform where the majority of content creators are totally out there with their personalities. So when it comes to corporate accounts, stock footages and desktop videos simply don’t cut it. Every brand on TikTok needs a face. This is where employees come into play.
Now, this isn’t an article on employee influencers. If you’re looking for influencers who create content about their jobs on their own accounts, this article is the one you’re looking for. Here, we’re going to be talking about the employees who become the faces of their brands on corporate TikTok accounts.
The School of Ryan Air – The Face Builder Effect
Possibly one of the biggest examples is the TikTok account of RyanAir. They’ve come up with a very clever way of creating a digital persona for their brand, which has actually become somewhat of a trend among corporate accounts. They use the “Face Builder” effect to essentially build a face on their airplanes, and have them talk. Because they manage to be witty at the same time, the results are extremely engaging, making RyanAir one the biggest corporate accounts on the platform.
@ryanair Bestie how else will I make bank i’m sorry🤧 #ryanair #airline #traveleurope #cabincrew ♬ umm.. yeah – andrew
This clever method is mimicked by many. Even New York landmarks utilize the same strategy. Take for instance the TikTok account of the Empire State Building. Would you ever follow a building on social media? Who would’ve thought that for the Empire State Building to crack jokes was something we needed?
@empirestatebldg Have you tried just standing still? #newyork #empirestatebuilding #nyc #fishooks ♬ original sound – Ethan
The fact that they also portray other iconic buildings to throw shade at them is the cherry on top.
Employees Participating in Trends
Another method of incorporating employees into your TikToks is to have them participate in trends. TikTok is a trends-driven platform, and the road to success goes through participating in the trends no matter how silly they are. A few weeks ago, a new TikTok filter of Shrek dancing started to trend on the platform. It’s absolutely ridiculous, but check out this video of Dancing Shrek posted by the Empire State Building themselves.
@empirestatebldg King Kong has nothing on Shrek #empirestatebuilding #nyc #newyork ♬ love game gimme more – edits
But most of the trends, require actual people. Further, it’s important to put faces to brands. Ofra Cosmetics is creating wonders by having their employees curate their TikTok account. There are multiple faces, both creating engaging content and creating an image for the brand.
@ofracosmetics The highlight of #valentinesday ♬ Umm yeah ft Lil Jon – Cursed Mashups
It’s uncertain what sort of compensation employees receive for appearing on their brands’ social media contents, or if they do so voluntarily. But at the end of the day, it is a wonderful strategy that solves the problem of “How do we move beyond stock footage?”.
If you were an employee, would you ever film content for your brand’s social media? Are there any examples of brands showcasing their employees with great results? Let us know down below, or hit us up on our socials!