“Red flag: not dipping ur slice in ranch” tweeted Dominos this past September. 

This tweet is from just one of innumerable corporations increasing their online presence through short-form, trend videos. 

Companies are getting too comfortable with posts that try to appeal to a present-day audience that spends nearly 2.5 hours a day, on average, watching short-form videos on Instagram and TikTok, or tweeting on X, formerly known as Twitter. This seemingly innocuous trend becomes an issue when it comes from companies that are attempting to divert attention from serious issues, like low pay and low-quality products. 

This has been a problem since the early 2010s, with brands like PepsiCo and General Motors putting out YouTube advertisements that received massive backlash from audiences for out-of-touch references to race and partnerships with artists doing the same. But as the popularity of short-form content soars, companies are delving more into platforms like Tik Tok and Instagram. 

For example, starting in 2012, Wendy’s official Instagram account began straying from typical company comment responses, such as “We’re glad you enjoy our chicken nuggets!” to satirical, personified replies of “There are plenty of fish in the sea” and calling on a Twitter user to “prove it” and buy the full Wendy’s menu.

Courtesy of boredpanda.com

Wendy’s makes fun of McDonald’s tweet on X. 

As companies encroach on short-form videos, the gravity of their impact has gone ignored.

Scrolling through Instagram reels, there are of course the more harmless videos, like of Duolingo’s murderous owl, of Drumsticks acting as a single employee struggling to get to 100,000 followers or McDonald’s Grimace Shake trend. But the danger of companies trying to blend in as Gen Z influencers surfaces when their jokes go a little too far — and when we forget that these Instagrams represent companies who are trying to sell their products, not individuals. 

When we forget that companies’ content on social media is made to generate revenue — that they aren’t empathizable individuals — we risk humanizing companies and encouraging parasocial relationships with them that soften our critical eye. If consumers neglect to be critical of companies, we give them freedom to exert the influence and impact they have for a substantial number of people.

Wendy’s, for instance, has faced numerous complaints about low pay and its reluctance to join the Fair Food Program, an organization pushing for higher quality food by fast food chains, while a majority of other major fast food chains, Arby’s and Burger King to name a few, have already made the jump. 

Chase Bank, as another example, faced direct criticism from Sen. Elizabeth Warren as response to their tweet, where they attempted — and failed disastrously — to roast their clients for having empty bank accounts because of their spending habits. The bank’s tweet exemplified the harm of large companies acting like individuals: As Warren pointed out, the bank ignored the $25 billion bailout from the Federal Reserve that they had received in 2009, despite its significant role in contributing to the 2008 financial crisis that cost American households $16 trillion. The company’s tweet did not make readers laugh; instead, it came off as tactless. 

Courtesy of Contentworks

Chase Bank fails to follow a trend and instead incites review of their problematic financial incurrences. 

On the other hand, some companies are effectively using social media as a successful marketing strategy, without hiding ethical issues. For example, RyanAir, a European airline known for its famously cheap tickets, also has a notoriously unfiltered Instagram presence, true to their service. In my opinion, their transparency makes @ryanair one of the most believable corporate Instagram accounts. They make memes about their own lack of amenities and included perks — being sure to let viewers know what they’re in for, a common-sense flight experience, a direct result of its cheap fare.

Just don’t forget — when you see an official company Instagram featuring a pitiful employee just trying to “reach 100k” — these are often conglomerates with imperfections that impact thousands of employees, not just a Gen Z influencer trying to “make it” with your help.