Audience Awareness Is the New Dress Code: A Social Media Strategy Wake-Up Call

TikTok is a platform millions of people gravitate to for entertainment, news, and advice. From what started as a place for teenagers to dance to their favorite songs, the social media platform has attracted users from diverse backgrounds and around the world. In recent years, the app has become a place where people go for information. From beauty tips to healthcare hacks, TikTok is now a hub for people to ask for and share advice from different communities.  

Fired for Love of Fashion? 

Among others, the fashion community is thriving on TikTok, with influencers and trends of their own circulating to its members. One of these is the “office siren” trend, where people don miniskirts and thigh-high stockings to make their traditional business attire more attractive. These stylish outfits have gained a lot of popularity, but others are skeptical of the trend, claiming that the outfits would get hundreds of young women in trouble with HR if they wore them to work. This debate came to a head when a woman was allegedly fired from her six-figure job for following the office siren trend at work.  

Before we go on, I want to clarify that there is nothing objectively wrong with these outfits. A lot of these looks are perfect for a date night or an outing with friends, but—right or wrong—they  they just don’t typically align with the dress code for a professional setting. Whether anyone was fired for following this trend or not, there are some valuable lessons to learn about social media strategy from this situation. The clothing isn’t the issue here: the real problem stems from people not being aware of their audience, which is something a lot of brands struggle with on social media.  

Don’t Get Caught with Your Pants Down 

Just as there is a dress code for work, there is a similar set of expectations for using social media. You wouldn’t want to post a goofy, candid video of yourself to LinkedIn, especially when you are “Open to Work,” nor would a polished, professional post get ideal traction on TikTok. Each social media platform has different user demographics, so it’s crucial to be aware of these differences before you start sporadically posting to every platform.  

According to the Pew Research Center, the top social media platform in the United States is YouTube, with 85% of adults saying they’ve ever used it, followed by Facebook (70%), and Instagram (50%). Age is another large factor in which social media platform to use. For example, 55% of TikTok users are under 30 years old. And while young adults can be found on every social media platform as frequently or more so than older adults, more 30- to 49-year-olds use Facebook (78%) than adults under 30 (68%).  

Age and popularity aren’t the only things to account for when deciding where to promote your brand—different platforms also have different purposes. TikTok is home to highly customized short-form videos, and while other apps have caught on, most trends start on TikTok. Facebook is largely about sharing stories and connecting with groups as opposed to a single influencer. Professional content and thought leadership live on LinkedIn. Each platform has different norms and expectations, and though you can (and should) try to stand out from other brands, straying too far from the “normal” on a given platform won’t get you the traction you want.  

This isn’t to say that you can post whatever you want to TikTok and no one from Facebook or LinkedIn will see it; social media isn’t isolated like that. You should leverage social media to target specific audiences on each platform, but it’s important to keep in mind that someone other than your intended audience might see it, so wherever you post, make sure that it doesn’t contradict your other content. You want to reach as many consumers as possible, but you don’t want inconsistent messaging across platforms.  

Let Us Give Your Brand a Social Media Makeover 

The ever-changing nature of social media can be intimidating, especially if you aren’t particularly active online in the first place. However, being knowledgeable about the demographics of each platform can help de-mystify it, and BSM Partners is here to help. Our Consumer Insights practice can tell you where your consumers are online, and BSM Media can help you reach them.  

Don’t struggle on social media for not following the “dress code.” Let’s talk about getting your brand out there. (And while you’re on your social media journey, why not give BSM Partners and the Barking Mad Podcast a follow?) 

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About the Author

Cady Wolf is an Analyst Intern at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.