Independent Student Newspaper for the University of Texas at San Antonio

The Paisano

Independent Student Newspaper for the University of Texas at San Antonio

The Paisano

Independent Student Newspaper for the University of Texas at San Antonio

The Paisano

Serious business, unserious tactics

Mariana Ramos

In our day and age, we hold social media on a high pedestal. It is a constant in our lives — whether it is used to view funny videos, learn about the newest trends in pop culture or share our different experiences. Now, different organizations and companies are utilizing various online platforms in an attempt to expand their audience and advertise their work and products. But the question we must ask is whether these companies should stick to a more professional internet identity or a casual and humorous one.

With the use of online platforms, anyone has the ability to create an online persona and display a particular image they want the public to perceive. With so many social media apps available, businesses can advertise themselves in various ways. 

Looking through all the different online platforms, TikTok is one of the most popular apps as of now, with various accounts owned by several different companies. One of the app’s most well-liked business accounts is Duolingo, a popular language-learning platform. The app’s TikTok account has become a hub for entertaining content that cleverly intertwines language learning with pop culture references and inside quips. A few posts make fun of Duolingo’s running joke about robbing people of their families if they do not finish their daily language lessons or about their mascot cleverly answering people’s comments

An article by Brand Vision Marketing even applauds the company’s marketing strategy, stating it “has been highly influential in attracting and retaining users, making it one of the most successful campaigns for an online language-learning service.” Either way, TikTok users love seeing the recognizable green bird on their feeds. 

Aside from all the different company profiles, TikTok is also home to various influential and well-known individuals. In the world of plastic surgery, Dr. Miami has stood out not only for his surgical skills but also for his ability to connect with a broader audience through social media. TikTok, known for its diverse content, has become a platform where Dr. Miami’s charisma and expertise shine through.

 With the help of his social media manager, Santina, his account is full of videos containing popular TikTok trends and trending audios for his skits. Dr. Miami’s humorous and carefree persona on TikTok not only humanizes the field of plastic surgery but also helps viewers relate to it on a more personal level. He lowers barriers and establishes accessibility by encouraging people to contact him for their medical needs.

Although these different companies and individuals have a very established area of work, their likenesses and relevance have grown immensely due to the online personas they have created. Social media is such a significant aspect of our lives and is a great way for companies to expand their products globally and socially. An article in Forbes details the importance of social media in the growth of businesses and companies by stating, “The most-used aspect of this digital life has become social media. If you have a business and are not building your brand and marketing on social media, you are choosing to get left behind.” 

Every company has its own product and audience it wants to attract and, if the purpose of the business allows it, should get the opportunity to be humorous and charismatic for online viewers. Not only will this aid in breaking down corporate stigmas, but it will also create a more equally balanced relationship between the company and its patrons.

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About the Contributors
Naydine De La Fuente
Naydine De La Fuente, Copyediting Coordinator
Naydine De La Fuente (she/her) is an English major with a double concentration in professional and creative writing with a minor in communication. She joined The Paisano during the spring 2023 term in order to indulge in her passion for writing. In the future, she plans to pursue a career in journalism or publishing in hopes to utilize her writing skills. Outside of the organization, she enjoys reading, journaling and spending time with friends, family and her dog.
Mariana Ramos
Mariana Ramos, Graphic Artist
Mariana (She/They) is a freshman Sociology major from Houston, and this is her second semester at The Paisano. Outside of the organization, you can usually find them starting a new book, studying history, or discovering new albums to listen to. She joined the Paisano to begin her journey as a digital artist and expand her creative abilities.

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