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The best brand marketers on Twitter are often praised for how human they sound and how much modern social savvy they bring to their posts.
But sometimes there’s a moment where even the biggest brands are reminded that they’re not like everybody else. They’re companies aiming to profit off their content, which means the rules of the road most of us follow as everyday civilians don’t always apply.
Case in point this week: GIFs and videos that originate on TikTok.
The smartphone video app has become the hottest platform of the moment and is having a noticeable impact on pop culture, as best illustrated by the explosive popularity of meme fueler Lil Nas X.