Instagram & tiktok drama: brands are diving headfirst into the shade wars
The internet is ablaze. Alex Cooper’s takedown of Alix Earle on TikTok has ignited a full-blown celebrity feud, and brands aren’t just watching – they’re actively participating in the digital mudslinging.
The unexpected battleground
What began as a simple critique quickly escalated, with SNL’s ‘Alix vs. Alex’ sketch offering a deliciously cynical snapshot of the escalating tension. Now, luxury brands and fast-food giants alike are throwing shade in the comments section, transforming a celebrity squabble into a strategic marketing opportunity.
From passive observation to active engagement
Forget politely nodding along to trending conversations. Brands like Subway Germany and Wingstop aren’t just offering ‘cookies and milk’ – they’re delivering pointed, sometimes wickedly funny, comebacks. This shift represents a fundamental change in how brands interact with their audience, moving beyond broadcasting to genuinely engaging in real-time dialogue.
Gen z’s new shopping compass
Crucially, Gen Z is no longer just scrolling past profiles. They're actively seeking out brand commentary within the comments. More than half (52%) now turn to comments sections when researching products and brands, surpassing the 37% who visit profiles and posts directly. This signals a massive shift in consumer behavior – they’re treating the comments as a vital, unfiltered source of information.
Brands are joining the conversation
Luxury fashion houses, traditionally wary of the messy realities of online discourse, are cautiously dipping their toes in. Brands are prioritizing authenticity and relatability, mirroring the casual tone of a group chat. The rise of social media managers like @DrKayla_MD, participating in trends like the ‘nobody here knows I’m the X admin’ phenomenon, demonstrates a willingness to inject personality and humor into brand communication.
A calculated risk – and a potential reward
However, this newfound engagement isn’t without risk. Overly aggressive or ill-judged comments can quickly backfire, particularly for brands with a reputation for aspirational luxury. As consultant Gemma Lacey notes, “Brands aren’t talking to their audience anymore, they’re joining them.” The key, she argues, is conversational discipline and a genuine understanding of the platform’s culture.
The algorithm’s evolving landscape
The shift towards prioritizing comments reflects a broader trend in social media. Organic reach on Instagram has plummeted, forcing brands to invest in paid promotion to gain visibility. The comments section, therefore, has become a critical – and increasingly expensive – space for brands to be seen. The success of Burt’s Bees’ TikTok stunt – leveraging a fake Prada account to drive engagement – highlights the potential of this new tactic.
Beyond the like and share
Ultimately, the value of brand comments lies not in traditional metrics like likes and shares, but in fostering brand relatability. The focus is on being included in the conversation, rather than dominating it. As Alexa Kesta observes, “Brands aren’t trying to be authorities; they’re trying to be friends.” This is a fundamental shift in strategy for the fashion industry.
The future of brand-consumer interaction
The introduction of the Instagram pin feature further amplifies this trend, giving brands the power to steer and shape online conversations. Brands must learn to listen, react, and contribute meaningfully to the digital dialogue – or risk being drowned out by the noise. The brands that can do this – authentically and with a touch of irreverence – will ultimately thrive in the ever-evolving landscape of social media.