Wendy’s Took #NationalRoastDay to TikTok — Did It Carry the Warmth?

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Wendy’s has been serving up sass on social media since 2017.

It began on Twitter. After the official Twitter account of Mcdonald’s mistakenly shared a tweet with typos, Wendy’s quote tweeted the put up saying, “When the tweets are as damaged because the ice cream machine.”

The success of this tweet marked the start of a brand new social media technique for the quick meals chain — roasting different accounts.

Wendy’s first Nationwide Roast Day was in 2018. Twitter customers may drop a Tweet asking to be roasted and the official Wendy’s account would counter with a ruthless response. No Twitter account was secure, and the made-up social media vacation turned an annual affair that was an enormous success.

In 2022, Nationwide Roast Day generated over 130 million impressions in a matter of hours and made Wendy’s an instantaneous trending matter on Twitter.

This 12 months, Wendy’s moved Nationwide Roast Day from Twitter to TikTok, turning it right into a three-day occasion from April 12-14  (beforehand, it was restricted to 24 hours). To take part, TikTok customers posted movies asking Wendy’s to roast them. The official Wendy’s account then responded with stitched movies delivering roasts from an animated “Wendy.”

If the remark part was any indication, this 12 months’s roast didn’t convey the warmth.

Below the roast movies, comparisons to the corporate’s earlier roasts on Twitter have been incessantly talked about. Customers left feedback equivalent to:

• “how is your roast colder than your fries”
• “the Twitter man is on trip”
• “Twitter Wendy’s must roast TikTok Wendy’s”
• “This individual AIN’T the identical as Wendy’s Twitter”

Listed here are a couple of the explanation why the most recent roast felt lukewarm in comparison with earlier years.

TikTok’s Strict Group Pointers

In comparison with Twitter, TikTok has extra strict neighborhood tips round what is taken into account bullying or harassment. Content material that’s deemed too harsh can rapidly be taken down from the video platform, including limitations to what Wendy’s may say through the roast.

Video Supply

Sharing roasts by way of textual content on Twitter permits a bit extra room for interpretation. Customers can learn the tweets sarcastically or think about a particular voice delivering the roast. With an animated character delivering the roast, there’s much less room for interpretation and the jokes are harder to land.

It’s value noting there have been a couple of gems shared on Nationwide Roast Day, like this video directed at AdAge that entrepreneurs can admire.

Although video presents distinctive challenges to delivering the kind of humor Wendy’s is thought for, shifting Nationwide Roast Day to TikTok was probably a worthwhile experiment that may assist Wendy’s social crew hone in on its short-form video technique.

Whereas the roasts might not have been sizzling, the stats round Nationwide Roast Day 2023 have been nonetheless spectacular. In the course of the three-day roast, Wendy’s shared 111 movies garnering over 109 million views and counting.

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