Wendy’s Took #NationalRoastDay to TikTok — Did It Convey 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 submit 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 protected, and the made-up social media vacation grew to become an annual affair that was a large success.

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

This yr, 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 yr’s roast didn’t carry the warmth.

Underneath the roast movies, comparisons to the corporate’s earlier roasts on Twitter have been continuously 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 particular person AIN’T the identical as Wendy’s Twitter”

Listed below are a number of the explanation why the newest roast felt lukewarm in comparison with earlier years.

TikTok’s Strict Group Pointers

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

Video Supply

Sharing roasts through 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 tougher to land.

It’s price noting there have been a number 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 doubtless a beneficial experiment that may assist Wendy’s social workforce 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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