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On TikTok, companies have started trolling customers

On the app, more and more companies respond sarcastically and impertinently to complaints: a risky practice that betrays a lack of familiarity with the medium

When Jack Remmington emerged from the London swimming pool where he had gone for a swimming session at the end of October he found himself in ” what can only be described as a deluge “. Luckily for him, the 28-year-old presenter and content creator had invested £20 in a brand new Uniqlo umbrella. He opened it and took out his phone to document the downpour. While he was intent on filming, however, the umbrella broke .


Once safe and dry, Remmington uploaded to TikTok – where he has nearly 66,000 followers who appreciate his hyperbolic humor – a video of him ranting and thrashing in the rain. He didn’t tag Uniqlo on the app, but he did on Twitter, a platform where social media managers tend to respond directly to customer complaints . The brand did not respond to the tweet, but Remmington received a comment on TikTok a day later. Uniqlo edited a stitch  of his video and posted a clip of an umbrella with human eyes added. According to Remmington, it was the company’s way of saying, ” Oops, haha, what have we been up to? “.

An increasingly common trend

On TikTok customer service is not always so functional. Low-cost airline Ryanair has 1.8 million followers on the app, which it has garnered mostly from the sassy way it responds to its passengers . A video released last August , which got 14.4 million views and is titled ” When you understand that no matter how much they complain, they will still want with you “, shows a plane laughing (the press office did not respond to a Wired UK ‘s request for comment ).


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