The TikTok account and building itself have even been participating in the conversation surrounding current media. This account has personified the building, turning to jokes and current trends to keep themselves afloat, all while still advertising it as a tourist attraction. The Empire State Building TikTok account is a blatant example of this, boasting 496.8K followers. Accounts that do this have been growing in popularity. It’s the companies that strive to amuse customers that will do well in this climate. Those who can add delight to the customer experience will excel,” said Jeff Bradford, Forbes Agency Council member from Dalton Agency, in a Forbes article on brand marketing trends. “Brands that emphasize peace of mind, tradition, family-the comfort of a connection to others-will do well. With an ever-decreasing attention span in people of today, companies are forced to be creative with their advertising. Social media has given companies new ways to advertise. Rather than create advertisements blatantly trying to sell their product or service, many companies are turning to a more casual approach.

It’s just another joke, made funnier for the fact that it is made by a company you would normally take seriously. It’s not explicitly advertising, but it steals your attention nonetheless. Then, there it is, a post from a brand account. Friends having fun, the occasional joke to steal a giggle, maybe even some advice. Scrolling through, there’s things to be expected.

It is then when a person turns to social media, needing something to keep them occupied in this moment. There’s a lull in the day, a free moment when there is nothing to do but exist.

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