639On TikTok, a platform centered on instant resonance, users’ loyalty to brands often begins with an interaction where they feel “seen,” and is strengthened by ongoing emotional connection.
How can a passerby’s casual stop be transformed into a loyal fan’s long-term following? The answer lies in emotional management strategies—emotional resonance, value identification, and personalized interaction—making the brand a companion in users’ lives.
Image source: Google
Emotional Connection: Creating a Sense of Dialogue
Users crave attention, and TikTok’s comment section is the most direct window for brands to communicate with users. The core of emotional management is making users feel that the brand is truly listening.
Brands can showcase their warmth by replying in a personalized way, incorporating emojis, memes, or brand-specific language based on the content of user comments.
Case Study: Fenty Beauty
Beauty brand Fenty Beauty interacts frequently in TikTok’s comment section. The brand not only quickly answers users’ questions about product usage tips and shade selection, but also posts interesting comments to attract user participation and interaction.
This proactive communication makes users feel noticed and valued by the brand, which enhances their sense of identification and loyalty, driving product sales growth.
Image source: TikTok
Building a Sense of Belonging: Making Users Insiders
The higher goal of emotional management is to create a sense of belonging, making users feel like part of the brand community. By establishing exclusive cultural symbols—such as specific filters, challenge hashtags, or slogans—users’ identity recognition is reinforced.
Case Study: Rael
Skincare brand Rael motivates users to share their personal experiences through brand-named challenge activities, selecting high-quality content to create brand advertisements.
The brand not only incorporates fans’ real stories into official ads, but also discusses the meaning of “beauty” with fans in the comment section. Thanks to this strategy, Rael’s fan base continues to grow, with users spontaneously spreading the brand.
Image source: TikTok
Value Identification: Conveying Brand Personality Through Long-Term Content
The ultimate goal of emotional management is to achieve deep resonance between users and brands at the level of values. Brands should not be limited to product promotion, but express their views and positions like a thoughtful, emotional “person.”
For example, brands can actively participate in social issues such as environmental protection and public welfare, conveying positive energy and triggering emotional resonance among users.
Additionally, using vivid stories and interesting settings instead of traditional advertising is also an effective way to convey positive values, touch users’ hearts, and strengthen the emotional connection between brand and user.
Case Study: Duolingo App
Language learning app Duolingo has established itself on TikTok with a quirky character—a talking green owl that teaches seriously but also dances humorously. The brand plays with memes in the comment section; for example, when users post “I can’t learn verb conjugation today,” the brand replies “The owl will cry for you,” turning learning pain points into a lighthearted experience.
This companion-style emotional output has greatly increased Duolingo’s TikTok followers, which have now reached 1.7 million.
Image source: TikTok
Emotional Management Is a Long-Term Investment
In the short video era where attention is scarce, emotional management is reshaping the essence of the relationship between brands and users. While tech-driven approaches chase algorithm secrets, the real breakthrough may lie in each user’s unmet emotional needs.
In the world of TikTok, emotional management is not a “traffic code,” but a “human heart algorithm.”
