TikTok’s popularity has been blowing up in the past year, which has resulted in several large brands finding their way to the social media site. This includes PlayStation, which launched a TikTok account back in December, and now Xbox has followed suit this week, marking its debut by poking a little fun at itself.
The next console generation hasn’t officially started, yet there have already been enough mishaps surrounding the PlayStation 5 and Xbox Series X for gamers to make fun of, with the fiasco over next-gen pre-orders being the most recent. For the most part, though, Microsoft has been taking it all in stride. In recent times, the Xbox brand has been leaning more on a wry sense of humor in its social media presence, which can be seen in how it acknowledged this month’s massive Xbox Series leaks with a popular meme.
That sense of humor was on full display when the company set up shop on TikTok this week. The first video on the official Xbox account centers on someone trying to figure out what Xbox’s first TikTok post should be. This leads them to start scrolling through a gallery of images referencing all of the memes that have poked fun at the Xbox Series X and S’s designs, featuring photos of fridges, speakers, and all of the other random objects that the consoles have been compared to. The video can be seen here.
A couple more videos have since been added, and they continue with the tongue-in-cheek tone of the first. One offers a quick but informative rundown of the Xbox Series S and its features, while the other shows the Xbox Series X before flashing back to the original Xbox’s unveiling from 2001. At this rate, it wouldn’t be all that surprising to eventually see Microsoft use the Xbox TikTok account to continue throwing shade at PlayStation.
Whenever a brand tries to take part in meme culture like the average social media-goer, the results can be pretty cringeworthy, but so far Xbox’s social media team has maintained a pretty solid balance of humor and marketing ahead of the XSX’s launch. With Microsoft trying to move Xbox towards a more service-based platform that lets users access their Xbox games from multiple devices, it makes sense that the company would also change up how it engages with the Xbox community in order to make its platform an appealing alternative to the PS5.
And considering that the official Xbox TikTok account already has around 468,000 followers, 1.4 million likes, and 8.7 million views after just three short videos, it seems like this strategy is working. From the looks of it, it pays to be able to roll with the punches in the face of endless Xbox memes.
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