September 6, 2022

Meet Melanie Mercedes: The Brains Behind TIDAL’s Online Evolution

“My success as a Community Manager requires a certain level of autonomy, and that can be scary for brands,” says Mercedes in an interview with Forbes

Streaming service Tidal was founded by Jay-Z in 2014 who has managed to build an online audience and platform that profoundly resonates with its target audience. Melanie Mercedes has been one of the most significant forces behind developing TIDAL’s social strategy and building a solid worldwide online audience. 

Over the past two years, Mercedes has been actively growing the streaming services’ online presence. TIDAL has raised over 400,000 followers on Twitter, 764,000 on Instagram, and over 200,000 followers on TikTok.

According to Mercedes, the best strategy for cultivating an impactful online presence is ensuring your platform sticks to the brand’s purpose and always delivers the message you want to give. 

“I think brands fail to realize that your purpose should slightly vary from platform to platform. You shouldn’t have the exact same presence across the board. How are you using each channel to educate your audience, engage them, and drive meaningful awareness of the brand?” said Mercedes. 

Over the last six months, Mercedes has built a worldwide community with the platform’s most engaged followers, branding them “TIDAL STANS.” In addition, Mercedes has helped TIDAL separate itself from its counterparts by connecting with the brand’s community of music lovers and localizing all content to help service its audience. 

“But herein lies the difference between a social community manager like myself and a marketing person running the brand’s social handles. Spoiler alert: your followers on social media can spot the difference.” 

Kumba Kpakima

Kumba Kpakima is a reporter at POCIT. A documentary about the knife crime epidemic in the UK got her a nomination for the UK's #30toWatch Young Journalists of the Year.