Dubai’s renegade coffee brand, Nightjar - well-loved for its creative, disruptive and ‘tongue and cheek’ social media posts - announced today that it has decided to take the brand’s Facebook account private and cease all Instagram interaction.

In a time of uncertainty surrounding TikTok’s future in the USA, Nightjar Coffee Roasters is doubling down on the creative chaos the platform inspires by moving its entire social media presence to TikTok. The bold move signals Nightjar’s commitment to staying ahead of the curve while brewing up an unfiltered experience for its audience.

Founder, Leon Surynt, clarified the reasons for this action:

“We have been reviewing the economics, usability and customer engagement on our social platforms for some time, and there are three deciding factors that brought us to this decision:

1. Nightjar typically spends 8-12% of Roastery retail sales on META ads, however over the past six months the click-through converting to website sales has significantly declined from the higher ROI enjoyed in previous years. Empirical testing indicates that our consumers’ Instagram’s feed is becoming increasingly cluttered with ads and/or content that is either irrelevant or does not resonate. Financially, the benefits of using targeted Google and TikTok advertising now far outweigh that of META.
2. While the ROI is declining, the quantitative cost to develop worthy content for META’s platforms are significantly increasing. We believe that Instagram’s rigid content framework is becoming increasingly static and requires greater inputs to create credible, interesting or engaging content. Conversely, TikTok is a DIY tech that’s more fluid, fun and engaging. Despite the commercial challenges for TikTok in USA, we believe it is now a far superior platform for promotional purposes – and who needs 50 states when we’ve got one global stage?
   
3. META’s recent announcements demonstrate that their stewardship and values no longer align with Nightjar. META’s shadow banning and political bias around ongoing geopolitical events is now the norm, and the lack of transparency or fact-checking harmful content now in place at META gives me great concern for the future. As far as I am concerned, my business can go elsewhere”.

From behind-the-scenes looks at the roastery to avant-garde coffee challenges, Nightjar plans to harness TikTok’s unique format to bring its followers a fresh and unfiltered perspective on coffee culture. This move aligns with the company’s ethos of innovation and adaptability, while also celebrating TikTok’s ability to break down borders and connect global communities.

To sweeten the deal, Nightjar is launching an exclusive TikTok campaign, “Save TikTok, Save Yourself”, offering great coffee discounts in-store to followers who engage with their content. The campaign encourages fans to embrace this creative shift and follow the brand as it leads the charge into new digital territory.

“While others may be questioning TikTok’s longevity, we see it as a playground for creativity,” says Anita Strother, Director of Operations at Nightjar Coffee Roasters. “Nightjar has always thrived on being unconventional—whether it’s our coffee blends or our brand voice. TikTok gives us the stage to share our story in the most dynamic way possible.”

Nightjar Coffee Roasters invites its audience to join the conversation on TikTok @Nightjar.Coffee and experience the brand like never before.