Weird Brand Posting
This piece by Sopan Deb discusses how corporate brands have adopted a quirky and unconventional social media presence in an attempt to engage younger audiences, particularly GenZ. Brands use memes, slang, misspelled words, and comical posts to connect with the digital generation, taking inspiration from online influencers on platforms like TikTok and Instagram Reels. However, this shift in brand tone has drawn criticism for coming across as inauthentic and forced as companies attempt to mimic the informal style of Internet culture. The trend began in the mid-2010s, with Wendy’s being one of the early adopters of this “Weird Brand Posting” approach…
While this strategy had its success, some argue that it’s not enough, as GenZ consumers increasingly consider corporate ethics and values when making purchasing decisions. Corporate behavior and authenticity are key factors in their support for brands. The article also mentions the recent changes on Twitter, or X, where Musk has influenced the platform’s features and moderation policies, causing some to withdraw from active engagement. Brands are now turning to other platforms, and it remains to be seen how they will adapt to emerging alternatives like Instagram Threads or Bluesky.
Read the full article in the New York Times.