The Rise of Unhinged Marketing on Social Media (& How Your Brand Can Try It)
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This year, things have gotten unhinged on social media. The internet has always been a strange place, but it’s extra unusual lately. Recently, there’s been a shift to brands creating weirder and weirder content. No, I’m not talking about the snarky Wendy’s Twitter from the mid-2010s; I’m talking about the unhinged chaos of brands on TikTok and beyond. Today on the blog I’ll define ‘unhinged,’ explain the origins of the madness (and the rationale behind it), share examples, and offer guidance for when and how to try it. Let’s dive in!
What does it mean to be unhinged on social media?
I’ll be honest: I avoided writing this blog post for months because I couldn’t figure out how to define ‘unhinged.’ You just…know it when you see it. Luckily, the internet has some guidance:
For one Redditor, it’s “having the essence of chaos.”
Various Urban Dictionary users explain it as “deranged” or “unstable.”
According to Digiday, it’s “breaking the fourth wall and leaning into the language of the internet to appear relatable and human-like.”
The theme here is that the content is unconventional, deviating from the agreed upon norms of past brand content. It’s not boring graphics, promotional photos, or anything explicitly selling something. This type of content is meta, self-referential, and requires social media professionals to lean into the weirdest parts of ourselves. That’s probably why I love it so much! At least, when it’s done well.
Where did the ‘unhinged’ trend come from?
6 years ago, Wendy’s went viral on Twitter for a snarky clapback to a customer. Folks found their sassy brand presence unexpected and entertaining. What Wendy’s did in 2017 was groundbreaking at the time and set a trend for years to come. I always remind folks: brands are allowed to have a personality! Nobody wants to follow brands that are stodgy, dated, and old school. It’s painfully boring, especially to the younger generations that so many brands want to reach. However, you can’t just copy Wendy’s approach. You have to tailor your approach based on a thorough understanding of your audience. Otherwise, it just feels forced and fake.
Eventually, the weirdness translated to the real world. For example, in 2018, the Philadelphia Flyers launched their mascot Gritty, who is like the embodiment of an unhinged social media personality. The 7-foot tall orange creature with googly eyes is wildly popular! A deep understanding of their target audience paired with thoughtful planning and strong execution led to the creation of a memorable mascot that people have embraced. As deranged as Gritty is, he’s truly beloved.
All of this is part of a larger trend ditching perfectly polished content for something that feels more real. We’re all a little weird on the inside, right? So why pretend? That being said, much of this unhinged content is strategically developed, with goals in mind. According to Digiday, “more often than not [it’s] pre-planned and approved by senior leaders or legal teams…there’s a method to the madness.”
Why are brands doing this unhinged approach?
The rationale behind unhinged marketing efforts often boils down to the demographics brands are trying to reach. Esquire Middle East explains, “when marketing to Gen Z… they appreciate self awareness from their faceless corporations, and TikTok is the platform at the forefront of this trend.” It’s tough to win the attention of Gen Z. They want marketing that doesn’t feel like marketing. And this chaotic content is working. “People engage with it significantly more than they do with conventional adverts,” reports Esquire Middle East. If a post can make someone stop scrolling and leave a comment or send it to a friend because it’s so funny and unexpected, then that’s a win for the brand.
Which brands are doing unhinged marketing well?
Duolingo
I consider Duolingo the pioneer of unhinged marketing on TikTok. Last year I saw their social media strategist Zaria Parvez speak, and she emphasized the importance of the human truth at the core of your brand and keeping your audience entertained. On their TikTok, you’ll frequently see their mascot, the Duolingo owl, threatening to kill users for not doing their language lessons in the app. If I said that to someone 5 years ago, they probably wouldn’t believe me. But this strategy works! Parvez reported that after a viral video, app usage surges. Just seeing their entertaining content on the FYP reminds people to go do their lessons.
Just a giant owl being relatable.
Liquid Death
For those who aren’t familiar, Liquid Death is actually a water brand. Their entire brand personality is built around ‘murdering your thirst,’ so they’re already uniquely positioned. Their marketing is chaotic and full of humor. Lots of scythes, skulls, and yes, even murder. Trying to describe their ads is like documenting a fever dream, so I’ll let these screenshots speak for themselves. It’s absolutely bizarre and extremely memorable. Plus, it resonates with their target audience. Well done!
Taco Bell
The unhinged content from Taco Bell isn’t quite as chaotic as some other brands; it’s more of a low-grade hum of not caring. It’s all memes and jokes, and feels effortless. That’s what makes it effective! It doesn’t seem like they’re trying too hard, they’re just rolling with it and making simple, funny content that resonates with loyal Taco Bell fans.
I love Taco Bell’s simple captions. I’m sure lots of thought goes into them, but the vibe is so casual and laid back. It’s easy to forget they’re a huge brand.
Crocs
Crocs operates in a similar way to Taco Bell: they simply don’t care what’s normal or cool. They appeal to all generations, and their marketing is full of fun and personality. This fall alone, I’ve seen everything from scented cereal Crocs to Shrek Crocs to pumpkin spice Crocs. It’s funny, unique, and memorable.
Smell my feet? Cozzzy SZN? Not your typical ad copy.
Bush’s Beans
This summer, I saw Bush’s Baked Beans ads that stopped me in my tracks. They were advertising Father’s Day gifts. Not cans of baked beans for your dad. Bucket hats covered in beans. Baked beans and grill implement Jibbitz for your dad’s Crocs. So many eclectic items, it made me laugh out loud! I give them props for breaking outside the box and doing something unexpected for a canned bean brand.
Unexpected and delightful. Well done, Bush’s Beans.
Celestial Seasonings
Once again, the core of being unhinged is simply subverting expectations. A cozy little tea brand like Celestial Seasonings seems well suited to serving stale graphics to boomers on Facebook, or tea in cute mugs to millennials on Instagram, but they’re on TikTok as well, sharing tattoo ideas and other unexpected content that Gen Z delights in. Every generation needs tea, so why not get creative and meet them where they’re at?
The human truth at the core of Celestial Seasonings? It’s all about staying home and being cozy—so this TikTok is perfectly relatable to their target audience.
What kind of brands should try unhinged marketing?
This approach is not for every brand. This is where we’ve started to see the trend go too far: when it doesn’t fit the brand personality at all and they still jump in eagerly. If you’re a nonprofit food bank trying to raise funds from affluent baby boomers, an unhinged approach is probably not for you. It won’t resonate with your target audience.
Gen Z and millennials are the main groups who appreciate this type of content. Millennials often want brands that share their values and are doing some good in the world; Gen Z wants brands that don’t feel like they’re complying with some brand style guide PDF. They love brands that are just vibing. The sense is “if we have to exist under capitalism, let’s at least make it a weird, fun time.” They want to be entertained above all else.
Ultimately, I think unhinged marketing is most effective for:
Brands seeking to reach a younger demographic, especially Gen Z, and some millennials.
B2C brands that sell products, rather than B2B companies or nonprofits that offer programs and services.
It’s high risk and high reward, so if your business has a low appetite for risk, then unhinged marketing is not for you.
How can I try unhinged marketing?
Here are 5 tips to get started:
Observe memes and Gen Z humor – What resonates with them? What kind of jokes might make sense for your brand? Once you start to understand the feel of the humor, you can find ways to apply it to your niche.
Follow current trends and brainstorm your own absurd takes – Sure, hopping on trends is cool, but have you ever tried taking the trend in the most unexpected direction? Some trends result in people making the same jokes over and over. If you can jump in with a super creative spin on it, you can gain a lot of attention!
There are no dumb ideas – So many great ideas sound silly when they first arise. Celestial Seasonings, the tea brand, shared tattoo ideas on TikTok and it went viral! Others at the company may have thought it was stupid, but it really resonated on TikTok. No idea is too ‘dumb’ to pitch. I recommend running them by someone else before posting, just to check that you’re not being too outlandish or offensive.
Throw embarrassment out the window – Often, someone has to be in these videos. Don’t let the embarrassment at doing something odd get in the way of your creativity!
Don’t worry if it flops – That’s the nature of social media. Every month, there will be a best performing post and a worst performing post. When a post flops, that’s just an opportunity for you to learn something.
These tattoo concepts weren’t the best drawings ever, but they were wholesome and delighted Celestial Seasonings’s audience.
Good luck getting unhinged! I’m eager to see your best, most bizarre ideas come to life.
To learn more about TikTok, check out these past blog posts:
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