Unhinged: The Social Media Strategy

In the digital marketing landscape, brands are constantly seeking innovative techniques to capture the attention of their audiences. While traditional methods have their place, some companies dare to push the envelope, adopting what many would call "unhinged" social media strategies.

Before I start, I have to put a disclaimer: unhinged marketing is not for every brand. It is critical to know your target audience.

Unhinged marketing is for younger audiences, largely what is considered Gen Z, or even young Millennials. This type of marketing should embrace a blend of absurdity and wit that can border on the bizarre. The approach thrives on the unexpected, leveraging memes, slang, and internet culture in a way that feels like the inside joke of a digital-native generation. Brands adopt personas that might tweet outlandish statements (think: Wendy's) or create advertisements that resemble a fever dream more than a sales pitch (think: Mountain Dew's "Puppy Monkey Baby" Superbowl ad).

This strategy captures attention in the crowded digital landscape. It fosters a sense of camaraderie and understanding between brands and their younger consumers. It's a wild ride through the absurd but one that resonates deeply with a generation fluent in the language of irony and online humour.

On the other hand, older generations, such as boomers, may have different sensibilities regarding humour and advertising. Having grown up in an era before the digital explosion, boomers tend to appreciate more straightforward and sincere messages, valuing reliability and authenticity over the shock value or irony that typifies much of today's viral marketing campaigns. Brands aiming for universal appeal might consider strategies that balance innovative humour with the timeless appeal of clear, respectful messaging to engage audiences across the generational spectrum.

So, with that disclaimer out of the way, let's get into it!

The unhinged marketing approach, characterized by its boldness and unconventional nature, can yield surprising success. Among the myriad of companies navigating the social media sphere, Duolingo, MyMetro, and RyanAir stand out for their unique strategies.

Duolingo, the language learning app, has mastered the art of personification through its green owl mascot, Duo. This is the company people think of when you say "unhinged." The company's social media strategy is unhinged because of its slightly menacing reminders to users to complete their language lessons. Duolingo's approach involves playful threats and memes that resonate with a younger audience, making learning a new language feel less like a chore and more like an entertaining challenge. This strategy has helped Duolingo increase user engagement and cultivated a vibrant community of learners sharing memes and experiences, further amplifying the app's presence on social media.

Another example is MyMetro, a lesser-known public transport app, which took a similarly daring approach by embracing the everyday chaos and unpredictability of public transportation in its social media campaigns. I recently came across a MyMetro Reel while scrolling through Instagram, and it immediately made me think, "Is this real? What the ****?" The social media strategy this transit company uses is trendy... literally. They find trending audio, and find things around their place of business that somewhat bizarrely go with the audio. (The reel I first saw was two train carts hooking up to each other, with the background audio saying, "Two best friends, in a room, who might kiss..."). It was enough for me to spend a full five minutes on an Instagram page for a transport company that isn't even on the same continent as me.

Speaking of not being on the same continent, the only reason I know about RyanAir, the budget airline known primarily in Europe for its cost-cutting measures, is because it is unhinged. RyanAir embraces its reputation rather than fighting it. Its social media strategy includes self-deprecating humour and witty comebacks that influence the public's perception of the airline. Mixing this with seemingly random videos, such as planes talking in made-up languages and their Instagram bio literally being "catch flights not feelings" (in all lowercase letters), I find myself wanting to book with RyanAir, despite it's mediocre (mid) reviews and the fact they don't fly to Canada.

RyanAir's willingness to poke fun at itself and engage with customers' complaints and jests in a lighthearted manner has surprisingly enhanced its brand image. This unconventional approach has demonstrated that even negative perceptions can be turned into engagement opportunities, showcasing the airline's confident, playful side and humanizing the brand.

These examples illustrate that stepping outside the conventional boundaries of social media marketing can be incredibly effective. Duolingo, MyMetro, and RyanAir have managed to stand out in a crowded space by adopting strategies that might seem unhinged at first glance. They've shown that taking risks and embracing a brand's unique personality can lead to higher engagement, stronger communities, and a more memorable brand experience. As the digital landscape changes, it will be fascinating to see how other brands might follow in these footsteps, turning traditional marketing wisdom on its head in search of viral success.