hot646 If Every Brand Is Funny Online, Is Anything Funny?
In the comments on a recent TikTok post by RyanAir, an exuberant traveler posted about flying the airline for the first time. In the past, the typical corporate response to this might have been something like, “We’re glad to have you!” or “Thanks for joining us!”
Ryan Air went with: “Do you want a medal?”
It was quirky, except not. Being weird on social media has become standard practice for corporate brands.
This has long caused some older people to recoil. And there are signs it is no longer working with millennials or Gen Z customers — people like Priya Saxena, 25, who works in digital marketing in Atlanta.
“I roll my eyes,” Ms. Saxena said. “A lot of them are trying too hard. I think sometimes they’re trying to fit in and reach out to my generation. So it’s not very natural.”
ImageApplebee’s has appealed to customers with quirky social media posts like this one: “‘Don’t eat after 8pm’ ok then tell me why apps are half off after 9pm????’” Credit...Hiroko Masuike/The New York TimesRon Cacace, a 33-year-old former social media manager for Archie Comics, said the brands are now in a “race to the bottom.”
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