Brands have undergone a dramatic shift in their social media strategies, moving away from carefully curated, professional content toward more chaotic, Gen Z-inspired approaches. Brands like Duolingo, Dunkin’, Scrub Daddy, and Nutter Butter have embraced internet culture and the unhinged, unpredictable nature of social media.
Nutter Butter, in particular, has gained attention with cryptic, often bizarre posts, including videos of peanut butter-covered haunted houses and surreal tweets. While some have called these posts a “fever dream,” the brand’s strategy has succeeded in drawing attention and accumulating over a million followers.
The unconventional approach has sparked debates about the effectiveness of such a strategy. Nutter Butter’s VP of social marketing, Tony Wood, expressed confidence that the brand’s more experimental approach to social media doesn’t risk alienating customers.
Despite some confusion over the brand’s posts, the strategy has proven successful, particularly among younger audiences. Wood argues that as the expectations for social media content evolve, subcultures that once seemed niche are now more mainstream, allowing brands to take creative risks without fearing backlash from older generations.
This shift towards embracing internet culture isn’t entirely new. Brands have been experimenting with “unhinged” social strategies for years, with notable examples including Wendy’s viral clapbacks, Radio Shack’s controversial tweets, and Dunkin’s Halloween campaigns.
Brands Shift to Chaotic, Gen Z-Inspired Social Media Strategies for Major Engagement
These strategies have been particularly effective in appealing to younger generations like Gen Z and Gen Alpha, who value humor, authenticity, and a brand’s willingness to take risks. Creative agency expert Holly Willis notes that this type of social media engagement helps brands seem more relatable and willing to experiment, which resonates with younger audiences.
For brands like Nutter Butter, the goal has been to reach Gen Z and Gen Alpha, who are often harder to engage through traditional marketing methods. The shift in focus away from millennials allows brands to experiment with more absurd and quirky content without worrying about alienating older consumers.
This focus on youth culture is strategic, as these younger generations are becoming the primary consumer base. Liz Cole from VML agency reassures that the risks of alienating older consumers are often overstated, as many brand loyalties are not easily shaken by unconventional social media approaches.
However, the challenge lies in sustaining such a strategy as internet culture moves quickly, and trends change by the day. As more brands adopt this chaotic social media approach, they may struggle to stand out from the crowd. Cole warns that as more brands embrace the same “internet voice,” it risks becoming generic and losing its impact.
Despite these challenges, Wood remains optimistic, citing data and social listening tools to prove the effectiveness of Nutter Butter’s strategy. While attention may be fleeting, the brand’s approach has resonated with its target audience, demonstrating that bold, unconventional strategies can yield substantial results.
