The Advertising Urge To "Hello Fellow Kids"

by Audrey Marlett, Art Director at Mekanism

According to recent research, mindless scrolling on socials can cause brain atrophy. The feeling of chronic boredom can also lead to cognitive decline. This is bad news for brands, who are active on social media now more than ever. The constant stream of branded, outdated memes captioned, “Hey, bestie!” might be slowly lobotomizing us.

But we can’t really blame brands. In today’s media landscape, the coveted prize of cultural relevance is mostly achieved by being pop-culturally literate and terminally online. Keeping a foothold in the conversation is pivotal. Gen Z is impervious to the “cool and approachable” one-size-fits-all tone of voice.

It’s time we get serious about being chronically online. Instead of pandering to Gen Z with played-out trends, brands should aim to provide unique, intriguing contributions to online discourse. Nutterbutter, Amtrak, and Reformation have been a beacon of hope in a rapidly deteriorating digital landfill of branded content. Nutterbutter’s irreverence, Amtrak’s relatable insights, and Reformation’s partnerships with niche internet meme artisans have provided a framework for how brands can capture attention and sway the algorithm in their favor.

If you aren’t familiar with Nutterbutter’s social media presence, you’re in for a chilling surprise. Nutterbutter’s Dadaist, deep-fried posts are as haunting as they are breathtaking. And a normally health-conscious Gen Z audience is clinging to their every meme. In one of their recent posts, a distorted, anthropomorphic Nutterbutter cookie wearing a monocle hovers near an open door leading to nowhere. Upsidedown text that says “N̷̢̼̰̜̰̟̱̈́̄̈́͗͛Ư̸̯̪͚̺̫͇̰T̶̨̛̼͓̺͎̻̱̪̮͆̑͜T̸͖̰̰̹͓̘̈́̓͗Ę̴̪̺͍͔͉̞̮̈́̍̿̃̊̇͜͝Ȑ̵̢̟͔̥̔̽̕ ̴̧̤̜͇̤̠̗͖͓̅̿͒̀̚͠B̴͕̮̬͒̏̎Ü̵̢̲̫̺̟͙͖T̴̬̯̫͉̙̋̇̎͘Ṭ̵̢̠͉̪̤̤͉̇͋̑̽̃͗̈́͛͜ͅE̷̺͍͊͌́̀̔́R̵̡̡̖̩̪̝̥̞͒̓̀̈͂ͅ” is overlaid. The caption reads, “SEEK way.” Everyone in the comments is playing into the bit, offering replies like, “SEEK” and “let us in.”

There is no tongue-in-cheek self-awareness in Nutterbutter’s posts. No “Tag your besties!” caption. No “National Dessert Day” recipe reels. Just a brand that’s captured the internet by going completely rogue. Needless to say, Nutterbutter’s content is so far from the norm and so committed to the bit, that their official Instagram looks like an authentic meme page– or, at the very least, a psychological experiment.

Embracing the absurd isn't the only way to get attention online. Amtrak is a prime example of how brands can use pertinent human insights to create a range of content that speaks to vastly different groups of people. Amtrak's posts (shoutout to our IAT partners Little Buddy!) need to resonate. After all, their audience is everyone who can ride a train. Posts that pertain the subtle, satisfying moments of travel touch on the little universally cherished experiences we all share. For instance, Amtrak’s “Window Seat Acceptance Speech” reel perfectly demonstrates lighthearted relatability– everybody loves a window seat on the train.

Sometimes Amtrak nods to the exceedingly online crowd with reels that feature cartoonish sound effects, rapid cuts, and early 2000s Windows Movie Maker inspired transitions. In a recent post promoting their long distance Florida route, they lean into the widely accepted conceit that up North, winter sucks. Even though its message is conveyed almost instantly, you’re compelled to watch the whole video because the editing is fast-paced and wildly unexpected from an official brand page. From mildly unhinged posts to sincere odes to travel, it genuinely feels like Amtrak understands each demographic they aim to reach.

To ensure that their content feels truly authentic, Reformation has partnered with creators who are embedded in both fashion and meme culture. These creators specialize in self-aware, hyper-relevant, lo-fi posts that touch on specific cultural and fashion insights. By working with these niche accounts, they’re able to reach the depths of the algorithm.

Reformation’s partnership with Americana at Brand Memes illustrates how brands can subtly weave their products into posts that feel like organic content. A slide in a “starter pack” meme carousel reads, “Brooklyn Resident Cosplaying as a Starving Artist,” featuring an incisive collection of clothing and accessories, including one cleverly placed Reformation cardigan. Each frame in the carousel touches on a pop-cultural or subcultural insight. Overall, Reformation’s existing tone pairs seamlessly with the creators they partner with. It feels so effortless and natural, that by the time you realize it’s branded, you’re not even mad about it.

With accounts like these, it feels like there’s hope for brands on social. A “Hey Bestie!” free digital utopia. We hope to see more brands willing to explore this kind of irreverent tone and take a chance on meme-savvy influencers who will help them find a voice that sounds authentic and digitally native. In the meantime, I’ll be watching the harrowing videos on Nutterbutter’s official TikTok.