Don't bite the hand that Tweets you
Facebook recently broke the one billion member mark; Lady Gaga tweets to over 30 million ‘little monsters’ daily; the word ‘Lolz’ has finally emerged from online obscurity to be formally recognised in the Oxford Dictionary.
No matter how you look at it (or through which Instagram filter), the scale of the social media world is overwhelming – it has infiltrated every aspect of our lives, from how we talk (barely), to how we drive (dangerously) and of course how we share (obsessively).
Having documented, diarised and displayed nearly every aspect of our lives via social media platforms, the inevitable has occurred. We have examined ourselves and our lives so closely that we have been forced to see the funny side (as well as every meal eaten by everyone, ever).
Self-deprecation and parody of our social media behaviours – most glaringly, our twitchy thumbs – is now driving almost as many memes as Rick Rolling and LOLCats combined. That’s unheard of. We have grown to love making fun of ourselves for our social media habits – the good, the bad and the ugly (two words: duck face).
It comes as no surprise then that we are seeing brands, keen to stay on-trend, begin to jump on the bandwagon to point out some of the more ridiculous aspects of our networking narcissism. DDB’s recent #FirstWorldProblems campaign for not-for-profit organisation WaterIsLife is a good example.
When done right, this can be a great way for brands to up their cred with consumers. It proves how hip and in-touch with both their audience and the platform they are. In the best case scenario, it pitches them as ‘just one of the gang’ – which is all well and good as long as they remember one very important thing: they’re not.
This certainly doesn’t mean brands can’t play in this space, it just means they need to err on the side of caution when joining in on a consumer conversation to poke fun at the very people they depend on to support their brand.
Think of the last time a friend was bemoaning how ridiculous/frustrating/selfish their partner was – it’s fine for you to listen, even throw in the occasional enthusiastic nod of agreement, but join in to point out how stupid they look when they dance? Not okay.
The same rules apply here – it’s fine for consumers to make fun of themselves but for brands planning to take a seat in the peanut gallery, here are three quick guidelines to live by:
Step 1: Find an existing social media behaviour with scale – do not DIY.
Your audience has to be aware of the behaviour before they can appreciate your punch line, so choose something with considerable scale. Trying to introduce or manufacture your own social media ‘in-joke’ will generate nothing but awkward social silence.
Step 2: If you’re going to say something, make it good.
Keep in mind there are millions of people looking at the same content you are and making jokes about it every day, so be sure you have an original angle or at least the content and copy to compete. Don’t work hard to get their attention if you have nothing worthwhile for them to see, do or get involved in.
Step 3: Understand the context and work with it.
If you don’t understand the context, tone or underlying meaning of the behaviour you are trying to satirise, steer clear – using it incorrectly or out of context will cost you all credibility. Like your mum calling your friends ‘girlfriend’; awkward for all involved.
When it comes to the social media space, ultimately brands should consider themselves a guest at a party. Try to fit in and make friends – be funny, charming and by all means bring gifts. Guests that storm in and take over the DJ decks are rarely invited back.
Tess Murphy is strategy executive at Carat Melbourne
Please login with linkedin to comment
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.