Once a Liability, the Rogue Social Media Manager Is Now an Advertising Strategy

Brands like Duolingo, Spindrift and Simulate are getting snarky and breaking the fourth wall on corporate social accounts

It’s no secret that sports marketing is one of the hottest topics on marketers' minds. Determine the best way for your brand to show up at ADWEEK Brand Play: A Sports Marketing Summit. Register now to join in NYC or virtually on May 9.

A new class of social media managers is adopting a vernacular that diverges from the mother tongue of advertising: They’re snarky, making their jobs as corporate employees part of the bit and sometimes criticizing the brands they’re being paid to promote.

Consider a few examples that have each been liked and viewed thousands of times across social platforms.

In a TikTok for sparkling water brand Spindrift, employees sung a lackluster rendition of Lizzo’s hit song “About Damn Time,” noting, “when you’re a brand so you can’t use the original audio,” referencing how popular music isn’t available to brands on TikTok.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the July 25, 2022, issue of Adweek magazine. Click here to subscribe.