Social Media

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

Duolingo, Scrub Daddy, Simulate and Spindrift — Brands including Duolingo, Spindrift and Simulate have taken this new approach to social and have seen thousands of views on their videos.ChefBoyRG

July 25, 2022

At Social Media Week Europe, 7–8 Nov., we'll explore emerging technologies, sustainability and the future of Web3 with marketers from Dove, Ogilvy, Wendy's, Spotify and more. Save 30% on your pass now (ends 29 Aug.).

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.