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

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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.



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