It started in the 2000s with brands like Wendy’s replying to random tweets and Steak-Umm going seemingly rogue.
During the pandemic lockdown, brands started to experiment more with TikTok culture. At that point most of the brands speaking Gen Z online were speaking to their customer base. It was fun because it was relevant and resonated.
Then, on Sept 1st, 2022, Amtrak, decidedly not a ‘Gen Z’ brand, posted a one word tweet. And it blew up.
Trains. That’s it.
152,000 likes, 2,500 replies, 2,300 reposts, and bookmarked over 1,000 times (to look at again later, or show to friends).
With Amtrak proving that it was okay to take a risk online, brands like NASA and even the president followed suit.
Interns That Ate and Left No Crumbs
What started as a term to mock social media posts, a verbal “eye roll” to call out posts that seemed to be too silly or not media savvy, “letting the intern run the social” became the exact opposite. It became a term of endearment. Because the posts that came from the “unprofessional” and “inexperienced,” didn’t feel like ads, they felt fun.
The trend has taken off, and if you’re living under a rock with no wifi, here are some recent examples of how brands of all types are leaning in, with great effect.
This Airbnb’s video got over 11 million views in four days:
@fyfieldmanor I can confirm she understood nothing she said #staycation #bedandbreakfast #snallbusiness #genz #oldhouse #uk
♬ original sound - Fyfield Manor B&B
More than 6 million people have watched this one-minute video for a family-run, not-for-profit zoo, that took two hours to record:
@northumberlandzoo Our Zoo Directors didn’t understand the assignment. #genz #genzmarketing #viral #fyp #funny #marketing
♬ Jazz Bossa Nova - TOKYO Lonesome Blue
The entire IG of Ryanair goes hard.
What started as a term to mock social media posts, a verbal “eye roll” to call out posts that seemed to be too silly or not media savvy, “letting the intern run the social” became the exact opposite. It became a term of endearment. Because the posts that came from the “unprofessional” and “inexperienced,” didn’t feel like ads, they felt fun.
The trend has taken off, and if you’re living under a rock with no wifi, here are some recent examples of how brands of all types are leaning in, with great effect.
This Airbnb’s video got over 11 million views in four days:
@fyfieldmanor I can confirm she understood nothing she said #staycation #bedandbreakfast #snallbusiness #genz #oldhouse #uk
♬ original sound - Fyfield Manor B&B
More than 6 million people have watched this one-minute video for a family-run, not-for-profit zoo, that took two hours to record:
@northumberlandzoo Our Zoo Directors didn’t understand the assignment. #genz #genzmarketing #viral #fyp #funny #marketing
♬ Jazz Bossa Nova - TOKYO Lonesome Blue
The entire IG of Ryanair goes hard.
Amtrak’s IG continues to not miss, and Brita’s TikTok just plain slaps.
IMO, it’s about backlash.
People see over 4,000 ads a day. They feel invasive, and rarely feel relevant. People are sick of being sold and targeted and pushed to act now. Potential customers, especially younger ones, are over it.
On the other hand, these raw, chaotic, decidedly un-corporate posts “from the intern” are the perfect reaction to classic, stodgy, and sometimes tone-deaf advertising. They are just trying to make you smile, laugh, and give you something you might actually want to watch. They are ads people actually care about.
They aren’t worried about the immediate sale conversion rate, they are just having fun, which is why they actually work.
bUt iT’s NoT AcTuALLy tHe iNTerN rUNNinG tHe sOciAL!
We know, and you’re ruining the vibe. We want it to be from an intern because the post being “unprofessional” is the good part. An intern conjures an entirely different vibe than some ad exec in an office looking at KPI and engagement numbers.
It means it’s gonna be funny and relevant. It means it’s going to be way more engaging than the ‘normal’ content. That says a lot about ‘normal’ content, and how much distaste there has been for it.
So, should you let the intern run the social? Bet.
(For the unhip, that means a definitive YES.)
We talked to our (matter) ECD Kenny Friedman about how it works, and why.
How Does It Work?
You gotta move fast.
“It could be this moment of brilliance, but like go to someone and say, ‘Hey, should we do this?’ And then go to the account people and say, ‘Hey, should we do this?’ Then go to the client and say, ‘Hey, we should do this?’ Then they have go talk to other people and say, ‘Should we do this?’ It’s already been a day and a half. The reply, no matter what it is, is gonna be terrible.”
Trust the process.
For the posts to be authentic, you need to trust the younger generation to do their thing, even if you don’t understand it.
“If I can get somebody who is younger, more junior, they’re hopefully going to be dialed in. Even if I’m incredibly dialed in, they’re going to be dialed into things I’m not. So not only can they act fast if they have the keys, but they’re more tuned in to the culture. And if you have somebody who’s dedicated to social media, they know your brand better.”
It’s not a risk. It’s a mindset.
“We look at baseball players and if they have like a .300 batting average, they’re amazing. And we look at marketing and if you don’t have a .980 you’re seen as a failure. Maybe we need to rethink that. If you get on base all the time, that’s more valuable than always trying to hit a grand slam.”
Don’t worry about the brand, worry about being authentic.
“Your brand is what people say it is. It’s not what you think it is, and you hear what it is via social media.”
Social Media that Understands the assignment.
Not to take the magic out of it, but the research backs up that the trend works. The meme marketing return on investment is high. Memes increase advertising engagement by 30% compared to traditional campaigns, and meme-driven content can achieve distribution rates up to 10X higher than traditional marketing visuals, with a much lower budget.
Here’s a technical breakdown of the five points of meme relevance according to the study, “Meme marketing: How can marketers drive better engagement using viral memes?”
“To ensure a meme’s relevance, advertisers must shape the content of the meme as follows: (1) the content must be topical and popular among the target consumers, (2) the target consumers must be familiar with the content, (3) the consumers must find it relatable, (4) the content must be contemporary, and (5) the content must be noncontroversial.”
TL:DR
Marketing your brand shouldn’t include a blanket barrage of ads. Brands need to show up in consumers’ lives in relevant and gratifying ways. Connect to them in a way they appreciate and you have a much better chance to gain a customer for life.
Social is the perfect place to try new things and speak to a new audience in a new way. Move quickly and remember, trial and error is part of the process to discover what really works.
Authenticity is key. “Corporate” is a dirty word nowadays, and ads that are trying too hard to sell you reek of desperation, which is a huge turn off. Audiences crave content that feels real, unfiltered, and culturally fluent. The polished, buttoned-up voice is out, being relatable is the new professional.
If your brand isn’t having fun on the socials, it’s obvious. People can tell when you’re just going through the motions, and no one vibes with content clearly designed off a checklist to hit benchmarks. Bring the personality, take some risks, and watch how the crowd responds. Connections happen when you keep it real and keep it fun.
At (matter) we believe in Market Less, Matter More to achieve relevance and connections. We help clients win by thinking outside the box, leading with personality, and fostering community. If you’re ready to make bold moves, grow your audience, and turn your product into a platform for community, we’re up for the challenge.
Hopefully that wasn’t too cringe. And if it was, it’s a thought leadership blog and I’m not an intern, so touch grass and move on.