Embrace the Unhinged: Redefining brand authenticity in marketing

If you've been scrolling through your social media feeds lately, you might have noticed a shift in the way brands are engaging with their audiences.

The days of meticulously curated and overly polished content seem to be fading away, making room for something more daring and unpredictable - something we can call "unhinged marketing."

This new approach embraces excitement and chaos, and it's all about being real and authentic in a world where authenticity is gold.

The Shift in Audience Preferences

Remember when social media used to be all about perfectly edited images and aspirational content? Well, times have changed. The rise of Gen Z influencers and users sharing unfiltered, instant snaps on platforms like Instagram has reshaped what audiences are looking for. The meticulously crafted images of flawless meals and picture-perfect vacations are being challenged by the raw, unedited, and often messy posts that resonate more with the current generation.

The Unhinged Strategy

Unhinged marketing is like a breath of fresh air for brands. It's about embracing imperfections, spontaneity, and a bit of chaos. By posting stop-the-scroll content, brands can become more relatable and foster stronger connections with their consumers. The engagement levels can skyrocket, thanks to the unexpected and unfiltered approach that captures attention like never before.

Unhinged Examples That Work

Some brands have fully embraced the unhinged approach and found remarkable success. Take Duolingo, for instance. This language-learning app has turned its quirky owl mascot into a TikTok sensation, with videos racking up millions of views. Even budget airline Ryanair has joined the unhinged club, using amusing filters and memes to make its content stand out and resonate with audiences.

The Line Between Unhinged and Unprofessional

It's true that in the past, chaotic content could have been perceived as unprofessional. But times have changed. Customers now crave authenticity that goes beyond traditional norms. Of course, there's a level of risk involved in embracing the chaos. It's a high-risk, high-reward game. If it lands well, brands can appear honest and fun. But if it goes awry, they might end up seeming strange, unrelatable, or even offensive.

When to embrace unhinged marketing:

Starting on a New Platform

Unhinged marketing often finds its sweet spot when brands step onto new platforms for the first time. With no established audience expectations, you have the freedom to experiment and be as daring as you'd like. Whether it's a new social media app or a different content format, this is your chance to stand out from the beginning.

2. Capitalise on Trends and Memes

Keeping up with trending topics and memes can be a goldmine for unhinged marketing. Swift reactions to the latest viral sensation can show your brand's agility and relatability. Just be sure to maintain a balance between relevance and authenticity, so your content doesn't feel forced or out of touch.

3. Connect with Younger Audiences

If your target demographic includes younger audiences, embracing unhinged marketing can be highly effective. Platforms like TikTok are dominated by Gen Z, and they have a penchant for authenticity and relatability. Unhinged content resonates with them and can help build a genuine connection.

6. Lighten the Mood

In times of stress or uncertainty, a dose of humour and unpredictability can be a welcome distraction. Unhinged marketing can be a breath of fresh air that resonates with audiences seeking an escape from the mundane.

7. Celebrate Milestones

When you reach a milestone, whether it's hitting a certain number of followers or celebrating your brand's anniversary, consider celebrating with a touch of unhinged content. It's a way to show your audience that you're not just a faceless entity, but a group of people who enjoy a good laugh and a bit of fun.