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Why brands are still trying to be funny and chronically online — even in ‘late stage social media’

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1 year ago

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At this point, social media has become so prevalent that most, if not all, brands have a social media presence and strategy. But as the landscape becomes pay to play, making organic reach less obtainable, brands’ push for engagement has seemingly led to a trend in social: The Funny Brand Voice.

Meaning, as brands look to stand out by using trending phrases, so-called Gen Z speak and cultural moments, many are inadvertently sounding the same, 10 agency executives told Digiday. In a post on X (formerly Twitter), R/GA marketing agency described The Funny Brand Voice as “One voice applied to the same memes, using the same vocabulary.”

“I’ve been seeing for a while, [with] brand accounts on social, Twitter (now known as X) in particular, a convergence of certain styles, joke formats all embracing the same modes of speaking…,” said Chapin Clark, executive creative director at R/GA marketing agency, who authored the above X post. Meaning, brands are imitating human interactions, leveraging Gen Z and millennial language.

As far as agency execs and strategists are concerned, it seems brands are using similar online personas, namely on text-based social media platforms like X and Meta’s Threads. It’s internet snark or a chronically online style of humor, mirroring how people talk online and centered around things like the TikTok girl dinner trend, engagement posts that pose a question or catch phrases like IYKYK (if you know, you know) or calling users besties. All said, it creates a social media landscape in which many brands sound the same, sacrificing individual brand voice to boost engagement online.

“It’s all a game of KPIs and metrics. It’s really shifted, in my opinion, the way people are interacting online,” said Alex Green, a social media manager at an LA-based ad agency. (Green asked that his agency not be listed, citing privacy reasons.)

What’s to blame? 

There are a few things to blame for the shift, strategists and execs say. Firstly, the social media stratosphere has largely become pay to play, making organic traffic and engagement harder to come by. That said, brands are looking for more ways to stand out and gain that organic traffic, using human-like, millennial or Gen Z humor to appear relatable.

Second, as social becomes a staple item in most, if not all, digital marketing strategies, more stakeholders become involved, creating more red tape in the social copy approval process. “Sometimes, these tweets go through so many rounds of approvals and edits that by the time the initial idea gets to the actual platform, it just looks like a mashup of every other brand,” said Dante Nicholas, a freelance social media manager who has worked with major brands like Spotify and Essence Magazine. The result can sometimes be watered down, after the fact social media posts, or as Gen Z calls it, cheugy.

Third is a case of monkey see, monkey do. The trend originated when brands first flocked to what was Twitter, with brands like Steak-umm, Wendy’s and Moon Pie leading what would ultimately become the unhinged social media strategy. (Read the case for and against the unhinged social media manager trope here.) Seemingly, it’s a strategy that worked, racking up not just social media engagement, but sometimes press coverage and earned media. For example, Wendy’s National Roast Day tweets got picked up by Thrillist, Today.com, several YouTube creator channels and now lives as long form content on Wendy’s blog.

“Industry wide we became victims of our own success,” said Amanda Domuracki, global social lead for League of Legends at Riot Games. Meaning, the formula for viral engagement has seemingly become a staple in social strategy across the industry.

Finally, there’s the rise of Threads, Meta’s response to X’s flailing since Elon Musk’s takeover and never-ending changes to the platform. Having only recently launched, the platform doesn’t have a real vibe yet, leaving users and brands alike still finding their footing. Thus far, brands have either adopted a tongue-in-cheek approach or a more so-called unhinged approach to the platform.

“People get so enamored by impressions and views, but I don’t know the bottom line, why that matters,” said Codi Johnson, a freelance social media strategist who works with public health and tech clients. “It seemed like everyone on [Threads]  was trying to chase some sort of virality.”

A sea of sameness

As it stands, Threads has yet to launch ad units and is almost exclusively an engagement play until users dictate what Threads is — whether that be a true X alternative for news, real-time conversations and cultural moments, or a platform more centered around positive engagement as opposed to politics and hard news. (The platform has said it aims to keep a light tone, but publishers say audiences are ready for news.)

Mostly, brands seem to be looking to play it safe on Threads, chasing mainstream cultural moments, trending memes and taking fewer risks than what’s historically been seen from maybe Wendy’s on Twitter or Duolingo on TikTok to avoid public backlash. Meaning, brands aren’t arriving to Threads to rock the boat, according to executives at Creative Theory Agency, a marketing agency.

“We are in late stage social media, where there’s more reference points. People have data on what works. We can bottle that and replicate it,” said Candace Carrington, director of social media at Creative Theory Agency.

Blame it on the fear of missing out. When social media first gained steam, sans ad units, brands dragged their feet in joining these platforms, missing out on opportunities to authentically connect with audiences and go viral, according to Rachael Kay Albers, creative director and brand strategist at RKA Ink. Hence, why so many were eager to join TikTok, in the hopes of creating viral moments.

Inflection point 

“These days, brands are very aware that they can have their big moments on these platforms, where they can get into the news on these platforms,” she said. But, the industry may soon find itself at an inflection point that ends one of two ways, strategists and execs predict.

Either organic reach on social becomes a matter of survival of the funniest, or most unhinged, or brands’ comedic players taper off, giving way to social posts centered around education, information and brand purpose.

When asked the anatomy of a good text-based social posts, the 10 agency execs and strategists echoed the same sentiment: Relatability, originality and timely.

“The content is less about being jokey and snarky only. It’s more about, let’s have discussions,” said Janni Widerholm, creative director of earned media and social at TBWAChiatDay LA. “That’s been something that brands are not as comfortable with, but now they’re starting to understand the value of doing that.”

 

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What to stream this weekend: ‘Civil War,’ Snow Patrol, ‘How to Die Alone,’ ‘Tulsa King’ and ‘Uglies’

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2 days ago

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September 13, 2024

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Hallmark launching a streaming service with two new original series, and Bill Skarsgård out for revenge in “Boy Kills World” are some of the new television, films, music and games headed to a device near you.

Also among the streaming offerings worth your time as selected by The Associated Press’ entertainment journalists: Alex Garland’s “Civil War” starring Kirsten Dunst, Natasha Rothwell’s heartfelt comedy for Hulu called “How to Die Alone” and Sylvester Stallone’s second season of “Tulsa King” debuts.

NEW MOVIES TO STREAM SEPT. 9-15

— Alex Garland’s “Civil War” is finally making its debut on MAX on Friday. The film stars Kirsten Dunst as a veteran photojournalist covering a violent war that’s divided America; She reluctantly allows an aspiring photographer, played by Cailee Spaeny, to tag along as she, an editor (Stephen McKinley Henderson) and a reporter (Wagner Moura) make the dangerous journey to Washington, D.C., to interview the president (Nick Offerman), a blustery, rising despot who has given himself a third term, taken to attacking his citizens and shut himself off from the press. In my review, I called it a bellowing and haunting experience; Smart and thought-provoking with great performances. It’s well worth a watch.

— Joey King stars in Netflix’s adaptation of Scott Westerfeld’s “Uglies,” about a future society in which everyone is required to have beautifying cosmetic surgery at age 16. Streaming on Friday, McG directed the film, in which King’s character inadvertently finds herself in the midst of an uprising against the status quo. “Outer Banks” star Chase Stokes plays King’s best friend.

— Bill Skarsgård is out for revenge against the woman (Famke Janssen) who killed his family in “Boy Kills World,” coming to Hulu on Friday. Moritz Mohr directed the ultra-violent film, of which Variety critic Owen Gleiberman wrote: “It’s a depraved vision, yet I got caught up in its kick-ass revenge-horror pizzazz, its disreputable commitment to what it was doing.”

— AP Film Writer Lindsey Bahr

NEW MUSIC TO STREAM SEPT. 9-15

— The year was 2006. Snow Patrol, the Northern Irish-Scottish alternative rock band, released an album, “Eyes Open,” producing the biggest hit of their career: “Chasing Cars.” A lot has happened in the time since — three, soon to be four quality full-length albums, to be exact. On Friday, the band will release “The Forest Is the Path,” their first new album in seven years. Anthemic pop-rock is the name of the game across songs of love and loss, like “All,”“The Beginning” and “This Is the Sound Of Your Voice.”

— For fans of raucous guitar music, Jordan Peele’s 2022 sci-fi thriller, “NOPE,” provided a surprising, if tiny, thrill. One of the leads, Emerald “Em” Haywood portrayed by Keke Palmer, rocks a Jesus Lizard shirt. (Also featured through the film: Rage Against the Machine, Wipers, Mr Bungle, Butthole Surfers and Earth band shirts.) The Austin noise rock band are a less than obvious pick, having been signed to the legendary Touch and Go Records and having stopped releasing new albums in 1998. That changes on Friday the 13th, when “Rack” arrives. And for those curious: The Jesus Lizard’s intensity never went away.

— AP Music Writer Maria Sherman

NEW SHOWS TO STREAM SEPT. 9-15

— Hallmark launched a streaming service called Hallmark+ on Tuesday with two new original series, the scripted drama “The Chicken Sisters” and unscripted series “Celebrations with Lacey Chabert.” If you’re a Hallmark holiday movies fan, you know Chabert. She’s starred in more than 30 of their films and many are holiday themed. Off camera, Chabert has a passion for throwing parties and entertaining. In “Celebrations,” deserving people are surprised with a bash in their honor — planned with Chabert’s help. “The Chicken Sisters” stars Schuyler Fisk, Wendie Malick and Lea Thompson in a show about employees at rival chicken restaurants in a small town. The eight-episode series is based on a novel of the same name.

— Natasha Rothwell of “Insecure” and “The White Lotus” fame created and stars in a new heartfelt comedy for Hulu called “How to Die Alone.” She plays Mel, a broke, go-along-to-get-along, single, airport employee who, after a near-death experience, makes the conscious decision to take risks and pursue her dreams. Rothwell has been working on the series for the past eight years and described it to The AP as “the most vulnerable piece of art I’ve ever put into the world.” Like Mel, Rothwell had to learn to bet on herself to make the show she wanted to make. “In the Venn diagram of me and Mel, there’s significant overlap,” said Rothwell. It premieres Friday on Hulu.

— Shailene Woodley, DeWanda Wise and Betty Gilpin star in a new drama for Starz called “Three Women,” about entrepreneur Sloane, homemaker Lina and student Maggie who are each stepping into their power and making life-changing decisions. They’re interviewed by a writer named Gia (Woodley.) The series is based on a 2019 best-selling book of the same name by Lisa Taddeo. “Three Women” premieres Friday on Starz.

— Sylvester Stallone’s second season of “Tulsa King” debuts Sunday on Paramount+. Stallone plays Dwight Manfredi, a mafia boss who was recently released from prison after serving 25 years. He’s sent to Tulsa to set up a new crime syndicate. The series is created by Taylor Sheridan of “Yellowstone” fame.

— Alicia Rancilio

NEW VIDEO GAMES TO PLAY

— One thing about the title of Focus Entertainment’s Warhammer 40,000: Space Marine 2 — you know exactly what you’re in for. You are Demetrian Titus, a genetically enhanced brute sent into battle against the Tyranids, an insectoid species with an insatiable craving for human flesh. You have a rocket-powered suit of armor and an arsenal of ridiculous weapons like the “Chainsword,” the “Thunderhammer” and the “Melta Rifle,” so what could go wrong? Besides the squishy single-player mode, there are cooperative missions and six-vs.-six free-for-alls. You can suit up now on PlayStation 5, Xbox X/S or PC.

— Likewise, Wild Bastards isn’t exactly the kind of title that’s going to attract fans of, say, Animal Crossing. It’s another sci-fi shooter, but the protagonists are a gang of 13 varmints — aliens and androids included — who are on the run from the law. Each outlaw has a distinctive set of weapons and special powers: Sarge, for example, is a robot with horse genes, while Billy the Squid is … well, you get the idea. Australian studio Blue Manchu developed the 2019 cult hit Void Bastards, and this Wild-West-in-space spinoff has the same snarky humor and vibrant, neon-drenched cartoon look. Saddle up on PlayStation 5, Xbox X/S, Nintendo Switch or PC.

— Lou Kesten

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Trump could cash out his DJT stock within weeks. Here’s what happens if he sells

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3 weeks ago

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August 23, 2024

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Former President Donald Trump is on the brink of a significant financial decision that could have far-reaching implications for both his personal wealth and the future of his fledgling social media company, Trump Media & Technology Group (TMTG). As the lockup period on his shares in TMTG, which owns Truth Social, nears its end, Trump could soon be free to sell his substantial stake in the company. However, the potential payday, which makes up a large portion of his net worth, comes with considerable risks for Trump and his supporters.

Trump’s stake in TMTG comprises nearly 59% of the company, amounting to 114,750,000 shares. As of now, this holding is valued at approximately $2.6 billion. These shares are currently under a lockup agreement, a common feature of initial public offerings (IPOs), designed to prevent company insiders from immediately selling their shares and potentially destabilizing the stock. The lockup, which began after TMTG’s merger with a special purpose acquisition company (SPAC), is set to expire on September 25, though it could end earlier if certain conditions are met.

Should Trump decide to sell his shares after the lockup expires, the market could respond in unpredictable ways. The sale of a substantial number of shares by a major stakeholder like Trump could flood the market, potentially driving down the stock price. Daniel Bradley, a finance professor at the University of South Florida, suggests that the market might react negatively to such a large sale, particularly if there aren’t enough buyers to absorb the supply. This could lead to a sharp decline in the stock’s value, impacting both Trump’s personal wealth and the company’s market standing.

Moreover, Trump’s involvement in Truth Social has been a key driver of investor interest. The platform, marketed as a free speech alternative to mainstream social media, has attracted a loyal user base largely due to Trump’s presence. If Trump were to sell his stake, it might signal a lack of confidence in the company, potentially shaking investor confidence and further depressing the stock price.

Trump’s decision is also influenced by his ongoing legal battles, which have already cost him over $100 million in legal fees. Selling his shares could provide a significant financial boost, helping him cover these mounting expenses. However, this move could also have political ramifications, especially as he continues his bid for the Republican nomination in the 2024 presidential race.

Trump Media’s success is closely tied to Trump’s political fortunes. The company’s stock has shown volatility in response to developments in the presidential race, with Trump’s chances of winning having a direct impact on the stock’s value. If Trump sells his stake, it could be interpreted as a lack of confidence in his own political future, potentially undermining both his campaign and the company’s prospects.

Truth Social, the flagship product of TMTG, has faced challenges in generating traffic and advertising revenue, especially compared to established social media giants like X (formerly Twitter) and Facebook. Despite this, the company’s valuation has remained high, fueled by investor speculation on Trump’s political future. If Trump remains in the race and manages to secure the presidency, the value of his shares could increase. Conversely, any missteps on the campaign trail could have the opposite effect, further destabilizing the stock.

As the lockup period comes to an end, Trump faces a critical decision that could shape the future of both his personal finances and Truth Social. Whether he chooses to hold onto his shares or cash out, the outcome will likely have significant consequences for the company, its investors, and Trump’s political aspirations.

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Arizona man accused of social media threats to Trump is arrested

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3 weeks ago

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August 23, 2024

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Cochise County, AZ — Law enforcement officials in Arizona have apprehended Ronald Lee Syvrud, a 66-year-old resident of Cochise County, after a manhunt was launched following alleged death threats he made against former President Donald Trump. The threats reportedly surfaced in social media posts over the past two weeks, as Trump visited the US-Mexico border in Cochise County on Thursday.

Syvrud, who hails from Benson, Arizona, located about 50 miles southeast of Tucson, was captured by the Cochise County Sheriff’s Office on Thursday afternoon. The Sheriff’s Office confirmed his arrest, stating, “This subject has been taken into custody without incident.”

In addition to the alleged threats against Trump, Syvrud is wanted for multiple offences, including failure to register as a sex offender. He also faces several warrants in both Wisconsin and Arizona, including charges for driving under the influence and a felony hit-and-run.

The timing of the arrest coincided with Trump’s visit to Cochise County, where he toured the US-Mexico border. During his visit, Trump addressed the ongoing border issues and criticized his political rival, Democratic presidential nominee Kamala Harris, for what he described as lax immigration policies. When asked by reporters about the ongoing manhunt for Syvrud, Trump responded, “No, I have not heard that, but I am not that surprised and the reason is because I want to do things that are very bad for the bad guys.”

This incident marks the latest in a series of threats against political figures during the current election cycle. Just earlier this month, a 66-year-old Virginia man was arrested on suspicion of making death threats against Vice President Kamala Harris and other public officials.

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