Why Brands Are Winning with “Unhinged” Social Media
- oslezovic
- Sep 5
- 2 min read
Some brands are thriving not by playing it safe but by embracing the weird. Ryanair, Duolingo, and Wendy’s have become masters of deliberately unhinged social media, leaning into chaos and humor to cut through the noise and connect with younger, online-savvy audiences.
What makes this work is simple: authenticity. Millennials and Gen Z aren’t impressed by polished, corporate messaging. They want humor, relatability, and a touch of absurdity. By disrupting expectations and showing personality, these brands generate emotional engagement that traditional ad copy could never achieve.
Take Duolingo’s green owl. On TikTok, Duo threatens users, thirst-traps, and crashes trends in ways that feel completely unhinged. The result? Millions of followers, endless viral moments, and a reputation as both a learning app and an internet icon. Ryanair plays the opposite card, roasting itself and its passengers with self-deprecating humor.
It takes complaints about being a budget airline and flips them into memes, turning criticism into entertainment. Then there’s Wendy’s, which built a cult following on Twitter through snarky roasts, witty comebacks, and cultural banter that feels more like a friend’s group chat than a brand account.
The “unhinged” approach works because it feels human. Posts are scrappy, sometimes “ugly,” but always quick and clever. Trend-jumping and meme culture are embraced without hesitation, keeping brands fresh and constantly in the conversation. And importantly, the weirdness is self-aware; it’s bold, playful, and purposeful, never random or offensive.
The payoff is massive. Instead of getting lost in the sea of average ads, these brands stay top of mind, build loyal online communities, and inspire real advocacy. Their audiences don’t just laugh at the content; they share it, discuss it, and invite others in. In 2025’s crowded digital landscape, that kind of organic, emotional connection is marketing gold.
Being weird online isn’t a gimmick anymore, it’s a strategy. And the brands willing to take that risk are becoming cultural icons, not just advertisers.
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