Unhinged is the new cool” … or is it?
I am sure that – unless you live under a rock with no internet, in which case, please teach me, master, how to use magic to access content like this article without electricity or internet access – you have seen certain accounts on different platforms (like Twitter and TikTok) that thrive being “the rebels” and “unhinged” and going against convention. These accounts do not follow the regular “be polite” rule and engage with their audiences in a particular way that some might find “offensively fun” – but works.
We are talking about our friends Duo the Owl and Ryanair.
Case Study 1 – Duolingo’s Unhinged Social Media Approach
Duo is a green owl and is currently the official speaker and Social Media Influencer from Duolingo, a language-learning app. Duo is quite famous online for his quirky and humorous content on social media – and for taking your family and pets hostage for if you do not do your lessons – but it is important to know that this approach was born out of the app’s own audience.
In the early days, Duo was not the personality he is now. In the beginning, the green owl was more of an icon/logo within the app. With the years, the owl evolved and started becoming part of the Duolingo experience: Duo started greeting and cheering on users as well as reminding them to do their lessons daily. And those “reminders” were the start of everything.
Duo’s design mentions that “he is persistent” while at the same time describing him as a parent: “You never want to disappoint Duo”. And these qualities along with the “friendly reminders” from the app were the start of Duo as we know him now.
It was October 2017 when the memes started popping up. Someone, somewhere made a meme featuring Duo being “evil”: and the internet LOVED IT. The reminders and persistence of Duo turned into threats and dire consequences for missing the lessons. This went on and on for about two years.
Whenever you are the victim of scandals or memes, there are two things that you can do about it: one, try to minimize the damage and control the situation, OR go with the flow. Duo went with the flow: from the way they announced the “dark mode” on the app to this Youtube Video:
Duo’s marketing team embraced the wave and rocked at surfing with it. They LISTENED to what their audience was saying and WHO they wanted them to be and they ran with it. To this day, Duo is kind of a celebrity on its own – in more than one language.
Now, speaking more technically, listening, and taking the approach that Duo’s marketing team took came with some benefits:
- Boosting Engagement: Duolingo’s entertaining posts captivate followers, encouraging more likes, comments, and shares. The clever use of humor strengthens the emotional connection with users.
- Brand Awareness: Their unique approach sets them apart from competitors and increases brand recognition. Users often share Duolingo’s posts with friends, expanding their reach organically.
- Positive Sentiment: The lighthearted tone enhances the overall user experience. Customers perceive Duolingo as approachable and friendly (yes, friendly – I said it, please Duo release my family), leading to increased brand loyalty.
Duo’s strategy is and keeps being a hit for their brand overall – and it all got started thanks to the User Generated Content.
Case Study 2 – Ryanair’s Unhinged Social Media Approach
Ryanair is a name that will ring more bells if you live or have traveled through Europe. Ryanair is Europe’s largest airline group and parent company of Ryanair, Ryanair UK, Buzz, Lauda, and Malta Air connecting over 240 destinations in over 40 countries and offering the lowest fares in Europe. And yes, they are savages.
Besides being a budget airline and offering great prices – or so I’ve heard – Ryanair is well known for their Social Media approach as unhinged as Duo’s: they do not fear you or your complaints.
Ryanair’s unhinged account had a different beginning than Duo’s. Back in 2009, Ryanair spokesman Stephen McNamara said that given the size of the airline, he didn’t believe it was appropriate to engage in social media on third-party sites (this, according to an article from Marketing Week from that year). Ryanair was pretty against Social Media.
The first registered interaction between Ryanair and someone online was a response to a blogger’s complaint that stated:
“It is Ryanair policy not to waste time and energy corresponding with idiot bloggers.”
And there is where Ryanair’s unhinged Social Media Strategy started. They fearlessly address contentious topics, use satire, and take on competitors publicly. This approach has yielded both positive and negative outcomes:
- Viral Content: Ryanair’s provocative approach occasionally results in viral content, generating significant engagement and media coverage. Their boldness captures attention and sparks discussions.
- Risks and Backlash: Ryanair’s controversial approach can backfire, leading to negative publicity and alienation of certain audiences. They have faced criticism for insensitive remarks, which could harm their brand image.
- Differentiation: Ryanair’s unconventional strategy has set them apart in a crowded market. Their willingness to take risks attracts travelers seeking a no-frills and adventurous experience.
Can my Brand be the Next Unhinged Hit?
No.
Like we mean it: NO. While the unhinged approach has proven effective for Duolingo and Ryanair, being a savage on the internet may not be suitable for every brand and can come with SERIOUS CONSECUENCES.
Before deciding to go berserk and take the savage approach, you have to consider certain things like your brand identity, your industry, your audience, and your risk tolerance.
- Brand Identity: Before adopting a similar approach, evaluate your brand’s identity, values, and target audience. Ensure the unhinged approach aligns with your brand image and resonates with your followers.
- Industry and Audience: The unhinged approach might be well-received in certain industries or by specific demographics. Assess your industry norms and audience preferences to gauge its potential success.
- Risk Tolerance: Embracing an unhinged strategy involves taking risks and handling potential backlash. Evaluate your brand’s risk tolerance and readiness to manage any negative consequences.
- Consistency: If you decide to adopt an unhinged approach, maintain consistency across all platforms. Inconsistency can confuse your audience and dilute your brand’s message.
It is essential to recognize that each brand is unique, and what works for one might not necessarily work for another: do not assume that the same approach they used will succeed in your case. Striking the right balance and listening to your audience will enable your brand to create an authentic and engaging social media presence that resonates with your audience and yields positive results.
Still wondering what is the best approach for your brand? Contact us and let’s talk about it 😉
