Weirdness isn’t a gimmick; it’s a strategy.

From street interviews to chaotic meme edits: what may seem like random content to some is, for big brands, a clever strategy to stand out in the endless scroll culture. Authentic, absurd, and playful works, as long as it sticks.

Brands that embrace humor

Brands like Rabobank and Marc Jacobs show that there’s no turning back; traditional marketing is making way for playful, absurd content. Rabobank, once the epitome of serious communication, now creates content that resonates with young people on financial topics. No formal advice, but dry humor and relatable struggles. Marc Jacobs breaks high fashion traditions, alongside Shadrinsky, known for her distorted faces and chaotic edits. “Luxury brands take themselves too seriously, creating distance,” she says. With playful content, Marc Jacobs makes fashion more accessible to a broader audience.

Why humor works: The algorithm laughs too

Social media is at its core an entertainment platform, and that’s why humor is so effective. The algorithm rewards content that keeps people watching longer, liking, sharing, and commenting – exactly the actions that humor triggers. This creates a snowball effect: more engagement leads to more visibility and interaction.

Is humor the strategy for your brand?

Humor and absurdity are now strategic tools that perfectly align with the algorithm. Brands need to dare to step away from traditional marketing to stay relevant. The era of safe campaigns is over; to stand out, one must dare to play.