Social media has changed the way brands talk to us, but are the jokes thin?

For a decade, marketers have found success on social media by roasting customers, and even flirting with them. But with Generation Z and the rise of platforms like TikTok, the jokes may wear out.

In the comments of a recent RyanAir TikTok post, one exuberant traveler posted about flying with the airline for the first time. In the past, a typical company response to this question might have been something like, “We’re happy to have you!” » or "Thanks for joining us!"

Ryan Air responded: "Would you like a medal?"

It was weird, but no. Being weird on social media has become standard practice for corporate brands.

This has long set some older people back. And there are signs that it's no longer working with millennial or Gen Z customers — people like Priya Saxena, 25, who works in digital marketing in Atlanta.

“I roll my eyes,” Ms. Saxena said. “A lot of them try too hard. I think sometimes they try to fit in and reach out to my generation. So it’s not not very natural. this one: "'Don't eat after 8 p.m.' ok, so tell me why the apps are half closed after 9 p.m.????'" Credit...Hiroko Masuike/The New York Times< /figure>

Ron Cacace, 33, a former social media manager at Archie Comics, said brands were now in a “race to the bottom.”

“When you see that everyone is posting funny, sarcastic messages in lowercase or wacky ads based on slang, what happens is you have to keep surpass it,” Mr. Cacace said. "The quality is kind of down across the board."

This is especially true on the old Twitter, now known simply as own rebranding effort.

Here's Dominos, the pizza chain, which posted on X last month: "red flag: don't dip your slice in ranch. " And here's Applebees: "'Don't eat after 8 p.m. ok, so tell me why the apps are half closed after 9 p.m.???'"

On TikTok , the sponge company Scrub Daddy recently released a short video featuring a sponge and butter.

The caption “Butter Daddy. Dad with butter. »

You're not alone if you're annoyed by the memes, slang, misspelled words and abbreviations now routinely brought into the world by formerly buttoned-up of corporate giants.

And it's not just about corporations: It wasn't unusual, for example, when official state social media from New Jersey told one user, “Stop bothering us, Nancy. .” Nancy had disputed the existence of Central Jersey.

"They're trying to blend in," said Jennifer Grygiel, an associate professor of communications at the University of Syracuse. "They considered their audience to be younger."

Not that long ago , brands were simpler online: sales here, happy holidays there.

But the reach of influencers on social networks and growing purchases.. .