Let’s talk about the content dubbed as marketing’s cheap gimmick: content for clicks.
You know the type, I’m sure your feed is currently full of these silly memes, chaotic reels, unhinged TikToks, and random posts that make no real sense and yet you can’t stop watching them.
They’re funny. They’re joyful. And they’re doing more for your brand than the carefully crafted, insight-rich, algorithm-optimised masterpieces you’ve been sweating over.
At BeKonstructive Marketing, we’re swapping out stiff, corporate messaging for content that’s a little more unhinged, a lot more fun, and unmistakably us. We’re creating chaos with intention, because showing off who we are matters more than sounding like everybody else.
The Method Behind the Madness
Let’s get one thing straight: it’s never the social media managers rolling their eyes at the unhinged posts. The criticism usually comes from outside the marketing sphere, from people who don’t create content, don’t see the behind-the-scenes effort, and don’t realise the method behind the madness.
We’re creating something memorable: joy.
The brands that have the courage to entertain are the ones people truly remember.
Don’t believe us? Other top industry voices, like Pretty Little Marketer and Mad Over Marketing have also been talking about the value that unserious and unhinged content brings:
- Pretty Little Marketer breaks down why brands are ditching the rulebook for absurd, meme-inspired content as it stands out in streams of endless content. Check it out.
- Mad Over Marketing shows how Charles Leclerc’s ice cream brand, Lec (with its current, polished visuals and messaging), could tap into unhinged, meme-style content to drive engagement. Check it out.
The fact that digital marketers and social media managers are encouraging content for clicks tells us this is a widely-recognised, strategic shift. The joy, humour and chaos are cutting through the clutter to build connections and audiences for big brands, and it can do it for your brand too.
Peak Chaos: Proof it Works
Let’s take a look at the evidence:
Duolingo’s Resurrection
Why it works: This post combines striking visuals and its iconic mascot in a clever nod to the product’s Duo Owl “death”, which can be revived based on users completing lessons and earning points. Along with the cultural reference of being hit by Musk’s cybertruck, Duolingo plays with the right amount of chaos and purpose.
Ryanair’s Foot Journey
Why it works: Ryanair’s flippant and irreverent interactions reveal two things: they’re engaged and responsive, and they’re here to have some fun with it. You can find them stitching user videos like this one, or generating lots of engagement by responding sarcastically in their comments sections.
Subway’s Meatball Conspiracy
Why it works: Subway taps into the conspiracy theory trend with a chaotic meatball meme referencing the recent Lyrid meteor event. By linking itself to current cultural moments, it stays relevant, generating engagement, and adding to the fun of what’s trending online.
Of course, the chaos is just one part of a broader, well-rounded social media strategy. Brands like Duolingo, Ryanair, and Subway still share promotional messages, product updates, and all the normal “marketing-approved” stuff too. The difference is, their entertaining posts help expand their reach and boost engagement across the board.
So when the serious content drops, it is landing in front of a bigger and more engaged audience that is already primed to pay attention.
The Joy in Being Unserious Online
So, what’s in it for you as a brand that creates joyful, chaotic content for clicks? Let’s break it down:
Direct Engagement
Joyful content encourages comments, shares, and interactions. It creates opportunities to engage directly with audiences, building relationships and boosting community involvement. This can offer you an algorithm boost too, helping expand your reach and get new people talking about you and joining in on the fun.
Audience Building
Fun, engaging content attracts attention, which helps build an active and dedicated audience for your promotional messages. The more people enjoy your content, the more likely they are to stick around and listen when you have something important to say.
Brand Personality
Joyful content showcases a brand’s personality, making you feel more human and approachable. It gives you the chance to show the lighter side of the brand, which can strengthen emotional connections with your target audience.
It Sticks
Fun content that makes your audience laugh or smile is ‘sticky’ and memorable. It helps improve brand awareness and brand recall. They won’t remember the 5 tips you gave them to XYZ, but they WILL remember the office prank you pulled on one of your team members featuring one of your products. And over time, that brand recall will contribute towards their overall brand awareness for your business and the products or services you offer.
Skill Showcase
For businesses in creative industries, producing joyful content is a chance to put your team’s skills and creativity on display. It shows off what you’re capable of and gives potential clients a glimpse of what you could do for them too.
Networking Conversation Starters
Joyful content sparks connection. Your hilarious team TikTok can be a great conversation starter at networking events, breaking the ice and giving people a fun, memorable reason to come up and chat. This can lead to them approaching you for their own projects, collaborations, partnerships, or even to learn how they can create something similar.
The Truth about Content for Clicks
Joyful, chaotic, unhinged content “for clicks” is a powerful part of a modern marketing strategy. It creates real connection, brings your brand to life, and gets people talking (and laughing, and commenting, and sharing). Mixed in with your serious brand content and promotional messaging, it’s marketing with heart, humour, and humanity. And if it’s helping your audience relate to and remember you, isn’t that the whole point of what you’re doing on social media?
Your silly memes, behind-the-scenes bloopers, or culturally-relevant chaos add colour, personality, and warmth to your online presence. So let’s start recognising “content for clicks” for what it really is: a strategic, smart, and seriously effective brand-building tool with a little fun and chaos on the side.
BeKonstructive Marketing’s Take on Chaos
At BeKonstructive Marketing, our social media management services are always evolving to incorporate new trends and strategies. If you want to bring more emotion and personality to your social media marketing, get in touch with us to make your content stand out today.
