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While everyone’s reminiscing about 2016, I’ve been thinking: Snarky brand Twitter walked so ironic brand TikTok could become... regular marketing.
Back then, weird brand posts felt rare, rogue. Maybe even a little rebellious. It was a step beyond the 2012-era of, “let’s get the intern to do it,” when social was finally being taken seriously. But between the month-ahead content calendars, the occasional ¯\_(ツ)_/¯ tweet actually hit.
Today, you can’t open TT without finding an unhinged brand reply. To me the biggest shift isn’t tone, but permission. Some brands are finally giving social teams real freedom. Others are still chasing “our XYZ moment” with 6 layers of approvals, and it shows 🫠
Drop your take: will snark lose all meaning in 2026?
yesss those wild brand twitter days were something else! miss that chaos energy
seriously, take me back!! 🙋♀️
Great point — the biggest shift really is permission, not tone. The brands that win are the ones that trust their social teams enough to move fast and stay human
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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