Embracing an Untamed and Unabashed Social Media Strategy

The approach to social media is becoming unhinged.

OK, not really. But traditional marketing strategies have been flipped inside out, thanks to the rise of Gen Z—the generation that demands unfiltered reality, brutal honesty, and content that doesn’t feel like it was crafted in a corporate boardroom.

This isn’t about being chaotic for the sake of it. It’s about ditching the polished, predictable branding and leaning into a strategy that feels raw, unexpected, and entertaining. If your brand sounds like a press release, you’ve already lost them.

Here’s why this strategy is taking over and how brands are making it work.

The rise of raw and real social media content

Gen Z—born between 1997 and 2012—has had social media at their fingertips since they could hold smartphones. They know when they’re being marketed to, and they hate it. What do they love? Brands that don’t try too hard, embrace imperfection, and speak like real people.

This shift has fueled a new wave of marketing where brands no longer pretend to be perfect. Instead, they lean into honest, often self-deprecating humor, unscripted content, and real-time engagement.

Take Duolingo, Wendy’s, and Ryanair. These brands have weaponized wit and sarcasm on social media, turning comment sections into a playground. Their unfiltered, unapologetic approach has helped them rack up millions of followers—not because they sell products, but because they sell a personality.

The power of unfiltered voices

For years, social media marketing was about highly curated, aesthetic perfection. Not anymore.

Now, the content that gains traction is raw, unpolished, and feels like it was made in five minutes. This is why TikTok has become a breeding ground for viral trends—because its culture is anti-polish and pro-authenticity.

What’s Working:

• #NormalizeNormalBodies – A pushback against unrealistic beauty standards, favoring real, unfiltered images.
• #Review – Unedited, no-BS product reviews that strip away brand marketing jargon.
• Brands clapping back in comments – Companies like Aviation Gin and Taco Bell use humor to engage with customers in a way that feels personal, not corporate.

This is the new playbook. The messier, the better.

Strategies for an untamed social media strategy

So how do brands embrace this shift without looking like they’re trying too hard? Here’s how:

1. Show behind-the-scenes chaos

Forget the polished, behind-the-scenes documentary. People want to see the bloopers. They want to know what went wrong, who spilled coffee on the presentation, and what the team actually sounds like in Slack.

This transparency builds trust and makes brands more relatable, not robotic. Glossier shares unfiltered office moments and user DMs to create a sense of community. Fenty Beauty embraces makeup mishaps and customer critiques, making them part of their brand identity.

2. Make your audience the star

User-generated content (UGC) isn’t just free marketing—it’s social proof on steroids. When people see real customers using your product, they trust it more than a scripted ad.

Here’s how. Feature customer reviews in their rawest form—even if they’re brutally honest. Create challenges that encourage participation without strict brand guidelines. Turn your comment section into a content goldmine by replying with humor and personality.

Example: Chipotle’s “Lid Flip Challenge” on TikTok turned a simple packaging moment into a viral trend.

3. Embrace imperfections—they make you relatable

The perfectly curated feed? Dead. Brands that lean into imperfections, awkward moments, and real-life struggles are winning big.

What this looks like:

• Brands admitting to typos, failed campaigns, or awkward marketing moments—and making fun of themselves for it.
• Sharing unedited, behind-the-scenes footage instead of overly produced content.
• Posting content that feels spur-of-the-moment rather than planned months in advance.

Example: Innocent Drinks regularly posts self-deprecating humor about their own marketing efforts, making them feel like a friend, not a corporation.

4. Master real-time engagement

Gen Z isn’t waiting for your scheduled posts. They want brands that show up in the moment and respond in real time. You need to reply to trending memes with your brand’s own spin, clap back at competitors or playful critics (without being mean-spirited), and hijack viral trends before they get stale. Netflix routinely joins trending TikTok sounds before they peak, making their content feel native to the platform instead of forced.

5. Be bold, be unconventional

If your brand voice sounds like a press release, you’re already losing. The best brands today don’t just join conversations—they start them. Don’t be afraid to roast yourself! Say things that sound human, not scripted, and be sure to drop the corporate filter and talk like your audience.

Wendy’s annual “National Roast Day” is a masterclass in brand engagement, where they invite people to get roasted on Twitter. It’s unconventional, on-brand, and keeps them in the cultural conversation.

The risk of getting it crazy brand voice wrong

Going untamed isn’t without risks. Some brands try too hard and fall flat. If your brand isn’t naturally sarcastic, don’t fake it and force a tone that doesn’t fit. Punching up is fine, but never punch down. Another common pitfall is jumping on trends too late; nothing screams “out of touch” like posting about a meme two weeks after it peaked.

Example: When brands co-opted “OK Boomer,” many failed to read the room. AARP trying to use it? A disaster.

Cut to the chase

Embracing an untamed social media strategy isn’t about posting chaos for the sake of it. It’s about aligning with the internet’s shifting culture—valuing humor, authenticity, and unpredictability over stale, rehearsed messaging.

The brands that nail this approach don’t just sell products—they sell a personality, a community, and a reason to keep watching. So, if your social media strategy still feels like it’s being signed off by five executives in a conference room, it might be time to rethink things.