Unhinged marketing has gone mainstream, but consumers crave honesty

We’re back with the latest edition of our series, @Me Next Time, where we invite Team Sprout and some of our favorite social experts to share how they really feel about the latest trends and industry discourse.

This time, we’re tackling the increasingly-divisive unhinged brand persona. Brands everywhere are breaking away from overly polished, conventional posts, making seemingly “authentic”—and certainly chaotic—content the crux of their strategy. But when everyone’s unhinged, no one really is. Adopting an unhinged marketing strategy in hopes it will make your brand stand out, or even go viral, is likely to backfire.

In fact, according to the Q2 2025 Sprout Pulse Survey, 50% of consumers say the boldest brands on social are honest—not trendy, humorous or even provocative. Only 23% find unfiltered or unhinged brands to be bold. Further, The 2025 Sprout Social Index™ found that consumers say their favorite brands on social are the ones with the best products or services and the most original content.

We sat down with Kara Redman, CEO and founder of Backroom—a brand strategy and activation agency—to find out why an unhinged persona doesn’t make sense for most brands and how marketers can craft a voice that is true to who they are.

A (brief) history of unhinged marketing

Social marketers already know that unhinged marketing is nothing new. Sprout even wrote about it back in 2022. But what is new is leadership buy-in.

As Redman explains, “Unhinged social started 10-15 years ago. When MoonPie Tweeted ‘Ok baby,’ it rocked our world. But a strategy like that wasn’t brand safe for most marketers at the time. Only now that the brand risk is lower are approvals faster and more leaders willing to adopt the strategy.”

Marketing stakeholders have seen the long-term success of brands like Wendy’s, Liquid Death and, more recently, Nutter Butter. They’re determined to replicate their quips, grasp of internet humor and devil-may-care attitude. Yet, examples of extreme unhinged social presences that go too far abound. Most “unhinged” posts are expected and frankly boring.

“Unhinged social has become mainstream. Just because you can do it, doesn’t mean you should. And definitely don’t do it just because your boss wants you to,” advises Redman.

So, does being unhinged have any merit in today’s social landscape? Short answer: Yes, but with caveats.

Finding a distinct voice that earns loyalty

It’s easy to picture the best unhinged brands on social. Not because they go viral or follow Gen Z internet trends, but because they’re consistent and distinct. These brands deliver a cohesive experience for their consumers across touchpoints. Their in-app or in-store experiences are just as unhinged as their social presence.

Take Duolingo. “Duolingo is one of the marquee brands everyone talks about when it comes to unhinged because they’ve consistently done it so well. Their social accounts go hand-in-hand with their product, making their brand truly immersive. Real authenticity means creating an experience on social that feels like interacting with your products or services,” says Redman.

Redman adds that some brands could even be more unhinged on social, if it aligns with who they are offline. “I want to see a brand like California Tortilla—where you have to sing for a discounted meal—showing up on social with the same high energy they have in stores.”

Alternatively, some brands shouldn’t force an unhinged persona. Like Le Puzz puzzles. The company embodies transparency and customer-centricity rather than leaning into humor or vulgarity for the sake of it.

What audiences want more than unhinged brands

Sure, a rogue unhinged post might result in short-term reach and awareness, but it doesn’t cultivate a loyal follower base. Especially in today’s already unhinged political and economic climate, people don’t want performative identities. They want trustworthiness and community.

Redman adds, “People crave connection—with brands and other people. People are lonely. We need something to belong to. Because of social, we’re networking at the global level and have limitless opportunities. Which is terrifying. When brands validate that they get us, we feel like we belong again.”

The term community gets thrown around a lot, though. Some industry leaders suggest it’s already become more buzzword than strategy.

But Redman disagrees—as long as brands aren’t just wearing community management like a new costume or pushing their followers into an inactive Discord server. “Building a brand community doesn’t mean creating a literal club. It’s about understanding who you are, and your place. Ask yourself: How do we earn a seat at the lunch table? Don’t care about going viral. Create community with and for your audience,” suggests Redman.

Trading chaos for consistency and connection

The unhinged social trend may still dominate headlines, but its novelty is wearing thin. As marketers chase virality with chaotic personas, consumers are making it clear they want something deeper: honesty, consistency and real connection.

A bold brand voice doesn’t rely on shock value. It reflects who you are across every touchpoint, from social to product to experience. Whether your tone is playful or sincere, what matters most is that it’s true. When brands commit to showing up genuinely, they build trust, belonging and long-term loyalty.

Looking for more insight into what consumers are looking for from brands? Download The 2025 Sprout Social Index™ to understand what will resonate with your audience.

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