Young black gay twitter
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Market and Chief Commercial Officer, told Forbes in 2018. “ We want to be likable and sassy,” Kurt Kane, the President of Wendy’s U.S. Mashable highlighted the sass in Wendy’s back-and-forth exchange with a customer who said their beef came frozen rather than fresh and that McDonalds is the superior fast food chain.Īfter realizing their follower count and engagement increased, Wendy’s decided to stick with this social-media strategy.
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Brands have learned that they’ll get considerable engagement if they tweet like an individual, use “I” in their tweets, and tap into constantly shifting online trends. But that has shifted: In 2017, Mashable covered the rise of funny, relatable, and “human” brand Twitter accounts, including Wendy’s, an account that’s gained acclaim for their more human approach. But Popeyes is far from the only brand to benefit financially from the use of AAVE and the larger use of speech crafted by communities of color.Īt the onset of social media, brands sounded like brands they used the “we” voice, tweeted about new products and sales, and generally didn’t engage much with other users beyond answering customer questions and complaints. “Want proof? Just check out the number of corporate brands on Twitter who regularly drop memes made by Black teens and African American Vernacular English (AAVE) like ‘let’s get this bread’ or ‘my wig is snatched’ on the daily.” Even the simple response of “…y’all good” has the distinct cadence of AAVE.
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“In 2018, content companies are certainly still borrowing cool, particularly from online communities of color,” writes Keidra Chaney in Issue 26 of Uncanny Magazine. From the recent appropriation of “hot-girl summer,” a term coined by rapper Megan Thee Stallion to then 16-year-old Kayla Lewis’s viral phrase “on fleek” being co-opted by a number of different companies, brands that are trying to sound more cool and more human on social media are profiting from the unique voice that members of Black Twitter have cultivated. They form tighter clusters on the network…it’s this behavior, intentional or not, that gives Black people-and in particular, Black teenagers-the means to dominate the conversation on Twitter.” Brands have been paying close attention to this community, which is unsurprising considering how many Black people are using the platform. As Complex points out, though, the success of this marketing didn’t start with Popeyes-it started with Black Twitter.īlack Twitter isn’t a specific group of people or organization but rather a space where Black Twitter users have formed what Feminista Jones calls a “virtual community.” As Farhad Manjoo wrote in Slatein 2010, “Black people-specifically, young Black people-do seem to use Twitter differently from everyone else on the service. When Chick-fil-A shared a tweet about their original chicken sandwich, Popeyes responded, “…y’all good?” ( The International Business Times notes that Popeyes gained 25,000 followers overnight while Chick-fil-A gained 10,000.) This Twitter war over the superior chicken sandwich resulted in Popeyes’ new product selling out, much to the disdain of those eager to try out the sandwich and the frustration of Popeyes employees, who have largely been swarmed with customers without receiving any real support from their employer. Following the announcement of their new sandwich, Popeyes’ Twitter account began responding to tweets from Chick-fil-A and other competitors about their sandwiches. Popeyes recently created a frenzy and generated approximately $23 million worth of advertising in 11 days by launching a new chicken sandwich.