Algorithms, anxiety and the need for absurd brands

October 8, 2024

Will Posket

Will Poskett is an award-winning strategist and & the founder of Defiant. Over the last twenty years, he has advised some of the world’s most valuable brands (including Nike, Heineken, and & Coca-Cola) and worked at the world’s most awarded agencies.

Introduction

This article argues that absurdity is a must for brands. That in an increasingly bland world dictated by algorithms, being weird and breaking the rules is more important than ever. Want to understand why? Well, let’s dive in.

Algorithms rule

More than ever algorithms control our daily lives. They control what we listen to on Spotify, the shows we watch on Netflix, and even the products we buy on Amazon. This endless stream of suggestions reinforces the same preferences over and over. And while much attention has been given to algorithms’ role in spreading fake news and fueling polarization, few seem to be talking about an equally pervasive problem – blandness.  

We only have to turn to YouTube to witness the effects of algorithms and the subsequent blandness they create. Here, an army of creators copy each other in the hope of appeasing the YouTube algorithm, going viral, achieving fame and ultimately fortune. The resulting endless mind-dumbing dumpster fire of jump cuts and recycled ideas is what I have come to call the ‘MrBeastification’ of content. Unfortunately, this lack of originality is spreading to TikTok and LinkedIn, making creative content increasingly rare.

MrBeast on Youtube

 

The sad irony is that despite living in an age where creative tools are more accessible than ever, true creativity seems to be in decline. This leads to an essential question: how should brands respond?

The Case for Brand Absurdity

The temptation for brands to follow the efficiency-driven mindset of algorithms is strong, but there’s a better path: embracing absurdity.

Audiences are growing tired of recycled content, and brands that dare to be different can stand out. In a sea of sameness, brands that break the mold and celebrate creativity will be the true winners.

Consider the success of Liquid Death, a bottled water brand that took an unconventional approach to the bottled water category. They sought to steal drinkers from the alcohol category rather than talk to existing bottled water consumers, they focus on festivals rather than sports events, and their content is unique and daring. This bold and absurd strategy helped them grow their revenue from $3 million to $103 million in just three years. 

Courtesy of Liquid Death

Similarly, Duolingo’s irreverent approach on social media has turned their mascot into one of the most absurd, psychotic and successful brand mascots on TikTok. By giving their social media team freedom to create quirky and unexpected content, Duolingo has distinguished itself from more conventional brands. 

 

Duolingo memes

 

Mid-Day Squares, a chocolate brand, has also defied expectations by operating like an entertainment brand rather than a traditional CPG company. Their focus on creating soap opera-style social feeds and music tracks, rather than standard ads, has helped them carve out a unique space in the market.

Conclusion

Brands today are at a crossroads. Algorithms have not only made it harder to capture attention but have also led many to believe that the only way to succeed is by embracing the bland sameness that algorithms promote. However, as audiences grow tired of formulaic content and increasingly distrust algorithm-driven recommendations, there’s an exciting opportunity for brands willing to embrace creativity and absurdity. In a world dominated by sameness, breaking the rules is more important than ever.

Key insights

  • Algorithms are making the world increasingly bland and boring.
  • In light of this, creativity and originality have never been more important and necessary.
  • Brands must respond by being wonderfully absurd and breaking the rules of their given category.