Why IHOP’s ‘Tumblr-speak’ tweets work

It’s all about using the terminology the right way. Here’s a glossary of terms you can use.

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Brands like IHOP have started using “Tumblr-speak” to appeal to a younger audience on Twitter. As the youngest person at Access Advertising and Public Relations, I find IHOP’s tweets absolutely hilarious, but at the same time I can see how the tone might have the feeling of a high school math teacher rapping his entire lesson. I would find a teacher’s rap embarrassing and inauthentic, but I don’t feel this way about IHOP’s approach to Twitter.

The tone of a brand’s tweets should sound like that of their target audience. From asking for retweets if you think pancakes are “bae,” to changing the lyrics of today’s chart-topping songs to involve their delicious pancakes, IHOP doesn’t disappoint.

RT if IHOP is bae.

— IHOP (@IHOP) October 14, 2014

Because you know we’re all about that buttermilk. ‘Bout that buttermilk. pic.twitter.com/13Nh26lJU2

— IHOP (@IHOP) September 10, 2014

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