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