Actually, I have a fairly good idea of exactly WHY tumblr ads suck so hard,
 and why theyâre failing so badly at appealing to youth, and they never seem to be paying attention to the HEAPS OF CRITICISM, even when most all the notes on their sponsored posts are specifically telling them, in detail, why they suck.Â
(sorry for the long post)
First of all, they are actually listening.Â
My dad works in advertising and graphic design, heâs in this industry, and he certainly listens to me every single time I talk about the memes, the culture of the internet and todayâs youth and all the hip things like that. Heâs gotta. This is his job, his paycheck really depends on whether or not he knows exactly how to appeal to whatever target audience the company wants him to appeal to. Heâs got to be hip on all the memes, internet slang, popular music and media, because if he doesnât, heâs gonna get replaced by a younger guy fresh out of art school. So you bet your ass heâs gonna listen and pay attention and ask questions whenever his 19-year-old daughterâs talking about DWC, the new game that Blizzard just released, or Hillary Clintonâs pathetic attempts to get the youth vote.Â
As you can imagine, everyone in marketing is trying their damned hardest to make sure their content appeals. By this point, they know exactly why content doesnât appeal, because theyâve analyzed why things do and dont appeal from every possible angle. People literally go to school for this. They attend workshops.Â
So if thatâs the case, then wtf is happening?Â
Why do we get shit like this
spammed all over our feeds?Â
Well itâs a bunch of factors, and not all of it is the age of the people making this content.Â
See, the internet and social media has actually brought a kind of mini-crisis upon the marketing industry. They have to constantly be appealing to kids these days, or they quickly become irrelevant, uncool. Every day, individual advertisers, and the industry as a whole, has to ask themselves what appeals to this generation, what can they offer that would appeal to the kids these days?Â
Theyâve got a crisis on their hands right now, because, to put it simply, we all hate advertisements. With a burning passion.Â
And theyâve noticed this, theyâve noticed that internet youth as a whole will go to any possible lengths to avoid ads, that weâll download extensions, avoid websites, even fucking pay money if it means we wonât have to deal with any goddamn ads, and then when we do see ads, weâll relentlessly mock them on every possible flaw we can find.Â
They had a whole decade to notice their audienceâs overwhelmingly negative response to anything thatâs trying to sell them shit. They are fully aware how annoying their very existence is to us.Â
So right now, what theyâre trying to do is make ads that donât look like ads.Â
The first thing they figured they should do, was that instead of doing banner ads and sidebar ads and video interruptions in your youtube and spotify, they should be doing sponsored posts: write up their ads in post form, put them up on a designated corporate account on a popular social media site, then pay the site to seed those posts on everyoneâs feed. There you go. Itâs an ad, but it doesnât look like an ad. Maybe the internet people wonât be as annoyed now, because itâs just a post in their feed, itâs not disrupting their experience in any significant way like other ads do.Â
Well, they tried that, and it didnât work. It didnât really matter that now it was all in accordance with the natural functions of the site, pretty much all of us could see that this,Â
is a fucking ad. Thatâs a goddamn ad thatâs being put on our feeds against our will. Nobody followed fucking Microsoft, why in fuck would we do that? thereâs nothing but ads on that account, and who the fuck wants ads?Â
So now they have to go back to the drawing board, and figure out another way to make these ads appealing, even though theyâre ads and everyone hates ads.Â
So the marketing guys noticed how a new meme causes everyone to suddenly gain interest in a new piece of media, and how quickly viral content will spread in general. How, say, all those Doritos and Mountain Dew in MLG montages are basically free advertising, or how the slew of viral videos featuring horse head masks caused the sale of those particular horse head masks to skyrocket, etc etc.Â
In the memes, they found a possible solution to this near-impossible conundrum that the industry is trapped in.
Basically, the way to make your ads not look like ads, is to make them look like your average viral content. You have to turn your brand into a meme in order to appeal.Â
It was actually probably Dennyâs that figured out the formula first, and theyâre probably still one of the most successful examples.Â
Think about it. Did Dennyâs even HAVE to sponsor their posts? Or did we just all willingly reblog them because they were so fuckin weird, and we couldnât believe a corporation was doing this shit?Â
But now hereâs the problem, and this is why the ads are failing to appeal, even more than obvious reasons like âtheyâre all putting existing and outdated memes in their ads, and its really uncreative and out of touchâ:Â
The problem is thereâs no direct interaction with the audience.Â
You know how the Dennyâs blog answers asks? Thatâs exactly the sort of thing thatâs lacking from all these corporate blogs, thatâs why theyâre still really obvious adspewers, and thus, why theyâre so damn annoying (other than all the piggybacking on outdated memes, ofc).Â
Other than Dennyâs, Iâve only seen two isolated situations where a corporate blog actually responded to feedback of any kind:Â
That one time that a visual novel app actually announced two lesbian love interests in response to someone demanding gay content.
That one time Episode got self-aware and mentioned Tumblr in an ad
The first response garnered actual respect for the app, while Episodeâs ad caused everyone to burst into mock panic (which was par for the course, given how their strategy seems to be âbecome infamous for our wild ads, and maybe someone will be curious to try out our appâ).Â
Given how most of us will accept ads in the form of âsignal boostsâ from fellow tumblr users, itâs basically a given that, as a whole, we respond much better once weâre assured thereâs an actual genuine person behind the ad, who is sincerely trying to reach out to us.Â
So you know, why the fuck do all these marketing blogs, Episode, Battlecamp, Funyuns, Game of War, etc.Â
they canât actually talk to us.Â
Corporations have rules, regulations. These advertisers running the marketing accounts arenât CEOs, theyâre not even managers, theyâre most likely low-level workers in the midst of the marketing branch of the company, a branch that, for the most part, has to follow the rules of the company, and are under extreme pressure (from company lawyers and the PR department) not to do anything out-of-line.Â
Actually responding to asks or reblogs are a huge risk, and the people who command the guys who run these blogs have a bajillion reasons why they donât want some bloody grunt to go saying whatever the hell they want on the official corporationâs tumblr blog.They could say something off-color and cause a scandal, or they could ruin the companyâs professional reputation just by acting like a human being. When they log into that blog, the low-level grunt is supposed to be representing the entire corporation, a body made up of hundreds or thousands of people. Youâd better damn well make sure theyâre saying the right thing.
Running the official Dennyâs blog probably takes a very organized and deliberate effort, along with a hella lot of risk, all to make those weird posts, reply to asks, even to figure out the perfect blend of surrealism and mundanity, while at the same time ensuring their product actually looks appealing. it probably takes a whole team to run that blog, if weâll be honest. Thereâs probably 10 mods, who all have to be in close contact with not only each other, but with the boss. The boss has to trust them to not fuck up. It probably took a lot of careful planning and communication in order to figure out a stable system for all that.Â
Episode couldnât make a response to tumblr that wasnât formatted like one of their usual ads, and they only made their (pseudo) response after a string of increasingly weirder ads convinced them that such a daring move like mentioning tumblr wouldnât be a total disaster (well, more like convinced them that âtotal disasterâ is something that should actually be their marketing ploy from now on).
Kisses and Curses (the aforementioned paranormal romance app) obviously was planning the female love interests already, and saw in that single comment a good opportunity to officially announce them. They also are most likely a smaller company, probably a single team thatâs doing double duty on both content creation and marketing, giving them much less red tape if they wanted to answer a question like âbut do the lesbians die,â or model future content after the desires of their target audience. They have a lot more freedom to be human, is what Iâm trying to say.Â
And while itâs fully possible that something can reach viral status and be beloved as a brand without having to respond directly to their audience, itâs pretty impossible to intentionally pull that sort of thing off, especially when youâre advertising a product or service. That kind of viral fame depends on being unexpected and unexplained, an enigma, really, and as a result, any strategy you find that actually works will only ever work the first time. The second person who tries the same thing will be labeled an obvious copycat.
TL;DR: the field of advertising is struggling to figure out how to adapt to an audience that hates the very existence of ads, and their only strategy is to make their ads less and less ad-like, and make their marketing accounts more like actual users and content creators.Â
However, due to the structure and size of the companies themselves, they canât actually do that. Fully committing to their emulation of content creators would mean theyâd have to let the employees who run these blogs freely respond to their audience, and actively communicate with them. Thatâs a risk that no company is fully willing to take, and thus, all these advertisers are forced to make shitty content bandwagoning off the latest trends, and cross their fingers that someone finds the mess appealing on an ironic level.Â
Everyoneâs pretty much stuck between a rock and a hard place, and the only way out of the shitty ads is to literally redefine the whole concept of marketing, because we just flat-out hate all ads nowadays, no matter what they are or how they come to us. Â