If you’ve seen their TikTok, you know what I mean. It’s giving deep-internet, surreal, brainrot energy.
Public reaction to their account has been polarizing. Some think it’s clever, while others critiqued the absurdity, questioning what marketing has “reduced” itself to. Despite the mixed feelings, one thing is certain: their strategy got people yapping. But does attention always equal success? To get a better sense, we reached out to our Koi Pond* to gauge how Nutter Butter’s TikTok truly landed with Gen Z.
“ ”UNHINGED
has become a marketing buzzword a call from brands desperately seeking to break through the social media landscape.
In most cases, brands (and their legal teams) aren’t truly down to go full-on feral.
But Nutter Butter? They went all in and I’m not talking about the watered down corporate version of “quirky”.
Have You Heard?
How familiar are you with Nutter Butter's TikTok account?
Somewhat familiar, I've seen their posts but don't follow
How did you first hear about the Nutter Butter TikTok?
Friends shared
with me
Not everyone is as chronically online as we thought. Close to half of respondents had not seen Nutter Butter’s TikTok.
However, with 55.7% aware of the account, and most discovering it either through their FYP or from people talking about their videos, it’s clear Nutter Butter has managed to cut through the noise.
The Split on Nutter Butter
Do you enjoy Nutter Butter’s Content?
YES NO
43.6%
Digging It
“This is different and lowkey funny” -Claudia, 2006
“Ummm… interestingly weird” -Thea, 2002
“I was legitimately surprised to see that the content belonged to the official brand’s page given its absurd nature and uniqueness even in that digital space.” -Owen, 2001
“It’s hilarious” -Elizabeth, 2000
“Interesting, creative” -Jessica, 1999
“It is taking brain rot content and making it fun for a legacy brand” -Anthony, 1998
“Wtf is this??” -Vi, 2006 Creeped Out
“What the actual fuck is this I’m scared and wanna know who tf is responsible for this, did not make me want to buy their product, actually made me less likely to want it.” -Drue, 2000
“Honestly, what the hell is going on here lol” -Ashwarya, 1997
“My very first thought was ‘What the f*** is this’ It's so weird ” -Michael, 2000
“Indifferent; it's kinda cursed which makes it hard to like.” -Sammi, 2000
“Confused and horrified” -Kaylee, 2005
The Passionate Brand Skeptics
“Brainrot” made by corporations will always be artificial, because it only takes its surface-level understanding of meme culture and its hyperinflation and tries to mirror brainrot characteristics...Brands have more of a stake in the youth’s minds than you know, which is why, when a brand makes a “meme”, it automatically is seen as “cringe.” They are on a professional level, and stoop low when trying to walk and talk like the internet youth; “brainrot” marketing is ultimately detrimental to the brand’s image and sales.” -Hannah, 2005
“Rolled my eyes, felt like it was preying on the fact that younger viewers like to piece together stories and theorize.” -Jenna, 2003
“The corporate version of a deep fried meme” -Madison, 2000
“As a gen z it's so obviously ingenuine. that kind of humor only works in specific circumstances and when brands do it it's just annoying and makes me think they're try-hards.” -Aubrie, 2002
Not every audience is worth pursuing, and the passionate brand skeptics prove this point. These are the people who can instantly clock a brand account’s post and swipe away immediately. And while there’s always a chance some brand might win them over someday, for now, let’s shift our focus to an audience that is more receptive.
Duolingo Walked So Nutter Butter Could Run (Into Chaos)
“I feel that some of them try entirely too hard such as Nutterbutter. Other brands like Duolingo and E.L.F do a subtle yet funny approach.” -Eva, 2005
“I think duolingo being unhinged works because it’s more funny but the TikTok’s I’ve seen from nutter butter lean more creepy.”
-Ashwarya, 1997
Remember the original viral corporate account that became the benchmark for TikTok marketing? Yes, we're talking about Duolingo. They revolutionized brand communication by becoming the gold standard for finding a distinctive voice that resonated across social platforms.
They were pioneers in letting their corporate guard down, creating content that was unexpected, clever, and funny.
Their success sparked a wave of imitation. Brands rushed to replicate the "Duolingo formula," attempting to mimic the wit of their feisty owl. These pale imitations fell short and quickly revealed the delicate nature of viral social media strategy: originality cannot be copy-pasted.
Now, fast forward, and we’ve reached the extreme end of this spectrum: Nutter Butter’s TikTok, a chaotic fever dream of internet culture. So before you tell your social team to start crafting cursed images pulled from the internet’s darkest corners, let’s pause. What does Gen Z actually want to see from brands? And more importantly, who and when does this kind of strategy make sense for?
Has Gen Z Bought In?
Has Nutter Butter’s TikTok content influenced your decision to buy their product?
*of our pool of respondents, only 7.1% said they were following the account.
Whether people loved it, hated it, or are still trying to process the chaos, it made people feel something (even if that feeling was deep discomfort). Their page turned their TikTok presence into a talking point.
BUT generating buzz doesn't automatically translate to followers or sales. In today’s social media landscape, trends evolve at unprecedented speed, and the lifespan of a "viral moment" is shorter than ever. Viral moments today hold less value than they once did, as they are inevitably overshadowed by the next trending topic within days or weeks.
If Nutter Butter’s goal was a one-time buzz, then they undeniably succeeded. However, measuring their success depends on how much virality is valued. For a legacy brand, aiming for short-lived virality is shortsighted. There’s a greater opportunity for brands like Nutter Butter to adopt intentional, long-term content strategies that focus less on grabbing fleeting attention and more on aligning with what their audience actually wants.
Community Over Clout
Do you think brands like Nutter Butter adopting "unhinged" or edgy content is effective marketing?
Yes
“I don’t follow any big brands except nutter butter just cause I like seeing what weird thing they came up with. It’s entertaining and captures my attention better than boring old people advertisements. They clearly understand what the “kids” are actually “into these days” and aren’t making cringey attempts at poking fun at our slang to try and relate to us.” -Bright, 2004
“I think it grabs the attention of a new demographic who wouldn't normally give too much thought to specific brands. When I think of Nutter Butter specifically, I think of a snack purchased by parents for their kids. Normally, the advertisements would be marketed towards the parents, but I think they're now being marketed to the kids/teens themselves.” -Haley, 2003
It Depends
“I think that if the company is selling an already unserious item, like the delicious nutter butter, then it makes sense to appeal to a unserious niche humor that was probably suggested by one of their gen z interns.” -Madison, 2000
“Done poorly it comes across as gauche and quite "how do you do, fellow kidz?". done well it stands on its own as funny content and by being worth watching is more effective.” -Jake, 2003
“It depends on the brand and the brand’s philosophy; some brands make much more sense being more ‘unhinged’ than other brands.” -Milo, 2001
“It was funny at first for being different, but if anything, the humor is lowkey outdated, and the scheme is old.” -Claudia, 2006
Do you think "brainrot" or unhinged content (random, edgy, chaotic humor) is an effective way for brands to reach Gen Z?
Yes No
“We’re used to tuning out most advertisements because they’re boring and irrelevant. I don’t care if your cookies are nutty and delicious! - a sweet snack now available in a convenient to go pouch! I’m not going to listen to a word you say. If I come across something completely unhinged while I’m scrolling that has entertainment value, I’m going to pay attention ” -Bright, 2004
“Cause we find that shit funny IF done well it makes us think ‘Oh one of us found their way behind a desk at a corporate job.’”-Manuela, 2006
Unhinged marketing isn’t the problem, it’s the endless search for virality. Brands searching for the “key to virality” often resort to shallow tactics that lack authenticity and disregard their identity, audience, and objectives. If your brand provides true value to Gen Z (beyond just your product offering), there’s no need to cloud your marketing with brainrot content or meaningless stunts.
“It's very hard to not come off disingenuous. i've never seen it sucessfully done by a large brand ” -Aubrie, 2002
“I don't appreciate being advertised to in any way...The more personal an ad is, the more invasive it feels I also think brands just cannot grasp what my generation finds funny - it can't be defined.” -Anon, 2003
“Stuff like brainrot is made by Gen Z for Gen Z, not for it to be manufactured and allocated a marketing budget. It's funny, its just not funny when its trying to market a product ” -Luna, 2005
“It feels very ‘how do you do fellow kids ’ Like you're trying to infiltrate and profit off of the way we express ourselves and the type of humor that came from our internet upbringing ” -Riv, 2000
“I think it often comes off as corny or trying too hard, especially because it’s often not someone our age, especially when brands are in the comments of videos.” -LJ, 2003
“I feel there is a fine line and Nutter Butter passes it by a mile They’re trying too hard and it honestly feel like a crackhead is in charge of social media marketing right now.” -Eva, 2005
so what does Gen Z want to look like?
Commit To Your Brand Core
Nutter Butter Strategy Gen Z’s Desired Strategy
Attention-Seeking: Relies on loud, shockvalue tactics to grab attention.
Trend Chasing: Disconnected from brand identity, focusing on fleeting trends or memes.
Surface-Level Engagement: Gains quick, temporary traction with gimmicky approaches. Neglects actively engaging with their target audience.
Self-Assured: Connects with audiences through genuine value and meaningful content.
Cultural Understanding: Makes an effort to understand and engage with Gen Z’s subcultures and values in a way that makes sense for the brand.
Genuine Connection: Builds lasting relationships by actively engaging in conversations.
Do you think a brand’s online behavior should reflect its offline values (e.g., customer service, product quality, etc.)?
Yes, consistency between online and offline presence is important.
No, social media is just entertainment; it doesn’t have to reflect the brand.
25.7% 74.3%
Gen Z can smell performative marketing from a mile away. A viral TikTok might get some likes and a couple of clever comments, but if it doesn't align with your actual brand, you’re cooked.
If a brand’s social media content feels disconnected from its original brand identity, does it impact your trust in the brand?
True brand consistency means your social media persona isn't just a silly little character you put on, but a genuine extension of your company's core values. Are your customer service interactions as witty as your social posts? Does your product quality match the energy of your online content?
Which of the following best describe your attitude toward branded TikTok content?
I enjoy it when brands are creative and don’t take themselves too seriously.
I think brands trying too hard to appeal to Gen Z feels disingenuous.
I’m indifferent toward branded content on TikTok.
I prefer brands to stick to showcasing their products/services.
This doesn't mean being boring. It means your brand's core identity shines through, whether you're writing a clever comment, responding to a customer complaint, or making a fun TikTok. Your online voice should be a natural extension of your offline presence.
Be An Active Community Member
When you think about successful social media marketing to Gen Z, what do you believe brands should prioritize?
Staying true to their original identity.
Keeping up with trends and humor.
Providing real value in life.
Other Building
In your opinion, what’s the biggest mistakes brands make when trying to market to Gen Z on TikTok?
1
2
3 Trying too hard Being late to trends
Following random trends
It’s not enough to toss around skibbidi toilet buzzwords or hop on trending audios. You need to make a genuine, intentional effort to understand the nuances of Gen Z subniche communities.
Which Gen Z community are you aiming to connect with? Have you done the groundwork to understand what they find funny, relatable, or cringe?
When brands follow TikTok trends, does it make them feel more relatable to you?
What lands as hilarious in one circle might be considered tone-deaf or offensive in another. The insider jokes, the specific meme formats, the subtle cultural references these are the currencies of connection.
But connection isn’t just about targeting an audience niche; it’s about being an active member of their community. The brands with the strongest fandoms don’t just show up occasionally they engage on a peer-to-peer level.
This means contributing meaningfully to online communities every day:
1Participating in conversations with sincerity.
2Supporting creators and uplifting user-generated content.
3
Adding value beyond your products through humor, insights, or shared experiences.
When brands do the work to build real relationships, content and trends stop feeling “try-hard.”
Build Bridges, Not Just Buzz
What makes you trust a brand more on social media?
Our Gen Zs Weigh In:
“When they use social media as more than advertisement, but for communication and transparency about work and values”Isabella, 2005
“Responding to people in the comments, putting in effort to be engaging, treating their consumers & employees well” -Sophia, 2004
“When they have a clear identity and purpose behind their social media content. I don’t like when it’s random and makes no sense.” -Milo, 2001
According to 64.3% of our respondents, building meaningful connections is the top priority for brands trying to resonate with Gen Z.
“Their connection to their viewers. I like it when they respond to comments.” -Thea, 2002
“Honesty to consumers, answering questions, and sticking with their values”Layla, 2006
“Responsive when people leave both negative and positive feedback, and genuine human answers, not just the same copy and pasted generic messages.” -Elliot, 2003
But what does that look like in practice?
Engage, Don’t Just Advertise
Gen Z wants brands to use social media for more than just pushing products. This means if you want to be on social media, you MUST have a community engagement plan. This goes beyond replying to comments on your own videos. To truly connect with your audience:
Engage in Conversations:
Responding to both positive and negative feedback with genuine, human replies (don’t let me catch you copy pasting the same response, or worse, using AI) 1
Actively sh answering conversatio
Show Up in the Spaces that Matter:
Participate in the communities you want to impact. Whether it’s commenting on viral posts, engaging with user-generated content, or supporting other creators in your niche, being an active presence shows you’re invested in the culture. 3
Being Consistent:
Engage regularly across platforms, not just when it’s convenient. Consistency in your presence and interactions helps build trust and reinforces your brand’s authenticity over time.
The most powerful marketing doesn't scream for attention; it listens, responds, and aligns consistently across every touchpoint. Build a strategy that lasts. Build a strategy that connects. Build a strategy with Gen Z in mind. hit us up: info@ninetyeightla.com
