why brands are talking like your mutuals now

We've officially entered the era of the "funny brand". You're not just buying a coffee, but you're buying from a Twitter admin who tweets like your chronically online friend. You're not just using an app, you're hearing from a brand that says "real quick, bestie" in push notifications. Corpotate voice used to be polished and impersonal. Now they're all lowercase, inside jokes and fake self deprication. And it's working. Why? Why are billion dollar companies trying to sound broke, tired and "just like us"?

Valentine's day. No texts. No flowers. No drama. Just me, my phone and zomato hitting me up with, "dont leave me on read, we're still on for dinner right?" like be so for real right now.

Brands figured out that no one's getting a text back so now Zomato's doing the emotional heavy lifting your almost boyfriend couldn't. Like it's giving AI-generated affection but like... better than the real thing anyway. None of us think Zomato loves us. We're not emotionally invested in the push notifications. We know we're being marketed to. This isn't about falling for it, it's about clocking it and still letting it happen. They've studied our slangs, our mental health tweets, our attachment styles. It's not about being relatable, it's about being calculated. Cause i know i'm not the only person that gets the WORST ick when brands comment quirk comments under reels, like enough, please.

The informality, the memes, the flirting? its not random. It's a tactic with ROI. And the brands who don't get it? They're the ones gettign ratio'd on twitter and ignored in the inbox. Relatiblity is the new luxury and humor is retention.