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Elon Musk’s Bizarre Twitter Marketing Strategy

Nickolas Roberson | United States

Elon Musk is quite a curious and peculiar individual. The man has 120-hour work weeks and sleeps in his factories for days at a time, and he has also been seen insulting an analyst during a Tesla earnings call. Musk also appeared on Joe Rogan’s podcast, discussed his companies and smoked a blunt, and has been accusing the British diver, Vernon Unsworth, who helped save 12 members of a junior Thai soccer team trapped in a cave, of pedophilia; the investor and business magnate is constantly stirring up a storm. Yet there is one thing that is the most peculiar of them all: his Twitter account.

The utilization of Twitter by CEOs of major corporations is usually very limited; their posts and tweets are low in frequency and presence, yet high in rectitude. The Twitter account of Jeff Bezos, founder, and CEO of Amazon is a prime example of this, with his postings consisting of the political support, history, and news concerning Amazon.

These corporate executives have surrounded themselves with and have had their lives consumed with the professionalism that runs rampant in corporate culture, with its pressed suits and ties, firm handshakes, and lack of personalization. They refuse to relax, unwind, and have some fun in their lives. However, Elon Musk appears to be breaking the mold of this, with postings such as this:

That’s right, one of the brightest minds of this century, the CEO of multiple, billion-dollar corporations, and the man pushing humanity to the stars is asking his 23 million followers for memes. A meme, as defined by Dictionary.com, is “a cultural item in the form of an image, video, phrase, etc. that is spread via the Internet and often altered in a creative or humorous way.” They’re the iconic Grumpy Cat, the mocking Spongebob, and the “nothing but respect for MY president” phrases that are posted and flood all of our social media accounts.  Yet this meme Tweet is not the first, and most certainly not the last, bizarre Tweet that Musk has shared with the world. There are others such as this, where he compared major social media sights to popular video games:

Or when Musk confessed his love and passion for anime, and that he owns a Wolverine chibi:

… after which he was quickly locked out of his Twitter account:

There was even a string of Tweets where Musk talked about his presumed past life of being a sponge:

Social media plays a major role in everyone’s lives; in the year 2005, only 5 percent of Americans used a form of social media, but that figure increased to 69 percent by the year 2011.  Thus, by posting memes and bizarre Tweets in general, Musk is marketing himself and his companies to the individuals who are entranced by “meme culture.” He is marketing especially towards Generation Z, who are young adults and teenagers born between the mid-1990s to mid-2000s. Of people who are between the ages of 18 and 29, 88 percent of them use social media; these forms of social media include, but are certainly not limited to, Twitter, Instagram, Facebook, Tumblr, LinkedIn, and Snapchat.

These individuals utilize social media differently than past generations, spending much more time on it than any other generation and by using it mainly for entertainment, rather than connecting with friends. Vibrant pictures and videos garner the attention of these young people, especially memes, with nearly every teenager today being absolutely absorbed by and addicted to memes. This addiction was confirmed back in 2016 when Google Trends discovered that “memes” surpassed “Jesus” in the number of searches on Google platforms. That’s right, the central figure of the largest religion in the entirety of this Earth, with 2.4 billion religious followers, was deemed less searchable than funny and absurd images on the Internet by the tech junkies of the world.  

Thus, by marketing his Twitter toward this “meme culture,” Musk is also gaining the attention of these young people, allowing his companies to create a customer base which will last for years to come. His absurd tweets begging for memes and discussing the Precambrian era aren’t instances of insanity as suggested by his stockholders and major figures in politics and media, but are a strategic plan to further the longevity of his businesses: Tesla, SpaceX, SolarCity, and the plethora of other ventures that the billionaire has started.


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