Some Twitter users are seeking to undermine brands' paid social media efforts by engaging with or sharing branded content in an ironic and subversive way. Those users retweet Promoted Tweets and other messaging along with surreal, nonsensical or ungrammatical comments, a nod to the so-called "Weird Twitter" subculture that can also potentially drive up the cost of advertising on the platform. Twitter spokesman Jim Prosser describes the movement as part of "the eternal battle people have over hipsterdom," and says the network is careful not to bill brands for ironic or fake retweets.

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