"I noticed that the weirder the posts, the better it would perform, and therefore the more people would see really important government information. Users don't generally scroll social media looking for information about free school meals or that you may be eligible for heating and cooling assistance. You're probably looking for funny Reels to send your friends. Now, the two are one and the same."
"WE GOTTA RESPECT MOTHER NATURE'S THING, the account captioned a digitally edited image of a Furby wearing bunny ears in a snowstorm. Elsewhere in the same carousel, a grimacing blue being appeared alongside the number to text for real-time weather updates, along with wind chill predictions from the National Weather Service."
New York State's official Instagram account @NYGov has adopted an unconventional strategy of posting absurdist memes and nonsensical content to communicate with constituents. Rather than maintaining the traditional clean, informative approach typical of government social media, the account features bizarre edited images, viral animal content, and surreal humor. Milly Czerwinski, the 27-year-old managing the account, discovered that weirder posts generate higher engagement, allowing critical government information about weather, school meals, and assistance programs to reach more people. This "Sesame Street approach" combines entertainment with practical information, recognizing that young voters seek humorous content on social media and are unlikely to actively search for government services.
#government-social-media-strategy #absurdist-humor-marketing #youth-engagement #digital-communication
Read at Gothamist
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