What B2B brands can learn from “unhinged” B2C social media channels

In B2C marketing, a trend has emerged that’s impossible to ignore: brands are adopting bold, unfiltered, and at times outright “unhinged” social media personas. Duolingo’s mascot stalking celebrities on TikTok, Dunkin’s witty banter on Instagram, and Nutter Butter’s chaotic comments and off-topic videos showcase a new approach to brand building. These brands are thriving by creating memorable digital personalities that prioritize cultural relevance and relatability over traditional professionalism.

But what can B2B brands—a space traditionally seen as reserved and serious—take away from these audacious strategies? Plenty. Here’s how B2B companies can embrace some of these principles to humanize their presence and foster authentic connections without sacrificing credibility.

1. Authenticity over formality

Duolingo’s mascot has become a viral social media star. While B2B brands may not find that the mascot approach is the right direction, there’s a lot to learn from their timely cultural commentary, use of celebrities (translating to influencers for B2B), and relatable humor. [Source: Duolingo TikTok account]

Duolingo has achieved cult status on TikTok by leaning in to absurd humor and unexpected cultural commentary. For B2B brands, this doesn’t have to mean introducing a mascot that goes on a social media rampage, but rather could be giving up the highly polished corporate speak in favor of authentic, conversational language.

Takeaway for B2B: Speak to your audience as people, not just buyers. For example, a LinkedIn post about cloud migration doesn’t have to feel like a white paper. Share insights in a way that sparks curiosity and engagement—whether that’s through storytelling or a touch of wit.

2. Cultural relevance matters

The best “unhinged” B2C accounts don’t just talk—they join cultural conversations. Dunkin’ seizes trends to stay top of mind, from Gen Z slang to pop culture memes.

Takeaway for B2B: Stay informed about what’s happening in your industry and beyond. If a major tech conference or innovation sparks buzz, find a way to contribute that’s both timely and unique. A little playful commentary on industry trends or even office life can go a long way toward making your brand feel current.

3. Don’t fear humor (when it’s authentic)

Nutter Butter’s TikTok thrives on irreverence, while Wendy’s Twitter has long been known for its sass. B2C brands use humor to build connections and stand out in noisy environments. B2B can do the same—but by using a tone that aligns with their audience.

Takeaway for B2B: Lighten up your tone when appropriate. Consider self-deprecating humor or an occasional meme to make your brand approachable. Just ensure the humor doesn’t alienate key decision-makers—strike a balance between fun and professional.

 4. Invest in visual storytelling

B2C brands like Dunkin’ win by using visuals—quick videos, GIFs, or striking graphics—that capture attention instantly. Even a chaotic post becomes purposeful when it grabs eyeballs.

Takeaway for B2B: Visuals aren’t just for product marketing. Showcase your culture, your customers, or even the “behind-the-scenes” of your operations through vibrant, engaging media. A quick video of your team explaining a complex solution in layman’s terms could resonate far more than text alone.

5. Be unpredictable in a predictable space

Part of the appeal of these “unhinged” B2C accounts is their ability to surprise their audience. That element of surprise keeps people engaged.

Takeaway for B2B: Break away from the standard formula every so often. Instead of another case study or product demo, host a lighthearted Q&A with your CEO or share “what we learned from our biggest project failures” on LinkedIn. When you zig while others zag, people notice.

Dunkin’s use of Gen Z slang, bold graphics, and irreverent commentary with their recent Halloween Spider has resulted in tons of media buzz, impressions, reach, and engagement wins, including sold-out merch sales. [Source: Dunkin on Instagram]

6. Engage directly with your audience

Duolingo’s TikTok is infamous for responding to comments with the same level of humor as its posts. This back-and-forth builds a loyal community.

Takeaway for B2B: Treat your audience interactions as conversations. Whether on LinkedIn or Twitter, respond to comments thoughtfully and with personality. A well-timed reply or acknowledgment of feedback can strengthen your relationship with potential customers.

7. Test bold ideas—within reason

The most unhinged B2C brands push boundaries, but they also know when to rein it in. For B2B brands, testing a bold campaign or post can be risky, but it can also yield big rewards if approached strategically.

Takeaway for B2B: Start small—experiment with one bold campaign or post and gauge the response. If your audience responds positively, integrate these elements into your broader strategy.

Final thought: human connections win

The success of these audacious B2C accounts boils down to one truth: they feel human. People don’t follow logos—they follow personalities. Most often, B2B brands forget that the decision-makers they are targeting are human, too.

By embracing authenticity, cultural relevance, and a touch of boldness, B2B brands can cut through the noise, build lasting connections, and even—dare we say it—have some fun along the way.