- Tesla’s transition from not advertising to using edgy humor on social media signals a shift in how they approach marketing under Elon Musk’s leadership.
- Tesla’s use of humor akin to brands like Wendy's and Ryanair has sparked reactions, but its "edgelord" style might not appeal to all consumers.
- Tesla’s reliance on X (formerly Twitter) limits its social media impact, missing out on platforms like Instagram and TikTok that offer broader audience engagement.
- While edgy ads can attract attention, they come with risks. Tesla's brand, already divisive due to Musk's public persona, faces a tough battle in turning this strategy into a broad consumer win.
Tesla, the electric vehicle giant known for disrupting the automotive industry, has famously avoided traditional advertising for years. However, in 2023, the company took a major shift by embracing social media advertising, albeit with a twist.
Tesla’s recent campaigns lean heavily into "edgy" humor—a strategy that has worked for brands like Wendy’s and Ryanair—but with Elon Musk at the helm, Tesla’s version feels much more provocative. But will this "edgelord" approach help or hurt Tesla’s already polarizing brand image?
Tesla’s New Ad Strategy: Leaning Into Edginess
For years, Tesla resisted the idea of conventional advertising, choosing instead to rely on organic marketing strategies like social media content and word-of-mouth. However, once Musk acquired Twitter (now X), it didn't take long for Tesla to follow suit by experimenting with ads on the platform.
In fact, Tesla quickly ramped up its presence on X, launching paid accounts and using humor to sell products.
This new direction is epitomized by ads that embrace Musk's signature irreverence. One of the most notable examples is a meme poking fun at the delayed "smart summon" feature of the Cybertruck. The joke, which plays on the acronym "ASS," didn’t quite land with the broader audience, reflecting a lack of genuine engagement with the humor.
We didn’t raise you without manners, @cybertruck.
What do we say when we want something?
— Tesla (@Tesla) April 8, 2025
Another example involves Tesla's playful commentary on Time magazine’s cover, humorously claiming the return of the turn signal stalk—something that every car except Tesla already had.
Has science gone too far? pic.twitter.com/W17YEDt1Km
— Tesla (@Tesla) April 8, 2025
In another campaign, Tesla’s Optimus account posted risqué content, which pushed boundaries for the automaker, eliciting mixed reactions.
These ads are undeniably bold, but they raise a key question: are they too much? The edginess may appeal to Musk’s fanbase, but how do casual consumers or those indifferent to Musk’s public persona respond?
The Appeal of Edgy Social Media Campaigns
The concept of “edgy” marketing isn’t new. Brands like Wendy’s, Ryanair, and even brands like Burger King have embraced humor and provocation to engage audiences and stand out in crowded social media spaces.
Tesla’s approach to social media ads clearly follows in these footsteps, but its execution feels somewhat more forced and inauthentic.
What sets Tesla apart is Musk’s influence. His personal brand is notorious for its confrontational, often controversial approach to public communication. This style trickles down into Tesla’s marketing, which in many cases can feel like a direct extension of Musk’s online persona. While this type of marketing strategy can work when executed in a natural, engaging way, Tesla’s ads sometimes miss the mark, coming off as cringeworthy rather than clever.
Brands like Wendy’s have excelled with their edgy, humorous replies on Twitter, but Tesla’s humor, often appearing as a desperate attempt to replicate this success, may fail to resonate with the audience. Humor needs to feel organic, and right now, Tesla’s ads appear more like a corporate imitation of a viral personality.
"how to type squared symbol on mac reddit” https://t.co/SgARcU86qs pic.twitter.com/8HDnTWj1Iv
— Wendy’s (@Wendys) January 2, 2025
Impact on Tesla’s Brand: A Double-Edged Sword?
Humor has always been a powerful tool in advertising. When done right, it can build strong emotional connections, foster loyalty, and even go viral. But in Tesla's case, it brings a set of risks that could backfire, especially given the brand’s already precarious position. Tesla’s reputation is complicated, thanks to Musk's controversial statements and actions, his handling of Tesla’s internal matters, and ongoing criticism from certain social groups.
Tesla’s new social media strategy risks alienating the very people it needs to convert into loyal customers—those who may be turned off by the company’s aggressive tone or its overreliance on Musk’s personal brand. The edgy content may reinforce existing fan loyalty but fail to attract new, broader customers who are not as engaged with Musk’s personal brand.
This brand strategy might help Tesla connect with a younger audience, particularly those who are already predisposed to supporting Musk and his ventures. But for those who are indifferent or opposed to his antics, this approach could hurt Tesla’s reputation further, leaving the company trapped in a cycle of catering to a niche audience instead of expanding into untapped demographics.
Social Media Ads and Their Effect on Audience Reach
Tesla’s focus on X (formerly Twitter) for its advertising campaign also limits its reach. While X is still a widely used platform, especially among political and tech-minded audiences, it doesn’t have the same global reach or engagement as platforms like Instagram or TikTok. These platforms have far broader audiences, especially among Gen Z and millennial demographics, groups that Tesla is actively targeting with its social media push.
By concentrating heavily on X, Tesla misses an opportunity to reach a more diverse set of consumers on platforms with greater user engagement. Instagram and TikTok offer video-first formats that align more closely with Tesla's brand image of innovation and creativity, providing a platform for Tesla to showcase its cars and services in visually compelling ways.
A more diverse social media strategy could help Tesla expand its audience, instead of preaching to the already loyal fan base on X.
Will This Strategy Pay Off?
In the short term, Tesla’s edgy social media ads may boost engagement and strengthen relationships with its die-hard fans. However, it’s unclear whether this will translate into long-term growth. As Tesla’s brand continues to be closely tied to Musk’s persona, it must tread carefully to avoid overstepping boundaries that could alienate potential customers.
The real question is whether this strategy will help or hurt Tesla in the long run. Will humor and edgy content serve as a way to break through the noise of a saturated market, or will it only reinforce Tesla’s divisive image?
The answer may depend on how the brand continues to balance its humor with substance, and whether it can diversify its social media presence to appeal to broader audiences.
