The Best Branded Twitter Moments from Instagram’s Day Offline

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On Monday, October 4th the internet experienced a whirlwind blackout from the headquarters of social media giant Facebook. All around the world users were trying to refresh their Instagram feed, post status updates to Facebook, and message friends on WhatsApp. The thing is, the code that was merged early Monday morning to push a new update across the tech conglomerate’s platform(s) actually shut down every single social app owned by Facebook Inc. Instantly turning off the most frequently used social media platforms and apps around the globe in one click, users were both confused and intrigued with the madness. Leaving only YouTube, TikTok, and Twitter left with the lights on for the 6 hour blackout the chatter moved to a traditional place of communication, Twitter.


By noon time, an hour into Monday’s social media blackout, the words “Facebook” and “Instagram” had been tweeted over one million times placing it at the top of the Twitter Trending page internationally. With no other socials to run to in order to fact check the Instagram outage, users migrated quickly to Twitter to talk about what was going on. Being the big conversation pit that the platform is, it felt like a home team win for many long time Twitter users, and a rare appearance for those who seldom tweet.


As a long time Twitter user, I can say this will go down in history as one of the most comedic days on the platform. With no knowledge of what caused the outage or how long it was going to last; conspiracies flew around and memes were generated by the minute. Users had a field day knowing that there was no in-the-moment plan of return for Facebook, Instagram, WhatsApp, or Messenger. Social media managers rushed to their phones and laptops to publish an array of tweets falling in the categories of humor, satire, and confusion. Playing on the fact that just about every social media online at the time was bound to communicate via Twitter for the duration of the day, the official Twitter account kicked off the fun by tweeting a very subtle hello… to literally everyone

Within minutes the tweet accumulated over one million likes. At the time, the official Twitter account had 58.1 million followers. Over the course of the day that number increase by 2.1 million, all coming from the hilariously simple tweet sent off from their twenty-something year old social media manager. If you aren’t an avid Twitter user this may sound foreign to you, but nearly every major brand that has a Twitter presence is known for hiring a millennial copywriter to run and curate tweets from their Twitter account. This keeps their tweets on-brand while still being able to be noticed. Incoming: just about every single social media manager on Twitter who brought us an immense amount of joy and humor throughout Monday’s Facebook and Instagram outage.


A round of applause for all the brand accounts that chimed into the conversation under Twitter’s Hall Of Fame “hello to literally everyone” tweet that brought comedy and an on-brand essence to the timeline during Facebook’s outage Monday. Here are some of our favorites:


Instagram Joined the Conversation Right Away with Weary Eyes



We’ve All Been There, Teams



On Brand Tweet of the Day by Zoom


Let Twitter Drive the Hot Dog Car


The Penguins Have Joined the Conversation


We’ll Take 59 Million Chicken Nuggets


Brady’s Account Manager Doesn’t Miss


Twitter Founder @Jack ‘s Honorary WhatsApp Jab


Metallica Has a Twitter!?


Twix & Dell… Having a Sidebar?


Are We World Record Breakers?


Just Did It!


Rounds on Budweiser!


Same, Oreos. Same.


Afterparty & Burgers, Anyone?


6 Hours No Instagram Feels Like a Lifetime


Amazing Call to Action, AutoZone


Great One, IHOP



And It’s True, Everyone Working in Social Is Human


At the end of the day, it’s nice to see that Twitter is a place where brands can all join in on the conversation in a way that fits their image, tone, and identity. These tweets act not only as humor, but as a friendly reminder that social media is a place entirely ran by Creators. The humanizing aspect to these tweets brings a new perspective to how social media users view these brands and how they feel about them when they encounter them in their every day lives. But, we can’t stop at just highlighting Brands doing well. This is Glewee, we’re here for the every day Creators, too! Here’s some user generated content that get some honorable mention:


Memes From The Moon!

What’s Breaking the Internet More: Squid Game or Instagram Being Down?

This Did Numbers

Spirit Halloween Taking over Silicon Valley FAST

Not the Intern!!!!

Honestly, Imaginable…

Always Bet the Home Team

We’ll End with Gordon Signing Off!


This should help give some insight on how to stay in the conversation as a Brand across all social media platforms… even when some of them are down. If you would ever like to connect and collaborate with Creators on Twitter to turn your products / services into relatable, meme worthy content feel free to reach out and Glewee will do what Glewee does best: use the voice of Brand Advocates to make your Brand memorable on social media.


Article By Christian Brown & Anthony Tzortzis

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