How a frozen steak brand won Twitter by not talking about steak

Steak-umm sits in the freezer aisle between the stuff nobody buys and the stuff on sale. Then its Twitter account stopped selling steak and started writing actual paragraphs about misinformation, burnout, and 2 a.m. doomscrolling.

No coupon. No recipe video. Reporters wrote whole pieces trying to explain it, and thousands of people replied "thank you for this."

Nobody trusts an ad anymore, so they stopped sounding like one. Most companies are still posting the steak. Post your customer's 2 a.m. instead.

Be the obvious choice, not another copy.