Thrillist, The Voice of a Generation (of Bros)


Thrillist is a men’s e-newsletter/online magazine with a very “bro” voice. To quote the website, “We’re not going to waste our time or yours with things that suck — you already have your job for that. So we don’t write reviews, just recommendations, and because we painstakingly wade through the crap to unearth greatness, you get exclusively the best of your city’s food, drinks, gear, services, entertainment, travel options, and events, like booze cruises, and a divine concept surely birthed on a booze cruise — stripper cruises.”

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Thrillist dishes on booze, bros, and burgers.

I think the target audience is clear. However, that doesn’t keep decidedly girly-girls Screen Shot 2014-06-03 at 12.15.36 PM(like myself) from being drawn into their honest, accurate recommendations and interesting and applicable articles. Almost all of the content that Thrillist posts to social media directly links back to their website and featured articles or blog posts. However, the content is presented uniquely on each channel. The tone is always conversational.  I chose to profile Thrillist because though our brands our quite different, our approach is largely the same.  If my brand is dishing with the gals over a boozy brunch, Thrillist is locker room talk with your tightest bros.  Each provides a sense of camaraderie, trust, and familiarity.  Who else besides a friend would tell you to “relax” when discussing a potential shut down of the Sriracha Screen Shot 2014-06-03 at 12.14.17 PMfactory?  Only a true bro. What Thrillist lacks in clean professionalism, they make up for in realness.  This is a brand that accurately identifies the target market and buyer persona and markets specifically and directly to that man.  Thrillist also writes largely positive article with catchy, interesting, and engaging titles.  Readers are compelled to not only click-through, but also share with their friends and co-workers. Thrillist uses Instagram to share content that is not necessarily directly driving traffic towards the website.  Enormous burgers, epic sundaes, bacon filled cocktails, and other manly eats are featured on daily, often tying into #FatKidFridays and other satirical hashtag trends. Though I think that Thrillist under utilizes Twitter as a tool for engagement, they are more active on Facebook, replying with short, sweet and humorous answers to questions and comments.

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Bathroom and locker room humor at its best on Thrillist’s Facebook.

Overall, Thrillist embraces its voice and runs with it.  To me, this embodies an honest, believable, and human voice.  Kudos to Thrillist for making themselves a niche market that still appeals across gender.


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