Dive Brief:

• A Twitter account has emerged under the name "Brands Saying Bae" poking fun at brands using the slang word. 
• The @brandsayingbae handle retweets instances of brands using the word "bae"—a slang term of endearment usually specifying a romantic partner. 
• As expected, brands often miss the mark on the term, making it easy for the Twitter account to make sarcastic remarks about the brands' attempts. 

Dive Insight: 

Brands often use the strategy of trying to sound as hip as possible on Twitter in order to seem relatable to millenials. The rampant use of slang, as evidenced by this Twitter account, does beg the question of whether it actually does make a brand seem relatable. Most social media strategies are likely better than no strategy at all, so as long as marketers aren't tweeting offensive or irrelevant things, use of slang will likely continue—even if it means getting poked fun at.