Why Invincible's marketing makes it the archnemesis of "superhero fatigue"

If you're a fan of superheroes, cartoons and all things gory, you've almost certainly heard of the R-rated adult animated series Invincible.

Based off the comic book series of the same name, the show follows Mark Grayson, the son of superhero Omni-Man.

Grayson discovers his own superpowers as a teen and wrestles with relationships, keeping secrets, and the morality of being a superhero.

In a world where movies and TV shows are oversaturated by the superhero genre, Invincible is a mature, humorous, and ever-so violent take on superpowered beings.

It's the perfect cure for over-18s needing a fresh take on superheroes.

The Invincible experience is further enhanced by a marketing team who not only knows their audience well, but knows precisely what they DON'T want.

"Where are the memes, William?"

Oh, the wonderful memes this show's gifted us with!

From the random title drops whenever someone says Invincible (as often seen in the show) to Thicc Omni-Man (look him up if you dare), the creators know what generation of viewers they're talking to.

Not just that, but they understand the value in matching their online sense of humour.

The show's social media admin, colloquially known as "Admincible", often uses existing memes or creates new ones to advertise the show and engage with fans after the latest episode's jaw-dropping moments.

From using footballer Kylian Mbappé's "I will be there" quote to announce Season 3's release date, to teasing future seasons with a "Where's Mark, William?" meme, Admincible knows their audience of 20-somethings want superhero content that's not only hilarious, but doesn't take itself too seriously.

Even when the show can get really, REALLY dark.

When your reputation isn't... [INVINCIBLE TITLE DROP]

Back when Season 2 came out in 2023, the show caught a LOT of flak for a confusing and downright frustrating release schedule.

After the first half of the season came out in November, the second half didn't come out until March 2024.

That's right - 4. MONTHS. LATER.

Fans were naturally frustrated by the delay. But all was forgiven a few months back after a self-aware teaser for Season 3 dropped.

In the teaser, Mark's (kinda) boss Cecil roasts him for his "4-month vacation right in the middle of things".

On top of that, as the title card drops at the end, "no midseason break" is sheepishly placed beneath the release date.

You gotta love it when a show not only knows their audience well, but is willing to throw itself under the bus and promise a triumphant return to form.

It's not the first time the show's been this meta. Back in Season 2, after some complained about the show's animation quality, animators told the audience how they really felt when Mark met the creator of his favourite cartoon.

To read or not to read?

There's two main categories of Invincible fans: those who haven't read the comics (i.e. most people), and those who have.

The comic series officially ended in 2018. And the plan is to adapt the whole thing as a roughly 8-season animated series.

However, the showrunners only just started the 3rd season. That means there's A LOT of story that hasn't been told yet. Most fans are oblivious to what's coming, meanwhile comic readers (like myself) are bracing for MANY impacts.

Knowing what's coming and having to wait is painful. But, thankfully, the show doesn't act like longtime fans don't exist, or that the future of the series is some big mystery.

Admincible loves teasing in a way that doesn't spoil anything, but winks and nudges at those who know what's up.

Now and then they'll hint at things like future villains and Invincible's new costume. This naturally gets most people excited, but gets comic readers VERY excited.

An invincible social strategy

Invincible (and Admincible) are textbook examples of knowing your audience and knowing how to engage them before, during and after new episode releases.

The showrunners have a heightened sense of room reading. They know "superhero fatigue" is real and that fans want more than a different hero or storyline.

They want to connect with shows online, without having them just scream "NEW EPISODE STREAMING NOW" in your face every week.

People form relationships with TV shows when they feel connected to them. And this show tries connecting right back. It's a social strategy that ensures interactions are more personal, and fans feel more respected.

By showing appreciation for those who already appreciate your brand, then your social presence, too, can be...

[INVINCIBLE TITLE DROP]

-Devin, Copywriter