@mirandadoesbrands
Instagram · Graphic Yap
@mirandadoesbrands I spoke about this the other day and lots of people agreed (and disagreed), so I thought I would do a deep dive into what’s happening and how the linguistic evolution of marketing roles we are currently witnessing compares to what happened in the 80s with software engineering.
Performance
Video #23583 · Graphic Yap
[01]
The creator opens with a bold thesis about the masculinization of marketing job titles, using recent job postings as evidence. She then pivots to a historical deep dive, comparing this trend to the evolution of software engineering in the 1980s, which shifted from female-dominated clerical work to male-dominated high-status engineering. She concludes by connecting this historical precedent back to modern marketing, arguing that AI's impact on coding has shifted the value to distribution, prompting a rebranding of marketing roles to sound more technical to earn leadership respect.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 55%
Marketing is being masculinized + why it matters
Verbal hook · 30%
I'm convinced marketing is being rebranded so that boys can do it too, and this is something I said the other day that kind of went viral.
Visual hook · 15%
Speaker looking directly at the camera with a bold, high-contrast text overlay centered on screen, immediately followed by a screenshot of a 'GTM Engineer' job posting popping up to provide instant visual evidence.
[06]
Steal this for your own video
is being rebranded so can do it too.
[07]
The promise the opener makes, and how the video pays it back
Hook
Deliver a bold, potentially controversial thesis statement about a current cultural or industry shift, referencing previous audience interest to establish authority.
Payoff
Conclude with the real-world consequences of this trend, highlighting who benefits and who loses, leaving the audience with a thought-provoking societal implication.
[08]
The structural pattern this video runs on
Framework
The Historical Mirror Deep-Dive
Presenting a controversial modern trend and validating it by revealing a surprising, identical historical precedent.
The Trend Evidence
Provide rapid-fire, undeniable visual proof that the claimed trend is actively happening right now to ground the thesis in reality.
The Historical Mirror
Introduce a surprising historical precedent where the exact same pattern occurred in a different context, shifting the video from an opinion piece to an educational deep-dive.
The Paradigm Shift
Explain the specific economic or technological catalyst that caused the historical shift, detailing how perception and status changed as a result.
The Modern Catalyst
Bring the narrative back to the present by identifying the new technological or cultural catalyst driving the current trend, perfectly mirroring the historical example.
I spoke about this the other day and lots of people agreed (and disagreed), so I thought I would do a deep dive into what’s happening and how the linguistic evolution of marketing roles we are currently witnessing compares to what happened in the 80s with software engineering.
title · beginning
Marketing is being masculinized + why it matters
contextual · beginning
GTM Engineer
contextual · beginning
UGC Engineer
contextual · beginning
Sr. Branding Engineer
contextual · middle
The Rise of the Content Engineer: Marketing's Most In-Demand Role
contextual · middle
The Computer Girls
contextual · end
SNAP CEO says vibe coding is causing a big shift in the way companies allocate their budgets
I'm convinced marketing is being rebranded so that boys can do it too, and this is something I said the other day that kind of went viral. I wanted to do a deep dive into what's actually happening. We are suddenly seeing the same old marketing roles being given new technical coded names, narrative engineer, go to market engineer, even saw a UGC engineer. The most interesting part of all of this is that this is actually history repeating itself. Before software engineer was a job title, programming was actually a secretarial task mainly done by women. Cosmopolitan even ran this article about the computer girls. It was considered soft worse, secondary to the hard work that men were doing building physical products. It all changed in the eighties when the personal computer was invented, and the industry started to realize that actually software is where the money was. Programming was then rebranded into software engineering. The industry started promoting this idea of the lone male genius. And over time, this filtered women out. The software was feminized when it was considered clerical, masculinized when it became high status. Marketing was feminized when it was making things pretty. Now marketing is being masculinized because AI has made it so anyone can code. And now the biggest problem is distribution. This technical language is being applied to earn respect with leadership without considering what that means for who those roles might go to and who feels qualified to apply.