How Federal Agencies Use Memes To Deliver Real Public Service

You’re scrolling past vacation photos and brand memes when the IRS shows up cracking a joke about FOMO. A decade ago, that kind of moment sparked outrage. Now it can be a smarter way to get critical tax guidance, safety recalls, and public information to the people who actually need it. We dig into research on how government agencies are redefining marketing and social media, and why this is less about “being cool” and more about behavior change in a crowded attention economy. 

We walk through the forces pushing public sector communication onto platforms like Instagram, TikTok, and X: the reality that audiences demand real-time updates, the need for transparency people can process quickly, and the simple fact that a message can’t work if it never reaches anyone. Along the way we unpack cognitive load and why the classic long PDF may be technically accurate yet practically useless on a phone screen during a commute. 

Then we break down what’s working, with three vivid examples: the IRS making tax season feel human, the National Park Service building parasocial trust through witty captions, and the Consumer Product Safety Commission using meme language as a carrier wave for life-saving recall information. We also get tactical about the playbook, including testing small, measuring click-throughs instead of likes, and keeping “fun” in service of the mission. If even the most risk-averse institutions can adapt, what does that mean for how you communicate at work? Subscribe, share this with a friend, and leave a review with your take on where the line should be.

Transcript

Instagram Meets The IRS

SPEAKER_01 0:00

Imagine scrolling through Instagram right now. Aaron Ross Powell Right.

SPEAKER_00 0:02

Just your normal daily scroll.

SPEAKER_01 0:04

Exactly. You swipe past, I don't know, a heavily filtered celebrity vacation photo and maybe a meme from a fast food brand about spicy chicken nuggets.

SPEAKER_00 0:12

Aaron Ross Powell The usual feed.

SPEAKER_01 0:13

Yeah. But then right below that, you see the Internal Revenue Service, the IRS, making a joke about FOMO, you know, the fear of missing out.

SPEAKER_00 0:22

Aaron Powell, which is just wild to think about.

SPEAKER_01 0:24

It is. Because ten years ago, that specific scenario actually caused a national scandal. I mean, people were l legitimately outraged.

SPEAKER_00 0:32

Oh, absolutely.

SPEAKER_01 0:33

But today, it's a highly calculated, widely celebrated, and literally life-saving communication strategy. So welcome to the deep dive. Today we are pulling from some really fascinating insights put together by Stellipop. They're an agency that specializes in government contracting and marketing.

SPEAKER_00 0:50

Yeah, the research is titled How Government Agencies Are Redefining Marketing and Social Media.

SPEAKER_01 0:55

Right. And our mission for this deep dive is to explore exactly how the stiffest, most traditionally rigid organizations on earth somehow transformed into Internet meme lords.

SPEAKER_00 1:05

It's quite the pivot.

SPEAKER_01 1:06

It really is. But more importantly, we want to figure out what this radical shift in communication teaches all of us about capturing human attention in an incredibly noisy, crowded world.

SPEAKER_00 1:19

Aaron Powell Because attention is definitely scarce right now.

SPEAKER_01 1:22

Exactly. And here's where it gets really interesting. This is not just about a bureaucratic office trying to be cool for the sake of like vanity metrics.

SPEAKER_00 1:31

Right. Because vanity metrics, things like raw follower counts or purely entertaining likes that look fantastic on a marketing spreadsheet, they don't actually change human behavior. And that's useless to a federal agency.

SPEAKER_01 1:43

Yeah, they need real impact.

SPEAKER_00 1:45

Exactly. We are looking at a massive behavioral pivot here. We're going to examine the psychology of why the shift is happening now and how it fundamentally alters the relationship between the government and the public.

SPEAKER_01 1:55

Which is a huge relationship to alter.

SPEAKER_00 1:57

It is. Because for a very long time, the unwritten rule of society was that serious institutions had to speak in a serious, detached, almost robotic manner to maintain authority.

SPEAKER_01 2:07

Right. That stoic voice.

SPEAKER_00 2:09

Yeah. But what we are seeing now in the Stellipop research is a complete, deliberate dismantling of that assumption.

Why Government Had To Adapt

SPEAKER_01 2:18

Okay, so to really appreciate how wild this transition is, I want to rewind the clock a bit. Let's look at how we got from point A to point B.

SPEAKER_00 2:25

Let's steer it.

SPEAKER_01 2:26

Because government communication wasn't just, you know, boring a decade ago. According to the source material, the idea of these agencies using social media was viewed as highly controversial.

SPEAKER_00 2:37

Aaron Powell Oh, heavily controversial.

SPEAKER_01 2:38

Right. Going back to that IRS example, when they first launched an Instagram account years ago, the public backlash was intense.

SPEAKER_00 2:47

People really did not like it.

SPEAKER_01 2:48

Not at all. Critics were aggressively questioning whether a tax collection agency had any business whatsoever maintaining a social presence on an app designed for like sharing pictures of your lunch.

SPEAKER_00 2:59

Yeah, it felt wrong to them.

SPEAKER_01 3:01

It makes me think of a strict, no-nonsense high school principal suddenly showing up at a college fraternity party.

SPEAKER_00 3:07

Right, just completely out of their element.

SPEAKER_01 3:09

Yes. Like with a lampshade on their head or something. It just felt incredibly out of place, uncomfortable, and people frankly didn't know how to process it.

SPEAKER_00 3:19

No, they didn't.

SPEAKER_01 3:20

So I have to ask, why on earth did these agencies push through that intense initial criticism? I mean, why not just throw their hands up, say this isn't for us, and retreat to their safe traditional press releases?

SPEAKER_00 3:34

Aaron Powell Well, if we connect this to the bigger picture, it really wasn't a choice. It was a survival tactic in the modern information ecosystem.

SPEAKER_01 3:41

Aaron Powell Really? Survival.

SPEAKER_00 3:43

Yeah. There were three massive structural drivers forcing this shift, whether the critics or the agencies themselves liked it or not.

SPEAKER_01 3:49

Aaron Powell Okay, what's the first one?

SPEAKER_00 3:51

The first driver is simply the undeniable monopolistic rise of social media platforms: Instagram, Twitter, TikTok. They stopped being just places for digital scrapbooking.

SPEAKER_01 4:02

Aaron Powell Right. They became where everyone lives online.

SPEAKER_00 4:04

Exactly. They became the absolute prime real estate for all public communication. If a government entity actually wants to reach the public with critical information, they have to go where the public's eyeballs already are.

SPEAKER_01 4:15

Aaron Powell That makes sense.

SPEAKER_00 4:16

Yeah. You can't broadcast a message in an empty room and then blame the audience for not showing up.

SPEAKER_01 4:21

Aaron Powell Wait, let me pause you there because I'm stuck on the idea of public expectations. You're saying that people actually wanted the government in that space because initially they pushed back.

SPEAKER_00 4:31

Initially, yes, they did. But that brings us to the second driver-changing public expectations across the board. Okay. Audiences today demand real-time updates, they demand instant accessibility, and crucially, they demand a certain level of frictionless engagement from all the brands they interact with on those platforms. Oh, I see. Yeah. What Stellipop highlights is that this expectation doesn't magically turn off just because the account you are viewing happens to be a government entity. Your brain is trained by the platform itself.

SPEAKER_01 5:02

Aaron Powell So if I'm understanding this correctly, like because I see a fast food brand making a clever joke and then I see a streaming service posting a funny behind-the-scenes video. Right. My brain subconsciously expects that same native, easy-to-digest experience from absolutely everyone in my feed, even like the Department of Transportation.

SPEAKER_00 5:21

Precisely. The platform dictates the culture. And the third driver that forced this evolution is the transparency mandate.

SPEAKER_01 5:29

Transparency mandate.

SPEAKER_00 5:30

Yeah. Social media has evolved into a necessary, critical tool to showcase accountability in real time. It allows organizations to present complex information in a digestible format that actually respects the user's cognitive load.

SPEAKER_01 5:43

Aaron Powell Cognitive load? You mean like how much mental energy it takes to actually process what you're looking at?

SPEAKER_00 5:49

Exactly that. Think of cognitive load as your brain's short-term working memory. If you are, say, riding a crowded subway and scrolling on a tiny six-inch phone screen.

SPEAKER_01 6:01

Yeah, your focus is pretty split.

SPEAKER_00 6:02

Right. Your available cognitive load is very low in that moment. A 70-page, dense PDF uploaded to a slow government website requires a massive cognitive load to parse.

SPEAKER_01 6:12

Oh, absolutely. No one is reading that on the subway.

SPEAKER_00 6:14

No one. It does not foster transparency for the average citizen because the average citizen simply does not have the mental bandwidth to read it in that environment.

SPEAKER_01 6:21

Aaron Powell That is such a good point.

SPEAKER_00 6:23

But a concise, natively formatted social media post that requires almost zero effort to understand. Right. So these agencies push through the initial criticism because the cost of remaining invisible and inaccessible on these platforms was ultimately far higher than the temporary discomfort of adapting to them.

SPEAKER_01 6:41

Aaron Powell Okay. That definitely establishes the sheer necessity of the pivot. We know why they had to adapt.

SPEAKER_00 6:47

Right.

Transparency And Cognitive Load

SPEAKER_01 6:48

Now let's look at what they are actually doing to capture the public's attention because this is where the execution gets genuinely fascinating.

SPEAKER_00 6:54

Aaron Powell It really does.

SPEAKER_01 6:55

The source material outlines three distinct case studies of agencies successfully injecting personality into their work. Let's look closer at the IRS first.

SPEAKER_00 7:04

Aaron Powell A great example.

SPEAKER_01 7:05

Aaron Powell They moved from this incredibly dry, intimidating voice to genuine relatability, purely to demystify tax season for millions of stressed out people.

SPEAKER_00 7:14

Trevor Burrus Yeah, taxes are stressful enough as it is. Seriously. So for example, they shared an Instagram reel reminding people about tax deductions. But instead of quoting some obscure, terrifying tax code section, the caption was literally don't let FOMO hit you at filing time, know your deductions.

SPEAKER_01 7:32

The psychological justiposition there is brilliant.

SPEAKER_00 7:35

It really is, isn't it?

SPEAKER_01 7:36

Yeah. You have the IRS, which is arguably the ultimate symbol of rigid financial compliance and authority, deliberately using FOMO. The fear of missing out.

SPEAKER_00 7:46

Right.

SPEAKER_01 7:46

It disarms the viewer instantly. Taxes are traditionally associated with anxiety and penalty. No ways. But by framing a deduction as avoiding FOMO, they take a highly stressful, punitive event and

IRS Makes Taxes Feel Human

SPEAKER_01 7:58

reframe it in the everyday casual language of consumer benefit. They are literally speaking the dialect of the internet.

SPEAKER_00 8:04

Aaron Powell That's a great way to put it. And then we have the National Park Service, the MPS. Now they are leaning heavily into their natural advantages, right? Well, for sure. Because they have stunning world-class visuals of our national parks. Yeah. But instead of just posting a pretty picture with like a Latin biological name, they pair it with incredibly quirky text. Yes, their captions are legendary at this point.

SPEAKER_01 8:25

Aaron Powell They are. The source mentions a photo they posted of a really foggy atmospheric park. And the caption was just BRB, lost in thought, also lost in this fog. Hashtag find your park.

SPEAKER_00 8:39

Yeah.

SPEAKER_01 8:40

It's so playful. It makes you feel like there's an actual witty human being behind the screen who loves the outdoors just as much as you do.

SPEAKER_00 8:47

Aaron Ross Powell And what the NPS is doing there is building a parasocial relationship.

National Parks Build Parasocial Trust

SPEAKER_01 8:52

A parasocial relationship. Like when people feel deeply connected to a celebrity or, you know, a podcaster they've never actually met. Trevor Burrus, Jr.

SPEAKER_00 8:59

Exactly like that. It's a one-sided psychological bond, but it feels very real to the audience. When the National Park Service uses a phrase like BRB alongside a beautiful landscape, they are shedding that cold institutional facade. Trevor Burrus, Jr.

SPEAKER_01 9:12

Right. They aren't just a faceless bureaucracy anymore.

SPEAKER_00 9:14

Trevor Burrus, Jr. Exactly. They become a persona, they become a friend sharing a moment. And when a citizen feels a parasocial bond with an agency, it effectively short circuits their natural hardwired distrust of authority.

SPEAKER_01 9:25

Wow, that's powerful.

SPEAKER_00 9:26

It is. You are much more likely to follow the rules of a park if you feel warmly toward the entity managing it.

SPEAKER_01 9:32

That makes a lot of sense. But I want

Meme Recalls And Real Safety

SPEAKER_01 9:35

to get to the third case study: the U.S. Consumer Product Safety Commission, the CPSC.

SPEAKER_00 9:41

Uh yes. The CPSC.

SPEAKER_01 9:43

Okay, let's unpack this one because I really struggled with it. They are using meme style language for intensely serious hazards.

SPEAKER_00 9:50

They definitely push the envelope.

SPEAKER_01 9:51

They do. The example highlighted by Stellapop is a tweet featuring a picture of a toaster. The caption reads, If your toaster is doing this, Q Flames. It's time for a recall. Check CPSC.gov for updates.

SPEAKER_00 10:03

Yeah.

SPEAKER_01 10:04

I mean, I have to push back on this. If my toaster is literally on fire, I don't want a meme. I want a fire extinguisher.

SPEAKER_00 10:11

Right, right.

SPEAKER_01 10:11

Isn't it profoundly reckless to pair a real fire hazard, something that could burn a family's house to the ground with a casual snarky Q Flames meme format? Is this just a desperate agency trying to hack the algorithm, or does humor actually have a place in a life or death safety recall?

SPEAKER_00 10:26

It is a very fair critique. And to be honest, it's the exact hesitation that keeps government communications directors awake at night.

SPEAKER_01 10:33

I bet it does.

SPEAKER_00 10:34

But what's fascinating here is that the CPSC is actually redefining how we distribute vital warnings by acknowledging how human attention actually works.

SPEAKER_01 10:43

Okay, how so?

SPEAKER_00 10:44

Think about the alternative. The traditional responsible approach is a dry bureaucratic warning issued via a standard press release. It might say something like: Notice, consenter item 49B has a thermal malfunction resulting in combustion.

SPEAKER_01 10:59

Right. And nobody, except a few journalists, is going to read that.

SPEAKER_00 11:03

Nobody reads it. And more importantly, nobody shares it. It dies in a void.

SPEAKER_01 11:07

True.

SPEAKER_00 11:08

By utilizing viral meme language, the CPSC is essentially using humor as a carrier wave for the safety data. It's like a Trojan horse.

SPEAKER_01 11:16

Oh, I see.

SPEAKER_00 11:17

The snarky Q flames tweet penetrates the algorithm. It gets retweeted, it gets screenshotted and dropped into family group chats.

SPEAKER_01 11:25

Yeah, my mom would definitely text that to me.

SPEAKER_00 11:27

Exactly. The humor guarantees that the life-saving information actually reaches the consumer's eyeballs before the toaster catches fire. Wow.

SPEAKER_01 11:35

So it's not reckless, it's aggressively pragmatic. They are prioritizing the actual spread of the recall information over the preservation of some outdated notion of bureaucratic stoicism.

SPEAKER_00 11:47

That is wild. So the humor isn't trivializing the danger. It's literally the delivery mechanism engineered to save your kitchen.

SPEAKER_01 11:55

Exactly.

SPEAKER_00 11:56

That shifts my entire perspective. And it transitions perfectly into the next major concept from the source, the actual return on investment of this relatability.

The Real ROI Of Relatability

SPEAKER_01 12:05

The ROI is huge here.

SPEAKER_00 12:07

Right. We've seen the funny tweets, but what is the ROI for a government agency adopting this strategy? Because Stellipop points out that sticking to safe, monotonous communication actually hurts these organizations. It does. It slows down their outreach and effectiveness. So beyond just getting a retweet, what does this actually achieve?

SPEAKER_01 12:24

Aaron Powell Well, it achieves a fundamental shift in public perception, which is arguably the hardest thing for any institution to change.

SPEAKER_00 12:31

Oh, definitely. The Stellipop research outlines several core returns on this investment. First, it builds trust and transparency by humanizing the agency, breaking down those rigid adversarial barriers. Second, it improves overall public awareness because, as we saw with the Flaming Toaster, creative campaigns make critical information stick in our memories.

SPEAKER_01 12:52

Yeah. I'm never going to forget that visual.

SPEAKER_00 12:55

Exactly. It also vastly expands their reach because creative content naturally goes viral without requiring massive paid advertising budgets.

SPEAKER_01 13:03

Which saves taxpayer money, really.

SPEAKER_00 13:04

Exactly. Next, it fosters genuine two-way engagement citizens actually comment, ask questions, and share their own experiences.

SPEAKER_01 13:12

A real dialogue.

SPEAKER_00 13:13

Right. But perhaps the most vital ROI is that it helps overcome deep-seated stigma. It builds goodwill for agencies that often face negative public perception.

SPEAKER_01 13:23

Aaron Powell So what does this all mean? The analogy that comes to my mind is that safe traditional government communication is kind of like eating plain, unflavored oatmeal.

SPEAKER_00 13:31

Aaron Powell Okay, I like where this is going.

SPEAKER_01 13:32

Aaron Ross Powell Right. Sure. It technically has all the nutritional value and the raw facts you need to survive, but absolutely nobody wants to consume it voluntarily.

SPEAKER_00 13:41

Yeah.

SPEAKER_01 13:41

You have to force it down. Aaron Ross Powell. But if you add some brown sugar and berries, you know, the humor, the relatable memes, the stunning park photos, suddenly people are eating it up enthusiastically.

SPEAKER_00 13:53

Aaron Powell They're asking for seconds.

SPEAKER_01 13:55

Yes. But I still have to ask, for those agency leaders or corporate executives who are terrified of public backlash, isn't standing out inherently

Why Invisibility Is The Bigger Risk

SPEAKER_01 14:05

risky?

SPEAKER_00 14:05

It feels risky to them, yes.

SPEAKER_01 14:07

Aaron Ross Powell Because when you're under a political microscope, being the plain oatmeal feels like the safest career choice.

SPEAKER_00 14:13

Aaron Powell It feels safe, yes. But it is an illusion of safety. And that is the trap so many leaders fall into.

SPEAKER_01 14:18

Really? An illusion.

SPEAKER_00 14:20

Yeah. The reality is that utilizing creativity does not mean compromising your professionalism. It simply means meeting people where they are and delivering the message in a way their brains can actually process.

SPEAKER_01 14:30

Which we know they need.

SPEAKER_00 14:31

Right. Yes. Fear of a PR disaster or political backlash is completely natural when you are managing public funds. But in today's digital landscape, invisibility is a far greater risk than backlash. Oh wow. Think about it. If your severe weather warning, your safety recall, or your critical tax deadline update goes completely unseen because it was too boring to trigger the social media algorithms, you have failed your primary mission.

SPEAKER_01 14:57

You completely missed the point.

SPEAKER_00 14:58

Exactly. You've protected your ego and your job title, but you haven't protected the public.

SPEAKER_01 15:03

Aaron Powell Invisibility is the bigger risk. I really love that framing. So since the risk of staying safe and invisible is mathematically too high, how exactly do these rigid, anxious organizations transition into this new era without accidentally causing

A Practical Playbook For Agencies

SPEAKER_01 15:20

a massive scandal?

SPEAKER_00 15:21

They have to be smart about it.

SPEAKER_01 15:22

Aaron Powell Right. The Stellipot material provides a playbook, but I want to understand how they actually execute it. How do you go from plain oatmeal to meme lord without stumbling?

SPEAKER_00 15:31

Well, you don't do it overnight, and you certainly don't do it blindly. Fair enough. The very first thing an agency must do is relentlessly understand their audience and the specific platforms they inhabit. You don't post a 30-minute policy breakdown on TikTok, and you don't post dancing trends on LinkedIn. Right, read the room. You have to map the terrain. Then you start small. You don't launch a massive edgy national campaign on day one. Too risky. Way too risky. You run low-risk micro campaigns to test the waters, analyze the public's reaction, and find your voice.

SPEAKER_01 16:05

Okay, but what about the actual content? How do you ensure you're not just being funny and forgetting the actual mission?

SPEAKER_00 16:11

That is the most critical tightrip walk of the entire philosophy blending fun with function.

SPEAKER_01 16:16

Okay. This makes you think of sneaking vegetables into a toddler's meal.

SPEAKER_00 16:19

Oh, perfect analogy.

SPEAKER_01 16:21

Right. The relatable funny meme is the melted cheese on top, but the vital policy update, or the toaster safety recall, is the broccoli hidden inside.

SPEAKER_00 16:30

Exactly.

SPEAKER_01 16:31

You absolutely need the melted cheese to get them to open their mouths and take a bite, but the entire nutritional purpose of the meal is the broccoli.

SPEAKER_00 16:38

That analogy is spot on. If the joke is so loud, so absurd, or so layered in internet irony that the viewer completely forgets about the toaster recall, the campaign is a failure.

SPEAKER_01 16:48

Right. The cheese overpowered the broccoli.

SPEAKER_00 16:50

Yes. The humor must act purely as a delivery vehicle for the function. It can never be humor just for the sake of getting laughs.

SPEAKER_01 16:58

Makes sense.

SPEAKER_00 16:58

It has to be reverse-engineered so that when the initial laugh fades, the underlying safety message remains firmly lodged in the user's memory.

SPEAKER_01 17:06

Aaron Powell So how do they ensure they have the right ratio of cheese to broccoli?

SPEAKER_00 17:10

Aaron Powell By heavily leveraging data and collaborating internally. They A-B test these formats. They look at the analytics, not just vanity metrics like likes, but actual click-through rates to the government website.

SPEAKER_01 17:23

Did they actually click the link?

SPEAKER_00 17:24

Exactly. Did the meme cause people to actually check their toaster model number? And they do this by breaking down silos. The communications team, the graphic designers, and the legal compliance teams all have to sit in the same room and agree on the message.

SPEAKER_01 17:37

Aaron Powell, which explains why the source emphasizes best practices like visual storytelling and speaking the audience's language.

SPEAKER_00 17:44

Precisely.

SPEAKER_01 17:44

If our brains process visuals tens of thousands of times faster than text, a striking graphic of a foggy national park or a flaming appliance bypasses that cognitive load we talked about earlier, it just grabs you instantly.

SPEAKER_00 17:57

Yes, visual storytelling respects the reality of the user's environment, and speaking their language means abandoning heavy bureaucratic jargon for conversational tones.

SPEAKER_01 18:06

Just talking like a normal person.

SPEAKER_00 18:07

Exactly. It's also about engaging in real time with trending topics, creating shareable content, and maintaining absolute transparency even when the topic is difficult.

SPEAKER_01 18:17

Don't hide from the bad stuff.

SPEAKER_00 18:19

Never. None of these strategies dictate that an agency should act outrageously or abandon its core values. It is entirely about translating those core values into a dialect that the modern internet actually speaks.

SPEAKER_01 18:31

That's a great distinction.

SPEAKER_00 18:33

It is an exercise in deep structural empathy for the end user, masquerading as a funny meme.

SPEAKER_01 18:38

Empathy masquerading as a meme. That is such a powerful, clarifying way to frame this entire phenomenon.

The New Standard For Professionalism

SPEAKER_01 18:46

And that brings us to the ultimate takeaways for you listening right now.

SPEAKER_00 18:50

We've covered a lot of ground today.

SPEAKER_01 18:51

We really have. We have taken quite a journey through the Stellipop insights. We've gone from a world where the mere existence of an IRS Instagram account caused widespread panic to a reality where a literal flaming toaster meme from a Federal Safety Commission is recognized as an optimized, life-saving communication tool.

SPEAKER_00 19:12

It's an incredible evolution.

SPEAKER_01 19:14

It is. The big takeaway here is profoundly clear engaging your audience on their preferred platforms and using their native language does not diminish your authority. It is the exact opposite. Exactly. It drives awareness, it builds essential parasocial trust, and it massively increases actual compliance. The old safe days of plain oatmeal communication are officially over.

SPEAKER_00 19:35

Which brings us to the broader implications of this behavioral shift. This raises an important question for all of us to consider, regardless of what field we work in. I love this part. If the most bureaucratic, heavily scrutinized, risk-averse government agencies in the country organizations bound by endless regulations and congressional oversight can successfully use memes, humor, and digital creativity to communicate life-saving and legally binding information. What does that mean for you? Has the standard for professionalism in our own careers, our own businesses, and our own daily communications permanently shifted from being stoic to being relatable?

SPEAKER_01 20:13

Seriously. That is the challenge to walk away with. Because if the IRS can figure out a way to make tax deductions engaging and approachable, what is your excuse for delivering a boring, jargon-filled presentation at your next team meeting?

SPEAKER_00 20:26

Right. There's no excuse anymore.

SPEAKER_01 20:27

It really makes you rethink all those rigid corporate rules we've just blindly accepted as normal for decades.

SPEAKER_00 20:33

Absolutely.

SPEAKER_01 20:34

Well, thank you so much for joining us on this deep dive into the evolution of government communication. Next time you are scrolling and you see a federal agency cracking a joke on your timeline, you will know exactly the psychological strategy and the broccoli hidden right behind it. We will catch you next time.