Mark Zuckerberg is leaning into his meme era

• Mark Zuckerberg has been shifting from a tech bro image to a seemingly more playful persona.
• Most recently, Zuck's funny 4th of July post got significant public attention.
• The Meta CEO's recent rebranding efforts include stylish attire and engaging memes.

The memeification of Mark Zuckerberg continues — but lately, the Meta CEO seems to be just as in on the jokes.

Most recently, Zuck wished America a happy birthday with a 4th of July Instagram post featuring him on a surfboard, holding an American flag, drinking what looks like a can of beer, and, of course, wearing a tux and sunglasses.

As one person wrote on X: "Damn it, Zuck did something cool again."

This is just the latest move in Zuck's seemingly new, more playful era. The Facebook founder had built a reputation as the quintessential tech bro, from his awkward robotic mannerisms to his classic gray t-shirt uniform.

But while the memes may not have stopped, Zuckerberg has started to play into the banter.

The subtle shift seemed to start back in 2023, when Tesla CEO Elon Musk challenged the fellow tech giant to a "cage match." Zuckerberg surprisingly responded via Instagram Story with just the words: "Send Me Location," spurring incredulity among many.

But he wasn't kidding. A few weeks later, Zuck, a jiu-jitsu blue belt, showed off a video of him training with MMA fighters Israel Adesanva and Alexander Volkanovski on a speed boat. The clip also played the"Mission Impossible" soundtrack as a cheeky cherry on top.

Zuckerberg has also been upping his style game, straying from his signature gray tees and sweatshirts to more fashionable jackets and designer shirts.

Probably the most viral addition to his closet, though, has been his new chain necklace. In a video announcing his company's latest AI features, Zuckerberg debuted his chain, which instantly caused a stir on social media.

People were instantly hyped about the CEO's new "mob chic" look. An edited image of him with a beard added also made its rounds across the internet.

The more casual posts are "a pivot where he is really trying to show in another way that he is a man of the people in a sense," image consultant Joseph Rosenfeld told Business Insider.

And Zuck has stuck with the jewelry — his birthday outfit included a gold chain (as did his July 4th video).

One person pointed out on X that Zuckerberg sticking to his new chain look seemed to lean into his memeification:

Still, Zuckerberg's style shift has weightier significance.

Rosenfeld said that because "people are scrutinizing his every move," especially after recently being in hot water with Congress over his platforms' lack of child-safety policies, Zuckerberg is "democratizing his look" to be more approachable.

"He wants to convey, 'hey, I really do understand you, I am one of you, I am not a king,'" Rosenfeld said.

And the rebrand seems to be working, for now.

His recent 4th of July post has received the public's thumbs up of approval. As another person tweeted, "Zuck definitely knows how to create a meme."