Social media has become an incredibly noisy space, with countless brands vying for attention in our feeds. So how can companies cut through the clutter and actually connect with their target audiences? One powerful tool is humor.
Injecting some wit, personality and laughter into social media posts can make a brand much more relatable, engaging and memorable. In fact, a study by Sprout Social found that 3 in 4 consumers appreciate humor from brands on social media. When done right, funny posts drive significantly higher engagement and sharing.
But using humor effectively is easier said than done. Humor needs to align with the brand voice and values. It needs to be clever and original, not cringey or try-hard. The line between funny and offensive can be thin.
To inspire you, here are 10 brands that are nailing the funny factor on social in 2024, across various platforms and industries:
1. Wendy‘s
Fast food chain Wendy‘s has long been known for its sassy, snarky tone on Twitter. They regularly engage in funny trash talking with competitors like McDonald‘s and Burger King. But they also delight fans by dropping in witty replies and roasts on random posts.
Some of their recent zingers:
- "Yeah, sex is cool, but have you ever had a spicy chicken sandwich and fries?"
- "People say I have no chill but look how frosty I am" [posted with a photo of their Frosty dessert]
- Their thread of increasingly ridiculous demands in exchange for bringing back spicy nuggets racked up over 500K likes
2. Duolingo
Language learning app Duolingo has built a huge following of over 5M on TikTok with their hilarious videos. They‘ve personified their owl mascot and turned him into a meme, showing him doing everything from twerking to chasing you down the street for not doing your Spanish lesson.
These absurdist sketches are a great way to turn a potentially boring subject like studying a language into something fun and entertaining. And they smartly tap into TikTok trends and sounds to expand their reach.
3. Aviation Gin
Actor Ryan Reynolds bought a stake in Aviation Gin a few years ago and has since taken over their social media in his signature self-deprecating style. He makes himself and the brand the butt of the jokes.
Some examples:
- Tweeting "I need this product to be successful to pay for my other terrible investments"
- Filming a DIY commercial from home in his pajamas and admitting "we‘re very much in debt"
- Pretending his mom made the commercial and it‘s riddled with embarrassing childhood photos of him
This humble and human approach makes the brand more endearing than your typical sleek liquor marketing.
4.Denny‘s
Diner chain Denny‘s has a truly unique and bizarre social media presence. On Facebook and Instagram, they post a mix of surreal memes, puns, and observational jokes loosely related to their food. It‘s often complete nonsense but in an amusing way.
For example:
- An image of a stack of pancakes in space with the caption "In space no one can hear you eat breakfast"
- A Venn diagram of pancakes, the moon, and conspiracies with the overlap labeled "Is flat"
- A photo of a fork in a socket outlet with the warning "Do NOT stick forks in here. Stick them in pancakes instead."
It‘s weird but memorable. And that oddball style makes them stand out from other family dining chains.
5. Merriam-Webster
A dictionary brand may not sound like a laugh riot. But Merriam-Webster‘s Twitter account has earned praise and popularity for its playful approach to language and current events.
Rather than just posting dry definitions, they find witty ways to react to the news and trends by highlighting humorous or ironic word choices. For instance, when a politician tweeted a rant in ALL CAPS, Merriam-Webster helpfully shared the definition of "capslock."
During the pandemic, they had fun with Covid-related terms like "covidiot" and "doomscrolling." And they often resurface silly-sounding words like "collywobbles" or "smellfungus" to add some much-needed levity to serious times. It‘s a clever way to make the dictionary feel relevant and cool.
6. Innocent Drinks
UK smoothie brand Innocent is well known for not taking themselves too seriously on social media. With a disarmingly cute and casual voice, they post random jokes, puns, and thoughts that have little to do with juice.
A sampling:
-
"If you haven‘t been ID‘d when buying liquor in a while, buy a bottle of our new vitamin C boost juice. The cashier will assume you‘re a youth chasing eternal life."
-
"Idea: we genetically cross cucumbers and pineapples to create a spikey ninja weapon fruit (and tasty smoothie)"
-
"Just learned about this ‘silent disco‘ trend. Can‘t believe the CIA stole my idea of a party where everyone just scrolls their phones and doesn‘t talk."
It‘s all very British and makes the brand feel more like your witty mate than a faceless corporation. But every so often they‘ll sneak in a smoothie-related gag to bring it back to their products.
7. Recess
CBD-infused sparkling water brand Recess has built a fun, playful, and relatable persona on Instagram. Their meme-style posts tap into the everyday stresses and anxieties of millennial life, positioning their calming drinks as the antidote.
For example:
- "‘Recess: for when you‘re tired of being a girlboss and just want to be a girl"
- "I don‘t have anxiety. I just live in a constant state of ‘what if‘"
- An image of a Recess can hidden behind a healthy salad with the caption "Me hiding the fact that this is my only coping mechanism"
Self-care and mental health are serious topics, but Recess addresses them in a tongue-in-cheek way that resonates with their young audience. Their feed feels like group therapy but funnier.
8. MoonPie
How does a 100+-year-old marshmallow sandwich snack brand stay relevant? By getting weird on Twitter.
MoonPie‘s Twitter is full of absurdist non-sequiturs, goofy polls, and meta commentary on their own business struggles. They‘ve created a tragicomic character that‘s just trying its best.
For example:
- "You‘re laughing. MoonPie is fighting for survival in an uncaring universe and you‘re laughing."
- "MoonPie sales are down. We must regain the youth vote. What is it you young people want these days? More serotonin in your MoonPies?"
- "Every day I ask myself in the mirror, ‘Would a washed up snack food go on Twitter and tell people to buy MoonPies or they‘ll explode?‘ And the answer is always yes."
It‘s a hilariously dark and self-deprecating vibe you don‘t often see from legacy food brands. They‘ve even jokingly threatened to block anyone who tweets a photo of a MoonPie with a bite taken out of it for being too disturbing. That‘s commitment to a comedic bit.
9. Pop-Tarts
Speaking of old-school snack brands, Pop-Tarts has kept themselves in the cultural conversation with a steady stream of memes and viral stunts.
On Twitter, they post funny mashups of Pop-Tarts flavors with nostalgic references, like:
- A photo of Bugs Bunny branded Wild Berry Pop-Tarts
- Pokemon named after Pop-Tarts flavors
- Guessing which Jonas Brother matches which Pop-Tart variety
They also famously started a viral debate by tweeting "RT if you bite your Pop-Tarts, Like if you just straight up put them in the toaster like a normal person." Turns out, a lot more people prefer their Pop-Tarts untoasted than the brand expected! But they rolled with it and kept the joke going.
Pop-Tarts has mastered the art of the random funny tweet that gets people arguing and sharing. It keeps an old-fashioned breakfast pastry top of mind.
10. Washington State Department of Natural Resources
Yes, a government agency makes the list! Washington‘s DNR has earned 300K TikTok followers and media coverage for their comically enthusiastic and eccentric videos about nature facts, conservation, and wildfires.
Posted by a diverse crew of park rangers and firefighters, the videos make environmental topics entertaining through skits, songs, and goofy costumes. Standout posts include:
- A ranger in a Smokey Bear costume doing a interpretive dance to a voiceover about wildfire stats
- Footage of rangers frantically stomping out a ground fire set to a metal song
- An acapella rewrite of WAP (that‘s "Wet Ass Puddles") about the importance of mud for amphibian species
It‘s both hilarious and educational. By showcasing the fun personalities of their staff, Washington DNR makes topics like trail etiquette and invasive species engaging for a wide audience, especially a younger crowd on TikTok. More government orgs should take notes!
Tips for Using Humor in Your Brand‘s Social Media
Inspired to get funnier on social media? Here are some best practices to keep in mind:
-
Develop a unique voice that fits your brand. Don‘t copy other funny accounts directly. Put your own spin on humor.
-
Test different types of humor to see what resonates, whether that‘s dry wit, silly puns, self-deprecation, absurdism, or gentle teasing of fans/competitors.
-
Read the room. Be mindful of what‘s going on in the world and in your community. Some moments call for a more serious tone.
-
Punch up, not down. Don‘t make hurtful jokes that pick on marginalized groups or kick people when they‘re down. Aim for lighthearted fun, not mean-spirited jabs.
-
If a joke bombs, own up to it and apologize. Humor is subjective and sometimes you‘ll miss the mark. Be willing to take the L humbly.
-
Balance humor with your core marketing messages. Being funny is great for engagement, but don‘t forget to tie it back to your products/services too. Even the most ridiculous brands like MoonPie and Old Spice know when to sneak in a relevant CTA.
-
Look for humorous angles on what differentiates your brand. What‘s a funny way to highlight your unique selling proposition? Wendy‘s leans into fresh, never frozen beef. Aviation Gin riffs on Ryan Reynolds‘ celebrity ownership. Find your comedic niche.
With some smart strategy, a distinct brand voice, and a willingness to get weird, using humor on social media can help your company stand out from the crowd and build a loyal fanbase. Who knows, maybe your brand‘s next viral moment will come from a surreal shitpost about sentient hamburgers or an oddly poetic ode to tax season.
Hey, it‘s worth a shot! Just err on the side of fun and not taking yourself too seriously. And when in doubt, hire an actual professional comedian or comedy writer for help. No joke.