To the average social media user, a cheeky tweet from a corporate account can look like a fun and effortless way for a brand to interact with its consumers on social media. However, as industry professionals and academics know, corporate social media accounts are tediously preplanned, monitored and groomed to keep up with brand image and changing trends. Humorous social media content is a way for brands to engage with their younger audiences and to form human connection with their publics. The power of successful corporate social media humour should not be underestimated.
Wendy’s and No Name Brand are two examples of brands who have successfully transformed their social media presence to fit the aloof, quirky sense of humour that earns a corporate account the chance to go viral. Since 2017, the social media accounts of Wendy’s, particularly Twitter, have gained notoriety for using quick-witted, trendy humour to build brand reputation amongst their younger audiences especially. They rarely try to advertise their products outright, but instead create jokes that let the products speak for themselves. Here’s an example of how Wendy’s incorporates humour into their message while keeping profit top of mind:
As many opportunities as corporate social media humour presents, it also presents an equal, or greater, number of risks. Don’t underestimate the fatality of trying too hard. Here is an example of an unappealing and dull attempt to keep up with social media humour:
(photo credit to Vijay Poriya via LinkedIn)
While most frequent social media users of the younger generations can immediately spot where this social media post missed the mark, it may go unnoticed by higher levels of management who are responsible for approving it. Having a social media specialist on your team who understands current trends and publishing tools is crucial to your brand’s social media success.
To recap, here are several key tips to successfully incorporate humour into your brand’s social media channels:
1. Stay consistent.
If your brand only generates a funny post every time there’s a new meme circulating, the attempt may appear less genuine than a brand whose overall tone is humorous and carefree. Try to incorporate humour into a larger percentage of your posts.
2. Understand the values of your audiences.
Before posting, be mindful of who will be engaging with your post. Is this something your audience might find offensive? Will they understand the pop culture or internet references within the post?
3. Understand the social media trend cycle.
The internet’s main feature is the speed at which we share things. Headlines can go viral within minutes, but as we know, this means that trends are prone to dying just as fast as they were made popular. A meme that was plastered all over Twitter just two months ago may now be considered overdone.
A brand looking to transition to a lighter, more humorous tone of voice should look to these tips to gain positive attention from their audiences. As a co-op student or a new hire at a large organization, it can be nerve-wracking to speak up when you see room for improvement. However, stepping in with a new, younger perspective can help brands avoid the common social media faux pas that are common today.
Article By: Madison Bishop
Editor, Symmetry Public Relations
