Humour online can be a double-edged sword. Tweet something mean-spirited, off-colour or just downright lame, and the whole thing will rapidly backfire on you. However, do it right, and you can watch your brand profile rise overnight.
Here are ten of the best brands using humour on Twitter today:
Injecting humour into a toilet paper brand is always going to be tricky. Managing to keep that humour just on the right side of ‘crude’ is a mammoth task, but Charmin handles it with aplomb.
— Charmin (@Charmin) October 7, 2015
The Old Spice TV ads have been tickling funny bones for some time now, so it’s only right that their Twitter account is similarly guffaw-inducing. Creatives at Old Spice are masters at the social media marketing game, staying on-brand and on-message while also making us laugh.
Every day is abs day when you’re a snake.
— Old Spice (@OldSpice) November 14, 2015
Innocent fruit smoothies are products designed to make us feel all warm and fuzzy inside, and their Twitter feed reflects this. Expect cutesy, animal-related tweets served with a side of sharp wit from these guys.
There's a programme called 'Panda Babies' on ITV right now. PANDA. BABIES.
— innocent drinks (@innocent) January 31, 2016
Paddy Power’s brand identity is basically ‘lad (or lass) in the pub with encyclopaedic sporting knowledge’. The bookmaking firm’s social media channels reinforce this constantly with their ‘banterous’ but knowledgeable posts.
BREAKING: Sky sources say ratings agency Moody's will change the outlook for the #ENG football team from 'poor' to 'f*cking dreadful'.
— Paddy Power (@paddypower) June 27, 2016
Moosejaw Mountaineering’s marketing team have gone out of their way to set themselves apart in the outdoor sporting equipment retail field. Spotting a gap in an otherwise humourless market, Moosejaw has quickly filled the hole with a raft of irreverent (and, often, irrelevant) tweets which have garnered the firm a lot of attention.
Flightless birds are underachievers.
— Moosejaw (@MoosejawMadness) June 1, 2016
The Skittles brand is light-hearted and heavy on the fun factor, which is an identity their social media team have effectively captured on Twitter. Skittles is a great example of how to make a Twitter account a seamless extension of your brand model.
I'm not saying eating Skittles Tropical will magically transport you to Hawaii for the Pro Bowl. But you could try? pic.twitter.com/zsh3vGM3me
— Skittles (@Skittles) January 30, 2016
Another popular confectionary company making serious waves online, Oreo have utilised smart hashtags, bizarre humour and quick-fire interactions to make their Twitter presence a shining example to all social media marketers.
Why cry over spilled milk when you can fall head over heels?https://t.co/BAZ1v5p0MQ
— Oreo Cookie (@Oreo) December 4, 2015
Car manufacturers Kia have decided to focus on developing the personality of their vehicles via the medium of Twitter, and so far it is working well! Quirky tweets, corny jokes and a whole lot of human interaction make the Kia UK account a winner.
I’m not going for a night out with a pressure washer again. 100 bars were too much for me.
— Kia UK (@KiaUK) July 16, 2012
Making a flower delivery brand funny is no mean feat, but Arena Flowers manages to knock the competition for six with almost every tweet. And it’s paying dividends; just look at their follower count to see how successful the campaign has been.
You think you know someone then, years later, you notice their silvery complexion and spoon-like body. They are, you realise, a spoon.
— Arena Flowers (@ArenaFlowers) July 14, 2012
Marmite find themselves in a strange position in marketing terms: they have a brand which is built on the fact that many people thoroughly dislike the product. The war of words between the “love” and “hate” camps has been the driving force behind Marmite’s marketing success for years, and the firm’s social media accounts only serve to stoke the flames.
— Marmite (@marmite) January 8, 2016
That’s our pick, have you got any memorable hilarious tweets?