As Onya knows and discusses often, social media has become a crucial part of marketing and engaging with customers for most organizations. 

However, too often brands get bogged down in trying to be overly promotional or corporate sounding on social platforms. They forget that social media is supposed to be social. Injecting some fun and personality can go a long way.

We understand there is a level of professionalism and “buttoned-upness” that you have to share when it comes to the voice of your business. You don’t want to treat it like your trip to the mall. But there needs to be some level of enjoyment with social media sharing. 

Below, we explain why it matters to loosen up a bit and have fun! 

Why Fun Content Matters

Entertaining and engaging content resonates with people much more than dry corporate speak. Studies have proven that fun content is viewed as more memorable and engaging than dull, run-of-the-mill messaging. Countless companies have shown the value of taking a fun, playful approach on social channels.

Wendy’s frequently roasts other brands in a humorous way, like when they tweeted “Where’s the beef??” at McDonalds after the rival launched a disappointing new burger. This sassy and fun interaction generated huge engagement.

Merriam-Webster’s Twitter feed is delightfully quirky and unexpected at times for a dictionary brand.

MoonPie’s surreal and absurdist humor has built them a passionate following.

Juicy Fruit jumped on the ‘Dad Bod’ phenomenon to create this clever ad that features their different types of gum packs. They found a subtle yet humorous way to incorporate a hot trend into their brand content.

Having Fun Drives Engagement

Beyond being memorable, fun content generates much higher engagement rates. An analysis found that brands that used GIFs earned 55% more engagement than brands that didn’t. Visuals, humor, interesting formatting and takes on current events or trends tend to drive much higher likes, shares, comments, and clicks.

This extends to paid social ads as well. According to Sprout Social, ads that were funnier and more playful with their creatives saw an increase in traffic and conversions versus more serious, sterile ads.

Tips for Making Social Fun

So how can brands embrace a lighter, more entertaining approach on social? Here are some tips:

• Post funny memes, GIFs, and videos (within good taste)
• Share jokes, puns, and amusing anecdotes related to your industry
• Get creative with hashtags, tweet formats, and filters
• Run silly polls and quizzes
• Respond to customer questions in a witty, on-brand way
• Join in on trending topics or hashtag games
• Behind-the-scenes bloopers and outtakes
• Share funny customer stories or interactions
• Creative user-generated content contests

The key is letting your brand’s unique personality shine through versus just pushing ads and product info. Be relatable. Comment on things customers are talking about in an insightful or funny way. Don’t be afraid to be playful.

At the same time, of course, brands need to strike a balance. While having fun is important, it shouldn’t come at the expense of your broader marketing goals or cross ethical lines. Keep it light and positive without being offensive or inappropriate.

The brands that win on social are the ones that view it as a two-way conversation with customers. They use it as a platform to engage and entertain just as much as to inform and promote. By finding ways to have more fun and personality, you’ll see much higher social media engagement and affinity for your brand.

If you are looking to find ways to integrate more humor into your content to lighten the mood, reach out to Onya today!