Is Your Brand Funny, or Just Following a Trend?

Scroll through TikTok or Instagram lately, and you’ll probably notice that brands are getting a lot funnier. Companies that once stuck to product announcements and promotional posts are now making memes and jumping on trends. 

For some, it’s paying off. Brands like Duolingo and Nutter Butter have turned their social media accounts into entertainment and received widely positive feedback. But when everyone starts trying to be the funniest brand on your feed, the jokes can start to feel a little forced. 

So, how do you know when humor is working for your brand and when you’re just following everyone else’s lead?

When Brand Humor Works 

Duolingo is an example of a brand that has mastered the art of being a little ridiculous online. In February 2025, the language-learning app announced that its green owl mascot, Duo, had died. The fictional death quickly took over social media, with users, celebrities and even other brands joining the conversation. In just two weeks, the campaign generated an estimated 1.7 billion social media impressions. This announcement didn’t come out of nowhere: the brand had spent years building a playful and chaotic personality around its mascot. 

Nutter Butter has taken a different, but equally unusual, approach. Its TikTok account features strange characters, cryptic storylines and videos that sometimes seem to have very little to do with cookies. The content is weird, but it makes people stop scrolling. 

These brands have found ways to stand out by doing something unexpected. The problem comes when other companies see that success and assume they should be doing the exact same thing. 

Funny Doesn’t Always Mean Authentic 

There’s nothing wrong with a brand having a sense of humor, and in many cases, social media gives companies an opportunity to show a side of themselves that audiences might not see through traditional marketing. However, there’s a difference between being funny and trying too hard to be funny.

We’ve all seen brands jump on a trending sound on TikTok, or use “young” slang that feels a little out of place. Sometimes it works. Other times, it feels like a company is trying to manufacture a funny persona that doesn’t quite fit. Not every brand needs to be funny or “trendy” to stand out. 

For example, a law firm probably isn’t going to start posting absurd videos about its attorneys, and that’s okay. That doesn’t mean its social media accounts have to be boring. Sharing behind-the-scenes moments, celebrating employees or finding a lighthearted way to discuss an industry topic can show personality without feeling out of character. 

Know Your Audience, Not Just the Algorithm 

It’s tempting to judge social media success by how many likes, shares or views a post receives. After all, who wouldn’t want their content to go viral? But when it comes to corporate social media presence, a million views don’t necessarily mean a million potential customers. 

A funny TikTok might reach people who have never heard of your business, but are they the people you’re actually trying to connect with?  

Before jumping on the latest trend, it’s worth asking a few questions: 

• Would your target audience find this funny?  
• Does it sound like something your company would actually say? 
• Does it make sense alongside the rest of your content? 

Sometimes the answer will be yes. Other times, sitting out a trend might be the better choice. Another thing to keep in mind is that social media trends move incredibly quickly, and by the time a social team hops on a trend, it may be “over.” Trying to keep up with every new trend or joke can become exhausting, and ultimately not feasible. 

That’s why it’s worth spending more time figuring out what makes your brand interesting in the first place. There’s room for all kinds of personalities on social media, and not all of them need to be funny. 

So, the next time your brand considers jumping on a viral trend, take a minute first to ask whether it actually fits. If the joke feels forced, your audience and potential customers will probably notice.