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Turns out, half of Twitter users say humor from brands on the platform can feel outdated.

Jan 19 2022

Turns out, half of Twitter users say humor from brands on the platform can feel outdated. Yes, memesviral posts, and humor are all tactics brands can (and should) employ from time to time when posting on social media. But the circumstance and tone of voice are vital for ensuring playful / witty content doesn’t misfire (as was the case with Pabst Blue Ribbon this January, among other things). According to Twitter’s #RealTalk report about brand perception on the platform, one in two users believe an over-reliance on humor can come off as outdated, and eight in 10 users think brands should evolve their tone with respect to the times. Additionally, nine in 10 users say they value brands that have a strong sense of self, and 80% of users don’t mind being sold to on social media as long as the ads are entertaining or meaningful. The fact is, young people are quick to pick up on whether a brand is being genuine or not in their Twitter / social media posts, so creating content that not only appeals to today’s trends but is timed appropriately is key to reaching them online without being perceived as outdated. YPulse’s Pop Culture Redefined trend research shows over half of Gen Z and Millennials say brands need to participate in viral moments within a week or less in order to still be relevant. (AdAge)