This is one of our favourite recent funny tweets from the Innocent Drinks Twitter account.
This is it. A new year. A new decade. A new chance for success.
No more messing around. No more nonsense. No more mistakes.
This year our ads are going to be absolutely perfect. pic.twitter.com/UG7OlsgNxX
— innocent drinks (@innocent) January 6, 2020
Whether you’re an individual trying to impress a date, or a brand trying to impress social media users — self-deprecating humour tends to go down well. That’s why the best brands on social media use comedy to own their mistakes.
In October 2019, Innocent Drinks posted a joke about a new drink made from conker milk. It was funny, but it backfired because conkers are not safe to eat. The brand swiftly apologised for the misstep (generating lots of social media engagement in the process) and have referred back to this mistake with funny posts in the months since.
This is one of our favourite references to the incident. We particularly love the very clear delineation between setup (the text) and punchline (the image).
You can read more in our comprehensive article where we analyse how Innocent used comedy to become officially Awesome on Social Media! There’s no doubt that they are one of the funniest brands on social media.