Why we love it:
Sotherans is an antique bookseller in London, and their Twitter feed is renowned for being very silly indeed. This tweet successfully combines an otherwise-dry announcement (“we’re closed today”) with a punchline (the silly reason why – which will be relatable to anyone who has ever visited an antique bookstore).
What you can learn from it:
By tacking a joke onto your important announcements, they’re much more likely to gain traction and be shown to a bigger slice of your audience. Just make sure the joke is one that your audience can relate to – and one that makes sense in the context of the announcement.