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Ryanair – elf on the shelf

Why we love it: Posted the day after Spain were knocked out of the World Cup by unlikely victors, Morocco, it made sense for Ryanair to stick them on the plane home. Combined with the seasonal (Christmas) topicality of the popular ‘elf on the shelf’ meme, this one is working on a couple of different levels. What you can learn from it: We give you fresh, original joke formats every month. But don’t be afraid

Henry Sotheran LTD – we’re closed today

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

Prime Video UK – Cheers to the world

Why we love it: Do you know what’s going on here? Neither do we. (Ok, we do – but only because we watch a lot of nerdy TV.) We love this because it’s aimed at a niche segment of Prime Video’s audience, who are the only people in the world who could possibly understand it – let alone find it funny – and that’s precisely WHY they’ve engaged with it. What you can learn from

ryanair – Thinking of seat number

Why we love it: Ryanair are posting comedy across all platforms – but we love how they’ve adapted their content for each. They’ve developed a unique lo-fi branded design format for memes on Instagram which – when paired with an observation that’s genuinely relatable for their audience – consistently delivers great engagement for them. What you can learn from it: You can add your branding to your memes. Just make sure it doesn’t get in

Specsavers – Reacts

Why we love it: Specsavers’ social team are always ready to react – so when Brits took to social media to complain that they couldn’t get a Glasto ticket due to technical issues, this was an easy win for Specsavers. Yes, it’s pretty much the same joke they always make. No, we don’t mind too much. What you can learn from it: Join the conversations that your followers (and even better – your potential followers)

innocent – Stay in Bed

Why we love it: It’s simple, it’s relatable, it’s innocent in tone. What you can learn from it: This post just goes to show that relatability is everything – and that expressing a sentiment that your audience strongly relates to, especially if you can time it perfectly (this one went out on a rainy Monday morning), can generate engagement. Even if you can’t quite muster the motivation to turn it into a joke.

Paddy Power - Vote on the poll

Paddy Power – Vote on the poll

Why we love it: Ahead of the England vs USA Football World Cup game, Paddy Power entertained their sports-obsessed audience with a ‘USA vs UK’ poll in their Instagram stories. We love the topicality, the silliness, the interactive element and even the effort they’ve put into the design (where other brands might have stuck to using the platform’s native tools, someone’s clearly opened Canva for this one). What you can learn from it: Experiment with

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