Twitter is entertainment, so it goes without saying that a humorous Twitter account is going to get followers, reach and engagement.

Here are some of the brands that have decided to navigate (or not) the governance needed to keep a funny and risqué Twitter account in check.

Although these companies are often in industries where rules of taste are fairly relaxed, all have done well in using belly laughs or sass to their benefit.

Waterstones Oxford Street

There are several things nice about this account. It’s run by one of the store's booksellers, not outsourced to an agency, as a lot of big, funny, branded Twitter accounts are. 

It also ignores the rules about acceptable numbers of tweets per hour, and fills feeds with ‘long’, involved and entirely fanciful stories about the secret lives of books. 


Although abstruse, there’s a often a laugh, or a nod and a wink. Occasional interaction with fans.

Taco Bell

More sass than humour. Tons of audience interaction. Happy to take risks. Lots of other activity around products, competitions etc.


Doesn’t tweet every day but has a nice mix of sass and wit. 


Sass again and frequent, very smart interaction.

Coca Cola (Doc Pemberton)

The founder of Coca Cola, bringing 19th century style to a humorous Twitter account.

The Dolphin Pub and Mangal 2 restaurant

I'm including these two together as small London businesses using Twitter to increase awareness. As they are aimed at a local audience, to some extent a knowledge of British pop culture and the London area helps.

Knowledge of their target audience (young beer drinkers and kebab eaters means they don’t have to mind their tongues).

The Mangal tweet was sent after Arsenal beat Tottenham in the North London soccer derby.



Paddy Power

A hugely successful account because of topical flights of fancy such as the following tweet. An almost exclusively jokey and irreverent account.


Not to be outdone by Paddy Power. Probably the most abstruse account of any brand. Often sublime.

Ben Davis

Published 6 September, 2013 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at, follow at @herrhuld or connect via LinkedIn.

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Comments (12)

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Michaela Clement-Hayes, Communications Executive at FusePump Ltd

Thank you for making me laugh out loud on this Friday afternoon. I will definitely be following @WaterstonesOxfordSt now!

almost 5 years ago


Rick Noel

Great examples Ben of some big brands with a light-hearted approach to twitter engagement. We have always found that entertainment is a great way to drive engagement not only twitter, but most social channels, with the LinkedIn the exception as it is more business focused than say Twitter, Facebook or Google+.

Have a great weekend and thanks for sharing.

almost 5 years ago

John Waghorn

John Waghorn, Content Marketer at Koozai Ltd

It’s good to see some of these brands using Twitter in a way that portrays them as human. Twitter is a great tool but I think some brands get carried away in the whole corporate image and messaging routine. Showing that you have personality can make your Tweets a lot more engaging as it gives you character and people look out for it in the future if it’s already been done before.

It doesn’t have to be the case that your brand is either really corporate or adds more personality all of the time, but finding a good balance can make a difference. Cheers Ben, enjoy the weekend!

almost 5 years ago



I personally love when brands on twitter do more than simply push their content. Humor is a great strategy, but there are some brands that seem to use it more for shock value than to benefit their company. Skittles's twitter account is not as impressive to me, as about half of their tweets don't actually have anything to do with their product. If you stripped the name and simply read through their tweets, it sounds like a mixture between someone's personal account and a skittles account.

Opinions on posting multiple times a day? Typically, that would become frustrating, but I really like the way Waterstones made a narrative out of it. At the same time, the point of twitter is to express yourself in 140 characters. Maybe that kind of post would be better suited for facebook? Or posted over a series of days to keep people more engaged?

almost 5 years ago



I really wish that there was more Businesses that went this ave with regards to their social media from time to time. As for me it's all about being balanced. All too often the Tweets from Big Businesses are just promotions and pretty much glorified press releases. It's good to see tweets that have some humor to it to make customers, visitors and consumers feel engaged.

almost 5 years ago


Josh Trenser

I really like the Kraft one!!!

almost 5 years ago


Gerry White

Can't believe O2 didn't make the list, they were awesome year, especially during the outages... The reflective, tongue in cheek manner was truly impressive borderline dangerous, but always just right (in my opinion).

almost 5 years ago

Lesley Cutts

Lesley Cutts, General Manager at GoodnessDirect

Ah so refreshing to realign my small world of twitter and take an inspiring glimpse at some brands having fun.

almost 5 years ago


Gav Hudson

Let's not forget Queensland Police here in Australia - some highlights here -

almost 5 years ago

Tom Howlett

Tom Howlett, Digital Marketing Executive at Koozai

Good post, interesting to have a look at the different styles.

In my opinion, Twitter shouldn't be defined in terms of how many Tweets you should send, what they should be about and what percentage should be promotional.

It's a communication channel and should be used as such. Just talk about what interests your customers.

almost 5 years ago


Donat Abiff

After a few years of friends bugging me to create a Twitter account i finally did so. I must admit; Twitter is by far the best Social Media Platform for business now-a-days. It's unbelievable the amount of business that's generated via Twitter. And like these funny business tweets; if you are a smart online marketer you could easily convert a laugh into a sale.

almost 5 years ago



A single creative sentence can engage user's attention. twitter is most important platform where Every single communication creates internal and external way to engage people and generating your business.

almost 5 years ago

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