Scroll through any social platform, and the story becomes clear: The brands that win aren’t the ones with the cleanest creative, the most polished language, or even the biggest budgets. They’re the ones with personality.
In 2025, being likable isn’t just part of the marketing funnel. It’s the entire marketing strategy.
Humor. Chaos. Cultural fluency. Unhinged Threads. These aren’t fringe tactics anymore; they’re strategy. And if your brand voice still sounds like it was written by a committee in 2011, you’re not just outdated, you’re invisible.
What does that mean at a time when any misstep can also land you in internet prison — when “cancel culture” remains a legitimate fear for brands who take the “Miss Personality” competition too far? The truth is, you can avoid being boring, push the envelope but also stay inside the invisible lines if you’re careful. Here’s how you can do it and why you need to.
The Culture Has Shifted
We’ve officially moved from “always on” to “always vibing.” People want to feel like a brand gets it — not just gets them. That means understanding tone, timing and TikTok trends. It means knowing when to lean into a meme, when to drop the corporate speak and when to just … be weird.
So, how do you develop that sixth sense for knowing when to drop the weird? With practice. If your social media presence still looks like a press release, you have a long way to go, but you can get there. Getting a feel for these things takes time, and you’ll come across as inauthentic if your tweets are all over the place.
See what works. Weigh in on some trends and watch what resonates. Talk to the youngest people in the office — they have great BS detectors and can warn you if you’re trying too hard, which is the only thing worse than not trying at all.
“Professional” is Boring. Boring Doesn’t Sell.
There’s a reason Duolingo’s unhinged owl has millions of followers and legal firms with viral TikToks are getting clients. When everyone has the same tools, personality becomes the differentiator.
Beyond Meat’s Threads account is a perfect example. It posts completely off-topic, chaotic thoughts that read like they were written by someone who hasn’t slept in three days (sample post: “The goal of this account is not to promote products. The goal is for you to recognize our logo in the grocery store and ask yourself, ‘haha, I wonder if that little cow has been fired?’”). And that approach works. It’s weird, it’s human, and it stands out in a feed full of brands still trying to “optimize tone.”
And no, this doesn’t just apply to sexy direct-to-consumer brands. Museums, real estate agents, local government accounts and, yes, even pancake houses are growing audiences by being interesting, human and funny. Reacting rather than running it through a beta test.
Likability is a Performance Metric
Let’s say it plainly: likability drives engagement, engagement drives reach, and reach drives sales.
The funnel isn’t just awareness > consideration > conversion anymore. Now it’s:
👀 Did I notice you?
🤣 Did you make me feel something?
💬 Do I want to talk about it?
🛒 Okay fine, I’ll buy it.
The bar for attention is higher, and brands who “play it safe” aren’t playing at all. Younger consumers are not like older consumers. The advent of social media makes brands feel more like your friends. When you see Wendy’s flaming Burger King and Chick-fil-A on X, they seem relatable and fun.
Old forms of marketing couldn’t do that because they a) didn’t deliver in real time, b) weren’t on a platform where they could respond to one another, and c) never sat in your pocket, connecting you not just metaphorically but also physically as you scroll around their feed. It’s a powerful form of connection, and it’s evident in the way younger people regard brands.
According to research, nearly three-quarters of Gen Z say they’re open to considering new brands. But more than half also think that brands lie about the products and services they offer. Making that authentic connection based on likability, then, can make the ultimate difference between belief vs. disbelief and, ultimately, purchase vs. pass.
Being In on the Joke = Being In the Feed
Look at Beyond Meat’s Threads account. It often posts stuff completely unrelated to their product. Same with the Empire State Building’s wild social tone, or Ryanair’s savage TikToks. They’re not just promoting — they’re participating. They’ve dropped the corporate wall and stepped into the cultural current.
@ryanair
Ryanair leans into chaos — and it works.
That relatability builds more than buzz; it builds trust. And that is critical. According to Edelman, 84% of people say they need to share values with a brand to use it. While these wild social feeds may seem to simply seek attention, they actually make the connection consumers need to build that trust. Brands — they’re just like us.
A Few Tips to Keep It Real
First, that was a test — don’t ever use the expression “keep it real.” Don’t just parrot out slang you don’t understand, either. That will fail every time.
Second, find your lane. It doesn’t have to be the same lane where you offer your product, though that certainly goes a long way toward establishing credibility. But if you respond to every trend or meme or pop culture flavor of the moment, you will exhaust your audience. Be selective.
Third, and we can’t emphasize this enough, take advantage of your young people. They grew up on this. They know the line between weird and wow, that was a bad idea. Let them help. Learn from them.
Final Thought
It’s not enough to show up. You have to show up in character. In today’s culture war for attention, the winners are weird, witty and wildly self-aware. So, ask yourself: is your brand someone people would follow even if they weren’t buying?
If not … you’ve got some evolving to do. (Need some help? Contact us to discuss.)