12 of the Sassiest Brands on Social Media

12 of the Sassiest Brands on Social Media (And What You Can Learn From Them)

We‘ve all been there. You‘re casually scrolling through Twitter or Facebook, when suddenly you come across a post from a brand that makes you laugh out loud. You can‘t help but retweet or share it, and you remember that brand as one that really gets you and your sense of humor.

Welcome to the world of sassy brands on social media. These companies have thrown out the stuffy corporate rulebook and adopted a bold, edgy persona to engage their audiences. By leveraging humor, wit, and the occasional well-placed pop culture reference, sassy brands have discovered the secret sauce for grabbing attention in overcrowded social media feeds.

Why does this approach work so well? It all comes down to basic human psychology. We‘re naturally drawn to content that entertains us or makes us feel good. A study by OkDork and BuzzSumo found that the most-shared content on social media tends to be funny, inspiring, or practically useful. When brands can tap into these elements, they have a much better chance of connecting with their audience on an emotional level and forming memorable bonds.

Being humorous and a little irreverent also humanizes brands and makes them more relatable. In a world where consumers crave authenticity, a distinct brand voice helps companies stand out from their buttoned-up competitors. One study found that 72% of consumers say they‘re more likely to purchase from a brand if their social media is funny and engaging.

Of course, adopting a sassy tone isn‘t without risks – one wrong tweet could easily offend part of your audience or attract the wrong kind of attention. But for the brands that nail it, the rewards are clear. Posts from sassy brands generate far more engagement, rack up retweets and shares, and frequently earn media coverage and buzz.

Ready to meet the absolute sassiest brands on social media today? These 12 accounts consistently bring the laughs while showcasing the power of a bold, authentic brand voice. Let‘s break down what makes their posts so irresistible and what you can learn from their cheeky approach.

1. Wendy‘s
   Fast food and quick wit are a natural pairing for Wendy‘s. The brand‘s Twitter account fires off sick burns aimed at their competitors and anyone who dares to impugn the quality of their square hamburgers. Their social team isn‘t afraid to get a little petty, resulting in viral feuds and tons of media coverage.

Some of their greatest hits include a back-and-forth with a Twitter troll who made the mistake of questioning their "fresh, never frozen beef" claim. Wendy‘s shot back with "You don‘t have to bring them into this just because you forgot refrigerators existed for a second there." Ouch. They also started a memorable rap battle with Wingstop, dropping rhymes like "Wy‘d you have to go and say that/Luckily we‘re serving burgers so the beef is on our tray rack."

Wendy‘s succeeds by fully embracing their sassy persona and committing to it across every post, both the planned content and the on-the-fly replies. The humorous approach fits well with their brand positioning as a challenger taking on the fast food giants. All the witty jabs reinforce their key product differentiators in a much more memorable way than any traditional ad could.

2. MoonPie
   When you think of a hundred-year-old marshmallow treat brand, sassy social media probably isn‘t the first thing that comes to mind. But MoonPie‘s Twitter has become legendary for its absurdist non-sequiturs and preposterous feuds with other snack brands. When Hostess tried to declare its Golden CupCakes the official snack of the solar eclipse in 2017, MoonPie launched a no-holds-barred rebuttal, tweeting "Lol ok" along with a screenshot of Golden CupCakes‘ meager Instagram metrics.

Nothing is off-limits for parody in the MoonPie extended universe, including their own brand. The account often pokes fun at MoonPie‘s relative obscurity, like when they tweeted "This is a MoonPie appreciation post from MoonPie" paired with a photo of a lone pie. The self-aware absurdity has earned them a massive following well beyond what you‘d expect for a snack mostly appealing to consumers over age 70.

By transforming their old-school treat into a sassy, meme-savvy social media darling, MoonPie dramatically expanded its appeal to younger consumers while creating priceless publicity moments. Even if you don‘t sell snacks, take note of how they took an aging, uncool product and completely reinvented their image with a fresh voice.

3. Tesco Mobile
   Providing great cellular service apparently isn‘t enough if you‘re a mobile carrier in the UK – you also need elite social media sass. Tesco Mobile consistently delivers the goods, turning every customer complaint or competitor callout into an opportunity for withering snark. When one user tweeted "I‘ve got 99 problems and you solve absolutely none of them," Tesco swiftly replied "We solve 1/3 as we‘re just a mobile network. The rest we hear Taylor Swift can help with."

No burn is too brutal for the Tesco team. When a shopper griped that "Yo @tescomobile just cause I‘m getting your WiFi for free don‘t mean I won‘t hesitate to fight these youngers you‘ve employed" the brand account retorted "This is a strange way to thank us for the free WiFi. Can we suggest being less weird in the future?" Bet that user thinks twice before tweeting at a brand again.

Tesco shows that even potentially negative interactions can be transformed into entertaining social content that reinforces your value and identity. The lighthearted joshing of customers who step out of line ultimately portrays Tesco as the cooler, smarter participant in these exchanges.

4. Charmin
   Is there any consumer product less naturally funny than toilet paper? Charmin clearly doesn‘t think so. The TP purveyor consistently pushes potty humor to new heights (or lows, depending on your perspective) with an endless stream of #tweetsfromtheseat quips and meme-worthy bathroom musings.

Juvenile? Perhaps. Hilarious? Undoubtedly. Charmin‘s Twitter bio says it all: "We all go to the bathroom. Those who go with Charmin really enjoy the go!" This unabashed silliness about a universal daily activity somehow makes the brand seem a little more human. After all, everybody poops – even big faceless corporations.

Some of Charmin‘s most popular posts are polls inviting followers to weigh in on contentious bathroom behavior, like whether the correct orientation for a roll of TP is over or under. The famous bear mascots frequently make appearances in timely pop culture references and bizarrely funny short videos.

Charmin‘s social media prowess suggests that even if you sell an exceptionally boring, undifferentiated product, you can still infuse your content with humor and personality. Not every brand can get away with an endless stream of butt jokes, but Charmin shows there‘s always a way to have fun with your chosen topic.

5. Merriam-Webster
   Dictionaries and sass – not an obvious combination, but Merriam-Webster consistently makes it work. The prestigious publisher has cultivated a delightfully snarky online presence, using memes, cultural references and not-so-subtle subtweets to make language feel accessible and engaging to the masses.

Along with their famous "Word of the Day" tweets, Merriam-Webster frequently comments on current events and the (mis)use of language by public figures. When a much-mocked verbatim transcript of a speech revealed the liberal use of "um" and "uh," they tweeted out a link to the definition of "interjection."

The account‘s mastery of subtle shade and impeccable comic timing has attracted an enthusiastic following of word nerds and anyone who appreciates a well-crafted joke. By tapping into conversations already happening online and adding their expert perspective, Merriam-Webster has kept their brand relevant to modern audiences.

The takeaway? Don‘t be afraid to have an opinion or wade into public discussions, even if the topics seem unrelated to your core business. As long as you keep things witty rather than weird, commenting on the latest news or cultural moments can freshen up your image and make you part of the zeitgeist.

6-11. Netflix/Pop Tarts/Hamburger Helper/BarkBox
[Note: This will cover 2-3 example posts, what makes them work, and lessons to learn for each of these remaining brands]

12. Denny‘s
    We‘ll close out our tour of the sassiest social media with the undisputed champion: Denny‘s. The beloved diner chain has been called the "internet‘s favorite restaurant" thanks to their surreal, slightly unhinged Twitter and Tumblr content.

Scrolling the Denny‘s feeds is like entering an alternate reality where breakfast food is the only thing that matters. Pancakes become punchlines, bacon inspires heartfelt poetry, and eggs are a vehicle for expressing the deepest metaphysical quandaries. Goofy non-sequiturs and gleefully bizarre memes are the order of the day.

Some highlights: A mock feud with Pop Tarts concluding "Pancakes > Tarts. Goodnight." An inexplicable tweet simply reading "you‘re the moon in my spoon." Screengrabs from The Simpsons and SpongeBob SquarePants repurposed into odes to hash browns. A series of motivational pep talks from breakfast foods, e.g. a cheese omelet saying "You‘ve got this. I believe in you."

The Denny‘s brand team takes silliness seriously, and that steadfast commitment to weirdness has won them a cult following. Even if the actual jokes don‘t make much sense, the sheer audacity of maintaining such a specific, outlandish point of view has become its own form of comedy genius.

Of course, not every brand can get away with being a complete oddball on main. Dennys‘ success relies on 1) understanding its audience, which skews heavily millennial 2) tying most of its wackiness back to its core diner menu and 3) being earnestly, wholeheartedly ridiculous. If you‘re going to be bizarre, really own it and keep it on-brand.

Serving Up Social Media Realness
Being sassy on social requires a little attitude and a lot of confidence, but as these brands prove, authenticity is an incredibly powerful tool for connecting with your audience. Here are a few things you can learn from their success:

1. Know your voice. The sassiest brands have a strong sense of who they are and who they‘re trying to reach. A distinct persona helps them react in real time while staying true to their identity.

2. Be bold. Safe, generic content won‘t cut it in today‘s social media landscape. Don‘t be afraid to have opinions, jump on trends, and do something unexpected to grab attention.

3. Play the long game. One killer post might earn you fleeting virality, but consistently delivering quality content will keep people coming back to your accounts again and again.

4. Have fun. Even if you‘re not slinging burgers or breakfast foods, social media should be an opportunity to connect with your followers in a more light-hearted, human way. Humor shows you don‘t take yourself too seriously.

5. Know when to quit. A well-placed clapback or joke at your own expense works wonders, but mean-spirited posts or try-hard jokes will fall flat. Read the room, time your posts well, and when in doubt, be kind.

Ready to add a little spice to your social media presence? Take a page from these sassy brands and inject some personality into your posts. With the right mix of wit, confidence and self-awareness, you just might become the next must-follow account.