No music, no intro, this is The Morgan Snyder Show.
Hey, are you getting sick and tired of hearing how you should ‘be authentic’ online?
For the last year, it’s been the most common piece of advice on LinkedIn. Despite it being parroted continually, when it really works, it can yield huge results:
More connections, increased engagement, and a memorable brand.
I think most leaders see the potential, especially for those aiming to inspire teams, attract talent, or build trust with customers.
But despite this understanding, many leaders approach platforms like LinkedIn or X with a sense of caution. They default to safe, strictly professional announcements rather than revealing the person behind the title.
This hesitancy often stems from the pressure and scrutiny leaders face.
Every piece of communication can feel like it's under a microscope, analyzed by employees, competitors, or customers.
Showing personality or attempting humor introduces variables, ones that can be easily misinterpreted in the nuance-killing realm of social media.
There's a tangible fear of saying the wrong thing, or, worse, causing offense.
Combine that with the ingrained expectation that leaders should maintain a certain level of formal distance and control, makes sticking to the safe, impersonal posts feel like the right move.
All this being said, personality and humor doesn’t have to be life or death. You can be professional AND funny when building your brand online.
So, for this final session of Digital Writing 101, I thought it’d be good to work through humor, which I have found to be a great asset when it comes to my content and writing.
Let’s get it into it.
Why Bother with Funny?
Before we get into the how, let's talk about the why.
If you’re going to try this humor stuff out, you have to have reasons.
First off, Humor breaks down barriers.
It shows followers that behind the title and the profile, there's a real personality.
This makes you more approachable, relatable, and trustworthy. People connect with people, and want to be entertained as much as they want to be educated on business topics.
Then there’s the increased engagement.
Funny content often gets noticed. It cuts through the noise of standard corporate updates and bland announcements. Humor can spark more likes, comments, and shares because it evokes an emotional response.
If you make a witty observation about a common industry frustration that gets others nodding and commenting, "So true!" I guarantee you that you’re winning friends. They will take an interest in what you’re doing.
Third on the list is memorability.
People remember how you make them feel. A touch of humor can make a leader's message, insight, or even their personal brand more memorable than purely factual, dry content.
Months ago, I wrote a post about how my wife wanted a plastic goose she could dress up for our porch. I still hear about the goose at networking events.
Finally, you can use humor to build rapport and culture. (internal or external)
For leaders using social media to connect with employees or showcase company culture, appropriate humor can signal a positive working environment. It shows you don't take yourselves too seriously.
Content coming from CEOs and other leaders is actually a secret way for finding great talent. Not the point of today’s episode but just a call out.
Wrapping this section up, remember that in crowded categories, humor can help a leader stand out.
What Kind of Humor Works? (And What Doesn't)
Not all humor is created equal.
I’m sure you’ve seen posts (not from me, of course!) where you’re left wondering: Do they know how bad this makes them look?
We want to avoid that.
I think there’s a few easy wins that you can implement right away with your content.
My favorite style of humor on all social media platforms for leaders is self-deprecating.
Poking gentle fun at yourself (not your skills or company performance, but relatable human flaws) can be very endearing. It shows humility.
I have resting droopy the dog face. And a few people have told me that I’m aloof like a cat.
These are funny things where I’m not undermining my abilities. The focus is on minor, relatable quirks about who I am.
It’s never a bad idea to go with observational humor.
It’s not extremely difficult to make witty observations about everyday work life, things inside your industry, or common professional experiences.
Everyone has to deal with their inbox after a 3-day weekend.
Most people are juggling deadlines or are on a never ending quest to find balance in their jobs and lives at home.
These are relatable struggles, and there are so many options you could go with.
Tomorrow you could make a funny GIF captioning the feeling of finally closing your browser tabs after finishing a big project.
As far as styles to avoid, nothing you haven’t already heard of, but worth mentioning so I cover my bases.
It’s difficult to interpret correctly in text format and often comes across as negative or passive-aggressive. Yes, I’m referring to sarcasm.
I struggle to NOT post things like this because I use heavy amounts IRL. I’m working on it.
Anything targeting race, gender, religion, and so on is off-limits. Generally doesn’t add much to your brand to take a political stand.
Making fun of those in less powerful positions (punching down = interns, junior staff, customers). Always aim humor at yourself, universal situations, or "up" at abstract concepts or challenges.
You can probably think of more. Be respectful and you probably won’t get yourself in too much trouble.
Advice for the Hesitant Leader
Feeling nervous? That's normal.
Almost every exploratory call I have starts with the leader saying something like, “I really want to do this but I don’t know how…”
My advice is to roll it out slowly before you put your comedic chops on display.
Start by Sharing: Share humorous (but relevant and appropriate) content from other trusted sources first. See how your audience reacts.
Engage with Humor: Respond with lighthearted or witty comments on other people's posts.
Try Relatable Observations: Start with simple, safe, observational humor about common work experiences.
Seek Feedback: Run a potentially humorous post by a trusted colleague (you can always send things my way) before publishing.
There you have it.
Humor, when used strategically and authentically, can be a powerful tool for leaders on social media.
It humanizes, engages, and makes messages stick. But it requires careful thought, audience awareness, and a commitment to staying appropriate. I know, that’s hard.
It's about finding that sweet spot where your personality meets ‘what’s normal’ on the comms side in your category.
Use it wisely, and you might find it gives you a distinct advantage in building connections and attracting customers online.
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Want to talk shop on all things writing online? You can find time with me at morgansnydercopywriter.com or send me a DM on LinkedIn.
My friends: keep writing, keep publishing, and I’ll see you next time.
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