Today, brands are more than a name for a product. Consumers treat brands as real people. Think about your own interactions with your favorite brands. We judge them by the same characteristics, display the same loyalty to brands as our friends, and we even talk to brands on social media like they’re real people.

Having a clear brand personality is incredibly important for your business. It makes your company more relatable and creates a persona that consumers can connect to. Social media enables brands to put this persona on display. Through written updates, videos and replies to other users, brands can post regular updates in their unique tone to communicate their personality.

We’ve seen this trend really take off in the last couple years. Brands like Skittles take a silly approach to their social media posts, while Wendy’s and Merriam-Webster are famous on Twitter for their snarky tweets and replies. Who could forget this Wendy’s comeback that sparked their new reputation? However, while these companies have seen surges in follower counts and exposure with their bold messages, this strategy will not work for every brand.

If being sassy or daring is a key characteristic of your brand, by all means, go for it. If it’s not, don’t feel pressured to go that route. In 2017, a Sprout Social brand personality survey of 1,000 people found consumers prefer to buy from honest, helpful and friendly brands. At the end of the day, people still care more about having a positive interaction than seeing a clever burn on social media.

If it is appropriate for your brand, adding light humor can be a good way to inject playfulness into your message. Seventy-five percent of people surveyed said they did see the value in companies’ humor on social media. However, you’ll still need to know where to draw the line on the jokes. Eighty-eight percent of respondents reported being annoyed when brands mock their fans. That annoyance can have significant consequences for your bottom line. More than 50 percent said they would unfollow a brand that annoyed them, and 23 percent would refuse to give them future business.

Every brand is different and unique, so don’t force yours to be something it’s not. Audiences can quickly tell when you’re being inauthentic. In 2015, there was a whole thread on Reddit dedicated to making fun of companies who tried way too hard to connect with millennials in their advertising. Trust us, it’s cringe-worthy. If using slang or referencing pop culture is off-brand, your message won’t connect with young consumers. Millennials will not hesitate to make you the butt of their joke.

Lastly, consider your industry and what your audience wants to see. The Sprout Social survey found consumers most want to see social media personality from companies in the media, consumer goods and travel/hospitality industries. On the other hand, they don’t want to see as much playful personality from government agencies, banking or utilities industries. If you’re in those industries, your audience won’t necessarily be impressed with a clever meme or snarky comeback, and that’s okay. You can still show your personality and make a lasting impression with a powerful, interesting statistic or genuinely helpful tip for your audience.

Still not sure what your brand personality is or how to effectively communicate it online? Consider using a marketing and advertising agency. An expert can help turn your brand into that “real person” with a unique personality and keep your messages on-brand.