Self-ironic

Honestly admits flaws with humor. Shows brand humanity.

✓ What to do

• • Admit mistakes with humor • Be self-critical • Show humanity • Use meta-humor

• • Don't undermine trust • Avoid self-deprecation • Don't mock the product • Don't overdo it

"Our site sometimes lags. Like us in the morning before coffee ☕"

website

"We're not perfect. But we try. Sometimes."

social

"Sorry for spam. Promise, this is the last... this week."

9/10

social_media

Genuine posts

8/10

customer_service

Acknowledging issues

7/10

advertising

Honest advertising

Wendy's

Restaurant

Self-irony on Twitter

Cards Against Humanity

Entertainment

Absurd self-irony

IKEA

Retail

Acknowledging assembly complexity

Creator

Jester