Go ahead and open LinkedIn right now. Scroll for 30 seconds. What do you see?
A graveyard of good intentions. A wasteland of press releases, boring announcements, and “5 Tips for Q4” that sound like they were written by a committee of well-meaning robots.
If you’ve worked a corporate job, you may have been taught that professional means serious (We are a very serious company here!) — especially on social media. You’ve been instructed to keep the “personal stuff” off your account and communicate in a safe way designed to offend no one.
I’m here to tell you that is one of the worst things you can do. And in 2026, it will be an expensive choice too. Because the fastest way to build trust, attract top talent and actually win new business is to be funnier.
I know because I ran an experiment (and generated hundreds of thousands of views for myself and my clients — read on).
For six straight months, I stopped posting the storytelling nonsense and how-to guides about creating content. Instead, I created a gloating, know-it-all persona where I could poke fun at things I saw online and let others in on the joke.
The results? It was, by far, my most successful run on social media. Ever. It’s not even close. My engagement exploded. But more importantly, the right engagement exploded: More conversations in my DMs, more exploratory calls with ideal clients, and more clients signed. I almost doubled my roster. And it isn’t just me.
While your competitor’s post about announcements is putting everyone to sleep, a witty observation is a pattern interrupt. It’s a flare gun in a sea of gray suits. That laugh earns you human connection.
Your audience is exhausted. Every research report from Edelman to Sprout Social says the same thing. People are drowning in inauthentic brand-speak, but they list “funny” and “memorable” as top reasons they follow and buy.
In a world where trust in faceless companies has cratered, humor is the ultimate humanizer. It’s the fastest way to signal you’re confident, intelligent and not a robot.
So, how do you win in 2026?
First, stop posting Googleable content. If I can find your core idea on the first page of Google, you’ve wasted my time. It has zero value.
At a minimum, you need to elevate to the “Selfie Tier.” Post a personal anecdote, a picture of your messy desk or a story about your kid’s soccer game (and how it connects to B2B marketing, of course). It proves you’re human.
But the real win? Flirt with the next tier: Comedy. This is a sharp observation, a self-deprecating joke, a satirical take.
Start small. Post about your Zoom freezing during a major pitch. Make a wry observation about a ridiculous corporate trend.
The bar is on the floor. Most competitors are in a race toward boring. That’s your opening. While they’re busy being professional, you can make friends with funny content.
By the way, friends are the ones who buy.