Your company: it’s serious business. You work, you analyze, you brand, you create, you… laugh? Yes, laughter. The kind when you cackle about Buzzfeed’s Best April Fool’s Day Pranks. The kind when you stifle a chuckle at that adorable one-minute video of baby bunnies stuffed in cups. The stuff that inspires a midday crack-up: this is just the ingredient to spark engagement and build an army of loyal followers.

Incorporate humor within your messaging (but stay on brand!)

Want to get customers talking about your product? Use humor. According to The Nielsen Global Survey of Trust in Advertising, almost half of the 30,000 respondents agreed: humorous ads resonate most. Make sure the humor you choose to use is pushing your brand forward, engaging your audience, and promoting dialogue between you and potential clients.

Retweet and repeat.

When you come across a great witty one-liner from an entertainer, retweet it and add your own commentary. Let your humanity shine through the message, but make sure to keep it on brand and tasteful. Avoid controversy and political stances that have the potential to spark disagreement.

Positivity is key.

Creating a culture that’s fun and lighthearted can attract customers to your brand. But how can you translate fun into 140 characters or less? Be imaginative, use viral video, stay up-to-date on trends, and above all else, do nothing in bad taste. It’s easy to send out an edgy tweet, but way harder to pull it because the tone was misconstrued or controversial.

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Humor increases engagement.

We all know there is a real live person behind every tweet we come across. Let’s face it; social media is about fostering stronger connections with other humans. By tweeting something on a visceral or comedic level, we are strengthening that connection and encouraging action. And really, that’s what we strive for every day.

Humor builds trust.

Using humor in social media is like walking a fine tightrope line above The Empire State Building. By blending humor with “business as usual,” you’re building an online identity that speaks to clients’ practical sides and their need for some laughs. This fosters a spirit of trust while enforcing your brand’s authority.

Leadership doesn’t have to be dry.

It was former president Dwight Eisenhower who said, “A sense of humor is part of the art of leadership, of getting along with people, of getting things done.” Take it from a wise leader: we all could stand to lighten up a bit. Stick to your voice and brand-building while adding a bit of lighthearted fun, and in no time, you’ll spark the engagement you seek.

Injecting humor into your tweets is an easy way to break up the monotony of the day-to-day. By using appropriate humor and tailoring your posts to suit your audience, there’s no limit to how far you can go in showcasing the laid back side of your business. And at the end of the day, who doesn’t want a good laugh?