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From LOL to Leave No Trace
How the National Park Service Mastered Humor on Social Media
Robert Vidaure
May 06, 2024
The National Park Service (NPS) has discovered a secret weapon in its mission to engage and educate the public: humor. Across their social media channels, particularly Instagram and X, they have become known for their humorous and witty content, thanks to Matt Turner, the agency’s social media specialist.
They have mastered the art of infusing wit and fun into their content, and the results speak for themselves. Let’s examine why the NPS’s humor-driven approach has been so successful and explore some examples of their hilarious and effective content.
Connecting with Audiences
One of the primary reasons for the NPS’s success with humor is its ability to connect with audiences on a personal level. By adopting a conversational and often humorous tone, the NPS has transformed its social media channels into virtual gathering places for park enthusiasts. Whether it’s sharing witty observations about wildlife or poking fun at common outdoor mishaps, the NPS’s humor creates a sense of camaraderie and belonging among its followers.
If bison are on the road, be patient, drive slowly, and stay in your vehicle. Wait for bison to move along: do not honk your horn or drive aggressively toward them. That will only make them go slower. A bison’s level of aggressiveness, both physical and passive is legendary.
— National Park Service (@NatlParkService)
8:05 PM • Dec 3, 2023
This humorous take on a common occurrence in Yellowstone entertained followers and raised awareness about wildlife safety.
Don't pet the fluffy cows. 🦬
— National Park Service (@NatlParkService)
3:12 PM • Mar 30, 2023
Making Conservation Fun
Humor has proven to be an effective tool for delivering essential conservation messages in a way that resonates with audiences. Instead of using dry or preachy content, the NPS uses humor to make conservation topics engaging and accessible. The NPS inspires action while entertaining its followers by weaving humor into discussions about Leave No Trace principles, endangered species, and environmental stewardship.
Did you know if you hold an ermine up to your ear, you can hear what it’s like to be attacked by an ermine?
— National Park Service (@NatlParkService)
7:18 PM • Feb 1, 2023
By tapping into trending topics, leveraging memes, and embracing pop culture references, the NPS ensures that its content is not only funny but also highly shareable. This virality extends the reach of the NPS’s message, attracting new followers, sparking conversations, and amplifying awareness about its mission.
Careful. It'll drop you like a bag of dirt. Be the bigger succulent and walk away. 🌵
— National Park Service (@NatlParkService)
5:54 PM • Mar 22, 2024
In essence, the National Park Service has found success by blending humor, personality, and cultural relevance into their social media strategy, making important information about parks and nature more engaging and shareable.
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