Brands have adopted a playful and concise communication approach on social media, known as “wink-wink” communication. This strategy involves regularly sharing short, amusing content, whether text or images. Its main goal is to increase brand visibility on a recurring basis and create a close relationship with the target audience. By engaging their community of fans and followers, brands can potentially benefit from amplified reach through virality or shared interactions.

Certain industries or brand personalities particularly favor this social communication approach. Brands like Oasis excel at the art of the wink. This type of communication often relies on humor, current trends, and creativity to spark audience interest and engagement.