Marketing on social networks is essential for brands today. Social networks are used every day all over the world for communication, so it is necessary to know these platforms to create strategies and achieve the best results on them. Both in the virtual and real world, a brand must first of all have a great personality that connects a particular product to the consumer. Showing a sense of humor on social networks can provide added value to brands if humor is used appropriately. For this reason, this paper seeks to investigate the role of humor in encouraging consumer engagement on social networks. In order to reach such results, a quantitative research was conducted through the analysis of the content of posts on the official Facebook page of Ožujsko pivo, as a brand that regularly uses an appeal to humor in its posts in combination with posts of serious content. The one-year period from September 2021 to September 2022 was taken for the analysis. The obtained results show that the humorous posts of Ožujsko pivo encourage people to make humorous and positive comments, thus creating a joyful and friendly atmosphere, as a result of which the brand connects with its consumers. Humorous posts have not been found to encourage greater consumer engagement or generate more likes, comments and shares on social media. Nevertheless, they cause an equally high rate of engagement, and such data do not diminish the usefulness and success of using humor on the social network Facebook Ožujsko pivo.