The rise of humour in marketing

Is it only me who has noticed this or you feel the same?

It seems everyone is trying to be funny these days!

Why?

It works!  Rather, it sells!

Humour is becoming a powerful tool for marketing.

In this highly competitive era, grabbing customers’ attention is one of most challenging things. However, the good news is, capturing your audience’s attention is not a big budget thing. All you have to do is manage a well-timed joke. A grin on people’s faces can do all the work.

Just think, don’t you still remember the ads that made you laugh? Doritos, GoDaddy, Budweiser, and Coca-Cola successfully made people laugh in their advertisements. There will be more which you remember.

But, why humour? – The benefits of humour in marketing

To put it simply, if you can make people laugh, there are chances that you are liked as a brand. Other reasons of humour being an effective content strategy are:

  • Creates an emotional bond with the brand

Laughing diffuses the stress and kills the tension. If an advertisement on television, content on a hoarding or a post on social media makes you laugh, you tend to build an emotional bond with that brand. If you can make people laugh, the chance of you being liked as a brand increases.

  • Increases the reach

What happens when someone tells you a really funny joke? You will want to tell it to other people, yeah? Also, when you come across a funny meme on social media, you share with someone who you think will be able to relate to and laugh. Funny content spreads like wildfire, increasing the fan following for the brand. 

Humour in content marketing – Best practices

Brands are using humour in their marketing strategies to attain more visibility. However, the success or failure of your brand depends upon the execution of your humour strategy. There is a fine line between creating intelligent amusement and infusing forced fun element. Humour in marketing can be done right only if you manage to find the perfect balance between being funny and professional.

So, here are some of the tips to create humour in your marketing:

  • Know what’s funny!

Defining your audience should be your initial step. What’s funny for a 15-year old might not be funny for a 30-year old. So, it is vital to know and understand your audience so that you know what’s funny and what’s not! Otherwise, there is high probability people will be like:

  • Avoid controversial topics!

It is not a good idea to talk about a particular religion or community. Jokes that hurt anyone’s feelings can be a controversy. Creating a humour that doesn’t insult anyone creates more engagement and builds up trust.

  • Be natural!

Natural humour in marketing is considered to be a good humour. People come to know when the humour is forced. If it doesn’t come naturally, it is better not to do it. Always remember, not trying at all to be funny is better than failing to be funny. If you fail, your customers will be like:

  • Be consistent!

Consistency is the key to a successful brand. If you have decided to go ‘funny’, make sure you maintain the same tonality of your content across all the platforms.

  • Make it relatable!

People will find it even funnier if they will be able to relate the situation to themselves. So, it is a wise idea to create content around the usual occurrences in our day to day lives.

  • Repeat, in a fresh way!

If your analysis says that people are finding it funny, you must continue with it. However, keep it fresh every single time. You will obviously not want to lose fans because of the repetition of your humour.

Should your brand try to be funny? – The key takeaway straight from ‘Eco Experts’

Humour is an efficient tool for content marketing, if used wisely. So, if you are planning to incorporate this style into your content, ensure it doesn’t hamper your brand values. Moreover, the content needs to be fun, yet classy. It has to be pristine and professional. Ensure you do not get carried away by the short-term visibility. Consider the long-term scenario and do only good to the reputation of your brand.