Humor in Marketing
When crafted with care, a well-placed joke or self-effacing quip has the power to endear a brand to the audience.
Research says about 78% felt brands could do more to make audiences happy. About 91% even preferred brands to be funny.
This means humor in customer interactions is a serious business.
When used effectively, humor can make a brand more relatable, memorable, and likable.
Brands that establish a connection with their consumers through humor are often able to create a strong bond, similar to the bond between friends who share a sense of humor.
However, humor can also be a double-edged sword, and using it inappropriately can backfire and damage a brand’s reputation.
Benefits of Humor in Marketing
Smiles and laughs have become important to building business and customer relationships.
If customers are not smiling, then they have no reason to stay.
Here are some benefits of taking a stab at humor in your marketing.
It grabs attention
In a world where consumers are bombarded with advertisements, humor can help a brand stand out.
A well-crafted humorous ad can capture attention and create a positive association with a brand.
This is especially true on social media, where meme-centric branding can gain a lot of attraction since the content is often shared and amplified by users.
It creates a positive emotional connection
When people laugh, they feel good.
By incorporating humor into marketing, brands can create a positive emotional connection with their audience.
This can increase brand loyalty and make consumers more likely to engage with the brand in the future.
It can make a brand more relatable
Humor is often based on shared experiences or universal truths. It humanizes the brand.
By tapping into these commonalities, brands can make themselves more relatable to their audience.
Risks of Humor in Marketing
A bad joke can get the brand “canceled.”
Humor requires an understanding of the cultural nuances, which in turn, need pinpoint precision.
Therefore, all those benefits come with pitfalls.
It can be polarizing
Humor is subjective, and what one person finds funny, another may not.
This means that using humor in marketing can be polarizing, and there is always a risk of alienating some members of the audience.
This is especially true when dealing with sensitive topics, such as politics or social issues.
It can be offensive
Humor can also be offensive, either intentionally or unintentionally. If a brand crosses the line with its humor, it can create a backlash and damage its reputation.
Just like we can see on social media platforms, where controversial ads can quickly go viral and spark a public outcry.
Examples of Successful Humorous Campaigns
Whilst humorous ads tend to be more engaging and distinctive, ads that make viewers laugh are naturally more enjoyable and likely to be shared.
See how some brands get the humor right.
Old Spice “The Man Your Man Could Smell Like”
The classic Old Spice’s 2010 “The Man Your Man Could Smell Like” campaign is a classic example of humorous marketing done right.
The ads featured actor Isaiah Mustafa in a series of over-the-top scenarios, from riding a horse on the beach to being in a hot tub on a yacht.
This funny, memorable ad helped reinvent the Old Spice brand.
Dollar Shave Club
Another classic. Dollar Shave Club is another brand that has successfully used humor in its marketing.
The company’s viral 2012 ad featured founder Michael Dubin talking directly to the camera in a humorous and irreverent way.
The ad was a hit, and the company’s customer base grew from 5,000 to 12,000 in just 48 hours after the ad’s release.
InsurAAAnce & Rick Astley Never Gonna Give You Up
CSAA Insurance Group is banking on nostalgia and Astley’s internet footprint to help celebrate the company’s 100-year legacy.
No dialogue was involved, only the Rickroll song Never Gonna Give You Up playing in the background.
The insurance company surely emphasizes that they would never gonna give you up, never gonna let you down, never gonna run around and desert you.
How to Get the Humor Right?
Humor offers a great opportunity to humanize your brand and build affinity.
While companies realize the importance of humor, some of them are also afraid to use it.
Here are some tips for writing humorous copy so you don’t botch it and become what people nowadays call “cringe.”
Know your audience
Humor that may be appropriate and well-received by one audience may fall flat or even offend another.
Conduct market research and get to know your audience’s demographics, interests, and preferences to tailor your humor to their tastes.
Keep it agenda-free
Avoid alienating certain segments of your audience and allow your brand to be perceived as more authentic and relatable.
Don’t muddle the message by complicating your premise.
The main goal of the humor is to entertain, making the viewer smile, without necessarily trying to virtue signal.
Be creative
Effective humor in marketing requires creativity and originality.
Don’t rely on tired or way-too-overused jokes, puns, or pop culture references.
Instead, think outside the box and come up with fresh, creative ways to incorporate humor into your marketing.
Humor can be a powerful tool in marketing, but it should be used carefully.
Brands need to be aware of the risks and ensure that their audience's humor is appropriate and well-received.
