Charles Lange
Charles Lange 5 April 2023

The Role of Humor in Marketing: Making Your Audience Laugh While Promoting Your Brand

As a marketer, I’m sure you’ve heard the saying, “laughter is the best medicine.” But did you know that laughter is also a powerful tool in marketing? Humor can make your audience feel more connected to your brand, increase brand awareness and recall, and even boost customer loyalty.

So, how do you use humor in your marketing efforts? Let’s dive into the benefits of humor in marketing, how to incorporate it into your campaigns, and real-life examples from smaller lesser-known companies.

Benefits of Humor in Marketing

  • Increased Engagement: Humor catches people’s attention and makes them more likely to engage with your content. A study by Karen Nelson-Field found that humorous ads were 47% more engaging than non-humorous ads.
  • Improved Brand Recall: People remember things that make them laugh. Humorous content can help your brand stand out in a sea of marketing messages.
  • Enhanced Brand Likability: When people associate positive emotions with your brand, they are more likely to have a favorable opinion of it. Humor can create a positive emotional connection with your audience.
  • Boosted Brand Loyalty: Humor can create a sense of community between your brand and your audience. When people feel connected to your brand, they are more likely to remain loyal customers.

Incorporating Humor into Your Marketing Campaigns

  • Know Your Audience: Before incorporating humor into your marketing campaigns, it’s essential to know your audience. What kind of humor do they enjoy? What topics are off-limits? Understanding your audience’s sense of humor will help you craft content that resonates with them.
  • Avoid Offensive or Controversial Humor: While humor can be an effective tool in marketing, it’s crucial to steer clear of offensive or controversial content. Your humor should never come at the expense of someone else’s feelings.
  • Ensure Humor Aligns with Brand Values: Your humor should be consistent with your brand values. If your brand is all about being serious and professional, incorporating slapstick humor might not be the best approach.
  • Don’t Sacrifice Message for Humor: While humor can be a great way to engage your audience, it should never come at the expense of the message you are trying to convey. The humor should support the message, not detract from it.

Real-Life Examples of Successful Humorous Marketing Campaigns

  • Poo~Pourri: This lesser-known company created a viral video that used humor to sell its bathroom spray. The video featured a prim and proper woman talking about her bathroom habits in a humorous way. The video was so successful that it helped the company grow from a small start-up to a multi-million dollar company.
  • Dollar Shave Club: This razor subscription company used humor to differentiate itself from its more established competitors. The company’s first video featured its CEO, Michael Dubin, making fun of the traditional razor industry. The video went viral and helped the company attract over 12,000 customers in the first 48 hours.
  • Oatly: This plant-based milk company used humor to make a statement. In a 2014 ad, the company’s CEO, Toni Petersson, sang a song about the benefits of oat milk. The ad was so successful that it helped the company grow from a small Swedish company to a global brand.

Tips for Creating Humorous Marketing Content

  • Use Relatable Situations: Humor is often most effective when it taps into something that your audience can relate to. Use situations that your audience will find familiar to create a connection with them.
  • Be Unexpected: Humor is often most effective when it catches people off guard. Use unexpected twists or turns to keep your audience engaged.
  • Keep it Simple: Humor doesn’t need to be complicated. Sometimes the simplest jokes are the funniest. Don’t try to be too clever or use humor that is too obscure.
  • Use Visuals to Enhance the Humor: Visuals can often add to the humor of a situation. Use images or videos that enhance the joke you are trying to make.
  • Test the Content Before Launching: Before launching your humorous marketing campaign, make sure to test it with a small group of people. This will help you gauge whether the humor is effective and whether it resonates with your target audience.

In conclusion, humor can be a powerful tool in marketing. It can help you connect with your audience, increase engagement, and boost brand loyalty. But it’s essential to use humor in the right way.

Your humor should never come at the expense of someone else’s feelings, and it should align with your brand values. By following these guidelines and incorporating humor in your marketing campaigns, you can create content that is both effective and entertaining.

So, go ahead and add a little laughter to your marketing strategy. Your audience will thank you for it.

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