There’s a time and place for being earnest, serious and perhaps even sincere and impassioned, but many businesses trying to increase engagement have found that humor is the best path.
Kantar, one of the world’s leading marketing data and analytics businesses, found in its AdReaction study that, “Humor is the most powerful creative enhancer of receptivity.” Simply put, humor in marketing helps your content stand out because it is more expressive, involving and distinct.
But it doesn’t seem that many businesses are utilizing a fun tone in their marketing. Kantar found that only 33% of ads researched incorporate humor. Going back to 2000, humor in ads has been on a steady decline.
Humor Stats You Need to Know:
- The Journal of Marketing found in its 2019 study that funny ads were 30% more memorable.
- 91% of people prefer brands to be funny.
- 95% of business leaders are afraid to attempt humor in marketing.
- 72% of consumers choose brands using humor over brands that do not.
- Only 20% of brands use humor in offline ads and on 18% in online ads.
So, what is the takeaway from all these stats? Humor works and business leaders aren’t using it, which creates a prime opportunity for your brand to get ahead of the competition.
Get Out of the “Serious” Rut
Professional comics are experts at reading a room – it’s how they get laughs when their prepared material is flopping. The same is true of the approach you take with your audience. You need to know them.
Your goal is to create relatable content, but also communicate a message that offers a positive emotional vibe with them. While humor is subjective, the more you know your target audience, the better equipped you will be to hit their funny bone with your content.
Go Slow
Don’t be edgy in your first attempts at humor. You don’t want to offend anyone. Start slow and ease into the funny vibe. The more mindful you are of your audience, the more you’ll know which boundaries can’t be crossed.
If you’re unsure of how to proceed, try partnering with a professional who can help guide you. At SJC Marketing, we take all the necessary steps to know the important details about a brand, the company culture and target audience and then develop marketing content that will turn heads. Contact us and let’s talk about how your marketing objectives can evolve.