By Sue Brady
Not my joke, but it’s funny. And you marketers out there probably even snickered a little bit and perhaps have the urge to read on.
Does humor have a place in your content marketing? Using humor can help humanize your brand, create greater recall, and improve engagement.
Humanizing your brand.
Three years ago, the CIA sent out its first tweet. And guess what? It helped drive interest and followers.
Some questioned if the CIA should be funny, but in the end that tweet (and others that followed) accomplished what was intended: it engaged an audience. They tweet on more serious topics now, and they have the reach they were after (almost 2 million followers as of this writing!).
Creating greater recall.
Does humor help you sell more? There are many mixed views on this. It turns out humor can help. Recall for funny and relevant ads is greater than for those without. My takeaway from the various studies I read is that if the content is important to the viewer, humor only makes it better. That means that humor on its own won’t make for a better ad or post. Once again, the headline is that RELEVANT content is key.
Consumers definitely remember funny ads and share those ads more on social media, so if you create one that works, you’ll be able to get some serious mileage from it.
Kmart’s Ship my Pants ad quickly exceeded 20 million views when its edgy, humorous approach went viral. And they quickly followed up with Big Gas Savings, another hilarious ad. The jury is out however regarding whether or not Ship my Pants created enough awareness of Kmart’s shipping service. Their goal was to move consumers from shopping at their brick and mortar stores to the much better experience of shopping with them online. I couldn’t find anything supporting that it helped sales, but it sure created a lot of buzz around a dying brand.
There is no question that humorous ads are viewed more and shared. Humor attracts attention, something all advertisers want. The Kmart examples above are a great example. Same for the CIA first tweet. Humor can engage, but it has to be really good to make the brand memorable.
Remember though: humor is hard. Humor translates differently with different audiences. As with all good marketing, understanding your audience and goals is the place to start. Your humor can work, but it has to be relevant to your audience and support your campaign goals.
Not everyone agrees with the use of humor, even where it may be appropriate. Derek Thompson wrote in the Atlantic Monthly
“Ultimately, however, the sheer amount of the research into humor in advertising is another data point to tell us what we already know, which is that nobody has any clue what sort of advertising works until it works. “