Capturing and maintaining audience attention in this fast-paced world of digital marketing is a much tougher task than ever. Humor has become one of the most effective ways to break through the noise, making campaigns memorable and engaging.
Humor speaks directly to the human side, elicits emotions and establishes a bonding relationship between a brand and the audience. Sometimes, it only takes the perfect joke or an aptly created meme that will turn any boring advertisement viral and create even more brand recollection and loyalty. When laughter happens, there is sharing and in the digital context, sharing = increased visibility and organic reach.
Humor may also ease the promotional edge marketing content usually possesses, hence rendering it less irritating and more connected. Humor builds positive connotations around the brand; hence, its likability is enhanced as it becomes less formidable and intimidating. Brands using the humor angle more effectively become seemingly more human-like and endearingly warm; thus, their appeal expands.
Humor, though, should not be misused. When misused concerning both tone and context, it can lead to misunderstandings or even backlash. It is highly important to catch the nuances and preferences of the audience to make sure that the humor is well-received.
Successful examples include quirky commercials by Old Spice, or Wendy’s cheeky Twitter banter both of which have been highly popular and engaging to customers.
Humor, if used carefully, can be a game-changer in digital marketing campaigns, making people relate and engage with the brand while fostering connections for brand success.
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