We all have our favorite comedian (or at least, some of us do) you makes us laugh and always has witty material to impress us with. For me, it’s Louis C.K. He’s hilarious, in a sarcastic, brutally honest & unpolished sort of way. Then there’s Mindy Kaling, a comedian/tv actress who is honest through wit and expresses herself through comedy by being raw, real and unashamed. When it comes to laughing, comedians may have the market cornered but what about incorporating humor into a different sphere? Say, social media?
We all have a social media strategy. If you don’t, perhaps it’s time to get one. Regardless of whether you’re a brand or an individual, a small business or a big-time corporation, your social media strategy will differ from the next guy’s because, even if we have common goals, we have different approaches. Rarely do brands or businesses copy other social media strategies to the tune of mass success. But something many brands or people have in common is the addition of humor to their strategies. They may not be making harshly accurate jokes about life like Louis CK does, but adding some humor into their strategy seems to be working.
Look at the Old Spice brand, for example. Their campaigns, which basically mock male stereoptypes and society’s view of female expectations, were terribly successful upon their creation in 2010 because they were witty, honest and funny. Yes, most followers and customers bought into the Old Spice brand because they’re ads were hilarious as h***.
R/GA, a New York based creative agency, uses sass, sarcasm and satire to appeal to its audience and is often seen poking fun at its own industry. People love this because of the honesty that shows through the humor. I mean, let’s be honest: when a brand or company says what you’re thinking and makes it funny, we’re usually intrigued.
Beer companies will often incorporate humor into their social media ads and content as well because, well…beer. There’s not really a way to make beer “sexy” or attractive unless you just really like beer or don’t mind the commercials with scantily clad woman holding beer in the mountains somewhere in Canada. So they use humor in social media posts, tweets, photos, etc. Newcastle Brown Ale does it by being honest with a no-care attitude and it works because it’s both funny & relateable.
Taco Bell uses humor because just the idea of a fast-food chain devoted to burritos, is sort of funny. They use humor to interact and engage with their online audiences (especially through Twitter) and it works well for them, based on their followers who regularly tweet at them and receive responses. Basically, people love sassy Taco Bell.
But why choose humor? Is it because people are tired of looking at serious, dramatic, depressing or otherwise content that doesn’t really make them chuckle? Humour not only makes a brand memorable, but the way brands use it makes them relateable. No one ever looked at body wash and thought it was funny until Old Spice blew their campaign out of the water. You probably would never consider Taco Bell at all until you saw them comically interacting with their followers on Twitter. Humour makes people laugh, in turn making them happy. And if a brand can make you happy, its arguable that you may feel inclined to follow that brand for more laughs. Down the road, that turns into follower loyalty and is likely to eventually result in customer loyalty. So, really, when brands use humor, they’re being quite clever.
Here’s 5 tips on incorporating humor into your social media strategy.
Here’s the list of brands from which I took the aforementioned examples.