Winston Churchill once said, “A joke is a very serious thing”. I believe Churchill was speaking about the power of humor, how even though we speak different languages, live in different continents and grow in various cultures yet we all enjoy something that makes us smile and laugh. It is a powerful way to not only send your message to the audience, but a character trait that shows how your brand would be if it was a person.
Here are examples of some brands that use humor on Twitter, and while you look at them, think about how they make you feel
Netflix (Click the picture if you want to see the GIF):
Old Spice and Taco Bell having a chat:
Probably at least one of them made you smile, or maybe you couldn’t help your tears while laughing so hard to all of them. Simply, what humour does, is make us like something or someone more. According to a study on the effects of humorous advertising on brand recognition by consumers, humor is generally associated with increasing product awareness, thereby increasing brand recognition and association. It’s also found that it helps spreading positive word-of-mouth and increases intent to suggest a brand to someone else. Think about the examples you just saw, would you be more prone to buy from them or use their service, or do they just seem less professional?
Using humour is a tricky path: with great power comes great responsibility. Although we share our love for laughter and humour, what we interpret as funny or what we think is a good joke, varies immensely. There is a saying that people don’t by from clowns, which means there is a fine line between showing your whimsical and playful character and offending your audience and making yourself look like a fool. So if you’re planning on following the humorous path, don’t make the mistake they did: