How can a company present itself as closer, more memorable, and more fun? For many companies, this is one of the big questions to address when establishing their marketing and advertising strategy. For many of them, the key to positioning themselves that way is to use humor.
Humor can make ads and campaigns that much more memorable. You just have to think about which campaigns are remembered from many years ago to see how those with a humorous touch have a prominent presence in our memory. As explained in an analysis by Warc, this can be understood starting from the "humor effect", which researchers have detected in the way in which we manage information. Humor is remembered better than non-humorous, because people tend to pay more attention to messages that include humor.
But, as much as humor is remembered, using it in marketing and advertising is not exactly easy. Humor is quite volatile, since what works is not always the same and the lines between what is funny and what is not very fine. So what should brands take into account when they use humor in their actions?
Humor cannot override the other key pieces of marketing and advertising
You can't just make a funny ad for 'how funny'. As explained in the analysis, humor must be accompanied by segmentation, niches and positioning. The Best Database Provider humorous ad or message should communicate the message of the brand and the position it occupies to the segment of your consumer niche that you want to reach.
This is key to making the ad return worthwhile, but also in determining what is funny and what is not and how the message is constructed. Humor also has segments.
For example, in the analysis they remember that humor has gender: men prefer aggressive humor and sexual content, while women value the production of the message. Likewise, humor also has age. Young people, they point out, are more likely to get the joke, although older people are the ones who tend to appreciate humor much more.
At the same time, humor must also land in a favorable context, which is why segmenting consumers is crucial.
In the Warc analysis, they recommend using the Buy Mobile Database signal elements of audiences to create scenarios of consumers in good humor (for example, using navigation on topics that they are passionate about or starting from the type of music they are listening to). Humor works best when people are in a receptive frame of mind.
Visualize humor in the long term
And, in addition, and as it happens with many other elements of marketing and advertising, humor should not be used simply for what happens in the moment or in the immediate return. It should be played taking into account how it will impact the brand in the long term and how it fits with the identity of the brand and its relationship with consumers (you find it funny that KFC uses humor, but not that an oil company does).
Humor helps to create intimacy and to work on that close and close relationship with the consumer, but as long as you think about how that fits with everything else.