Digital marketing allows companies and businesses to interact with their customer base in a targeted way. This helps them breach the distance, leading to a personalised approach to selling products and services, as well as simply raising brand visibility.
While there is still a time and place for formality within digital marketing, a more informal and laid-back tone of voice can often be far more engaging, succeeding in capturing consumers’ attention. Think about some of the most viral campaigns, what do they have in common? In many instances, it will come down to them showcasing a sense of humour.
But…why does humour matter? And how do you utilise it within a digital marketing campaign? Let’s get right into it!
Why you should use humour:
So, you know how ‘having a sense of humour’ is often considered one of the most attractive traits in a partner? Well, why shouldn’t brands use it to woo potential customers?
Humour can trigger positive emotions, some of the most useful ones in marketing being surprise and curiosity. When something is funny, it often becomes memorable, and that’s exactly what you want for a marketing campaign. If the audience remembers you, you stand out from the competition.
But that’s not the only way humour proves valuable. It can also help increase the trust of potential customers in your brand. By being a little more light-hearted, your message is humanised. Your brand is brought down to a more accessible level, from where consumers can more easily connect and engage with you.
Plus, being in a good mood can cause people to be more open and trusting, therefore, encouraging them to make up their mind, and take you up on your offer!
How to use humour:
When utilising humour, creativity is key. But so is understanding your audience. After all, humour can often walk a fine line between being funny, and being offensive. It’s important to establish where the boundary is for your specific customer base.
Here are some of our top tips:
- Know your audience:
As we’ve already mentioned, understanding your audience will ensure you don’t cross the line when using humour. But more than that, it will help you figure out what they find funny, or what they’re interested in seeing. Humour across generations can differ quite a lot, try and be as specific as you can with your approach so that it doesn’t come across as a forced attempt.
- Avoid hollow jokes:
When using humour, it should be intertwined with the story you’re trying to tell. Don’t just throw in a joke or two for the sake of it, your audience will be able to tell there’s no substance there. Humour often starts in the ideation process, and can be implemented in many ways. From wording to images to analogies and similes, and more!
- Let the brand’s personality shine through:
Let loose, have fun, and let your brand’s personality shine. Making fun of yourself can be one of the best ways to use humour, as it creates an informal and endearing sense of self that customers will be attracted to.
- Use trending themes and media:
Making your humour relevant and trendy is vital if you’re aiming for a viral hit. Look at trending topics, popular memes, and controversial topics (that don’t cross your audience’s boundaries). You should also try and make your content as shareable as possible, to encourage a wider reach!
If you successfully avoid outdated cliche takes on humorous topics, and you make sure you remain respectful and appropriate while surprising and shocking your audience, humour can help your brand reach new levels of visibility. Not to mention it will allow you to have some fun with your marketing campaigns!