Are You Laughing? 5 Questions to Ask Before Your Brand Goes Funny
In today's digital age, as scrolling becomes the new strolling, many brands aim to stop thumbs in their tracks with a chuckle, or at the very least, a smirk. Indeed, mew platforms like Threads or the old guard, X (formerly known as Twitter), have seen brands attempt humor, seeking to resonate with the newer Gen Z audience. Inspired by insights from a recent Digiday article, I've been thinking about the challenging to going funny with blue chip.
Is the trend towards 'The Funny Brand Voice' in the industry's fresh recipe hitting the target of brewing organic engagement? Or are we inadvertently creating a monotonous “comedic echo chamber”, with brands losing their distinct voices?
Before a brand attempts to find a edgy tone, I would pull those brand manager aside and huddle.
These are the 5 points before going all Larry David on Threads:
Heart Over Hype: In the pursuit of metrics, are we sidelining our brand’s authentic essence?
Unique, Not Uniform: Are we innovating, or just echoing competitor humor trends?
Treading the Humor Tightrope: Comedy is personal. Are we mindful of not turning our audience off?
Lost in Translation: In a multi-stakeholder world, is the original humor getting muddled along the way?
Meaning Before Mirth: Are our jests aligned with our brand's core mission, or are we chasing ephemeral laughs?
Supporting this perspective, a research piece from Marketing Dive reveals consumers' hearty appetite for humor. An impressive 91% of global consumers yearn for brands with a light-hearted touch, and 72% would favor a brand that evokes laughter over its solemn counterparts.
Brands, the verdict is clear: Humor is in demand, but it's the originality and authenticity that win the day. Not every brand can be the life of the party, but each has its unique charm. So, before embracing humor, introspect:
"Are we amplifying our brand's genuine voice or merely echoing the crowd?"
Eagerly awaiting insights from fellow marketers and branding colleagues!
📌Deep dives into the topic:
Karthik Kashyap's Article (a fabulous article - highly recommend!)