Memes in Marketing: Creating Connections Through Humor

Humor has become a powerful tool in marketing over the years, with brands recognizing its ability to engage audiences, create viral content, and leave a lasting impression. According to research from Oracle, 90% of consumers say they’re more likely to remember funny ads, and 72% would choose a brand with humorous content over competition without. Creating connections through humor can humanize your brand while boosting visibility and brand awareness.

Psychology of Humor in Marketing

A study on the Humorous Communication Theory (HCT) in marketing applications found that humorous advertising would evoke emotion, thus storing the memory for later brand recall. Though HCT has been around for a long time, understanding its effects will make it a modern tool for digital marketers to foster connections. Philosophy categorizes humor into three different theories:

Theories of Humor

• The Superiority Theory is that humor comes from feelings of superiority over others or even a past version of ourselves. Punching down is never a smart idea in marketing.
• The Incongruity Theory is about surprises. It’s like the unexpected punchline of a joke. The unexpected is what makes it amusing. Ads that start with a serious tone only to end funny are often memorable.
• The Relief Theory refers to the build-up and the laugh that follows, giving you that feeling of relief. A release of the pressure within you that something is funny, ultimately released through the punchline. Use with care, as you just want the advertisement to be the joke, not your brand.

Humor’s Effect on Your Brand

Humor can humanize a brand, having the power to make even government agencies relatable by simply adding clever wit and brevity to social media interactions. With memes, pop culture references, and clever captions, public agencies and brands alike can create genuine connections and build trust with the public.

• Create Social Bonds and Build a Community
  Laughter acts as a social adhesive, fostering connections and creating a sense of community around your brand.
• Stress Reduction
  When people feel stressed during challenging times, bringing laughter to their lives can create positive associations with your brand.
• Be Memorable
  People remember times of laughter and joy. If your brand can make them laugh, you’ve already won half the battle.

Adding Humor to Your Content Strategy

When it comes to preferred content, funny comes out on top (28%), followed by trustworthy (22%) and authentic (14%).

Humor is a powerful tool for boosting brand visibility, as funny content is more likely to be shared and talked about, leading to a bigger impact. It gives your buyers a reason to connect outside transactions typically accompanied by limited engagement. Incorporating humor into a marketing strategy isn’t a one-size-fits-all approach since every brand is different, and so is their target audience.

Identify & Stick to Your Brand Voice

Before using humor in marketing, clarify your brand personality, voice, and tone. Your humor should align with your brand’s voice and image.

Know Your Audience

Generational differences could make or break the intended punchline of a social post. What makes someone laugh might offend others, so tailor humorous posts to fit your target audience.

Authenticity is Key/Balance Humor and Message

Forced humor rarely works. Humor in ads should reflect your brand values and come across as genuine. Steer clear of offensive and insensitive humor that contradicts your brand message.

Find Inspiration and Embrace Trends

Find inspiration in current events and trends, just use caution with sensitive topics. A well-timed meme referencing current events can spark engagement but don’t overuse them.

Test the Waters

Start slow with light-hearted posts, witty replies, or humorous captions on social media. See how people respond and adjust based on their feedback to refine your approach.

Use Analytics to Adjust Content

Tracking results helps you analyze the types of humor your audience prefers so you can adjust your content strategy accordingly. Social media platforms have analytics tools for business accounts you can use for valuable insight.

 

The subtle message throughout has been what’s often taught from childhood: moderation is everything. Humor can be an effective marketing tool for brands to boost visibility and engagement, but a little goes a long way and there is a time and place for everything.