How clever humor can grow your brand
Ever seen an ad that made you chuckle, and then it kinda stuck with you? Well, that’s not a coincidence. Clever humor might just be your new best friend when it comes to boosting engagement and making people actually like your brand (yeah, people liking a brand—imagine that).
So, how do you go from "meh" to memorable? Here's the deal.
TL;DR 🎯
Want more likes, retweets, and replies? Use clever humor in your social media posts and ads. It's more than just making people laugh, it's making them think! A good witty joke can do wonders for engagement and brand love.
Case in point: MoonPie and Netflix have been crushing it with clever jokes. And there’s data to back it up—research shows tweets with smart humor get more traction. People are also 22.7% more likely to have a positive attitude toward a brand if the humor makes them think.
Why clever humor works 🤔
Why does clever humor have this magic effect? It’s all about making people feel like they’re in on the joke. When a brand makes a joke that requires a mental leap (think, “I went to buy camo pants but couldn’t find any”), two things happen:
- Competence: Your audience thinks, "Wow, this brand is smart." And no one hates smart.
- Warmth: They also feel a sense of connection, like they share a little inside joke with your brand. It’s kind of like becoming best friends over a really good punchline.
Clever humor hits that sweet spot of being both smart and relatable—pushing you into the golden zone of trust and likability.
What to watch out for ⚠️
While smart humor is great, it's not a one-size-fits-all. If your brand sells luxury watches, dirty jokes might not be the best move (unless your tagline is something like, “For when you're always late—but fashionably.”) Also, make sure your audience actually gets the joke. That accountant who loves Excel sheets may not laugh at your marketing memes.
And hey, no one likes a try-hard. If your audience feels like you’re pushing too hard to fit in with the cool kids on Twitter, it could backfire. Just stay in your lane and have fun with it.
How to do it âś…
Ready to flex those comedic muscles? Here’s how:
- Audit your tone: If clever humor fits your brand vibe, sprinkle it into your social posts, ads, or even email campaigns. Keep it light and witty.
- Test wordplay: Try something like, “He had a photographic memory, but never developed it” (perfect for a camera shop, right?).
- Drop cultural references: Play to shared knowledge. "Sometimes I think everyone in Gotham knows Batman is Bruce Wayne and they’re just humoring him." People who get it will appreciate the nod.
- Tease (gently): “The only thing you’ve picked up at the bar lately is the check.” Relatable and harmlessly funny.
- Avoid offensive or overly niche jokes: You’re trying to bring people together, not divide them.
Clever humor makes people like your brand more. It shows you're sharp, relatable, and worth following. So, whether it’s a witty Instagram post or a sharp ad campaign, don’t be afraid to make your customers smile. Just be sure they’re laughing with you.
Now go make your brand the one that people talk about at dinner parties. 🎉
Want to learn more? 🤓
If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.
Quote of the week đź’¬
"Clever humor doesn't just get laughs—it wins hearts and minds."
