Humor in Marketing: What to Use, What to Avoid

When you’re a business owner, there is a fine line between being too “flip” and being so “professional” that it can be a turn-off. The point of implementing these tools is to create a memorable marketing experience. And humor can be a great way to go about this.

Here are a few stats:

• 90% of consumers are more likely to remember funny ads.

• 55% of executives said humor gets attention better than no humor, and 72% said it attracts buyers to new products.

• 24% of companies use humor in their email marketing campaigns, while 69% of people said they would open a brand’s email if the subject line were funnier.

So, how can you effectively use humor in your marketing? And what are the things you should watch out for?

Here’s why humor in marketing works.

• Grabs Attention: Humor can make content more engaging and memorable, helping brands stand out in a crowded market.

• Enhances Brand Personality: It humanizes the brand, making it appear more relatable and approachable.

• Increases Shareability: Funny content is more likely to be shared on social media, increasing organic reach.

• Builds Emotional Connection: Humor can evoke positive emotions, fostering a stronger bond between the brand and its audience.

• Improves Brand Recall: People tend to remember funny ads better, improving brand recognition and recall over time.

• Encourages Virality: Well-executed humor has the potential to go viral, providing significant exposure with minimal investment.

Here’s why you should be careful.

• Risk of Misinterpretation: Humor can be subjective; what’s funny to some may offend or alienate others. In a world where “cancel culture” is very real, you’ll want to make sure your humor strikes the right tone.

• Can Distract from the Message: Sometimes, the humor can overshadow the actual product or message, diluting the marketing's effectiveness.

• Cultural Sensitivity: Humor doesn't always translate well across different cultures or demographics, making it risky for global campaigns.

• Overuse Can Harm Credibility: If humor is overused, it may lead to the perception that the brand lacks seriousness, reducing trustworthiness.

• Execution-Dependent: Poorly executed humor can backfire, damaging brand reputation rather than enhancing it.

• Target Audience Limitation: Humor might only resonate with specific audiences, limiting the reach and impact of the marketing message.

The best marketing humor feels effortless, but it’s actually the product of careful thought and a deep understanding of your audience. What makes people laugh isn’t universal; it’s cultural, generational, and contextual. When you take the time to know your audience inside and out - their values, pain points, and what genuinely delights them - you can use humor to make your brand more approachable without losing credibility.

When humor lands, it humanizes your brand and makes people actually want to hear from you. A clever wink in your copy can turn a scroller into a subscriber, or at least someone who doesn’t immediately hit delete. Just remember: wit should always serve the message, not steal the show.