Warning: Stuff You Must Consider Before Using Humor in Marketing

Humor is a powerful tool in marketing. When used correctly, it can make your brand memorable and even go viral.

But here's the catch: using humor isn't as straightforward as it seems. A funny ad can easily miss the mark, costing you potential customers, sales and most importantly, your money.

So, before you decide to get witty with your next campaign, there are some critical factors you need to consider.

The Pros and Cons of Using Humor in Marketing

Humor in advertising can certainly have its benefits. It can help you stand out from the competition, grab attention, and even spread like wildfire on social media.

However, it’s not all laughs. There are potential pitfalls you must be aware of. Let’s dive deeper into pros and cons.

Pros

• Potential for Virality

In the realm of social media, anything can become viral if you play your cards right. When people find content amusing, they’re more likely to share it, repost it, or send it to their friends. This ripple effect can make your brand a sensation across various platforms, boosting your engagement and potentially turning casual viewers into curious customers.

• Eye-Catching Appeal

The right humor can grab attention instantly. But it’s not just about being funny, it’s about being smart and relevant. Let’s say you’re selling dog food. How would you use humor to stand out? Hiring a celebrity like Kevin Hart for a dog food ad might not fit, and shaping the kibble into funny shapes isn’t exactly humorous. Instead, imagine a scenario where the dogs start barking and there are english subtitles on  the bottom, or doing hilarious tricks after eating the food. That’s unique, creative, and most importantly, aligned with your product!

• Builds a Connection with Consumers

Humor can create a bond with your audience, especially if it resonates well with their tastes. This is crucial if your business model relies on ongoing engagement, such as a subscription service or a social media page. Consistent, humorous content keeps your audience entertained and connected to your brand, fostering loyalty and engagement over time.

Cons

• Humor Doesn’t Always Translate to Sales

Remember that famous Old Spice ad with the guy on a horse? It's one of the funniest commercials ever made! But did it make you want to rush out and buy Old Spice? Probably not. The issue with humor is that while it might entertain, it doesn’t necessarily compel viewers to make a purchase. This can be a huge risk especially if you might spend significant money on a hilarious ad that doesn’t deliver the desired results.

• Creating Effective Humor Is Challenging

Think back to that Old Spice commercial. It was only 30 seconds, but every element, the actor’s delivery, the transitions, the script, it was all flawless. Achieving that level of perfection is incredibly difficult. Even if you have top-notch talent or the perfect idea, there’s no guarantee it will hit the mark. And if it doesn’t, you’re left with an ad that’s neither funny nor effective in driving sales.

Real-Life Case Studies: Humor in Action

Let’s look at two different cases where humor was used in marketing. When Dollar Shave Club launched their first humorous video ad, it was a risk but it was one that paid off. The video not only went viral but also directly led to a significant increase in subscriptions. On the flip side, Pepsi's infamous 2017 ad attempt at humor and social commentary backfired spectacularly, drawing widespread criticism and hurting the brand's image.

These examples show that humor can either elevate your brand or damage it, depending on how well it resonates with your audience and aligns with your brand values.

So, What Does This Mean for Your Business?

When clients ask me to incorporate humor into their marketing campaigns, I usually advise caution. As we’ve discussed, humor doesn’t always sell, and crafting a successful humorous campaign is no easy feat.

Remember, at the end of the day, the primary goal of marketing is to sell and to drive conversions and generate revenue. If you’re not confident that humor will achieve that, it’s best to focus on strategies with a proven track record of success.

That said, humor isn’t entirely off the table. If your goal is to boost brand awareness and you’re already seeing steady profits, experimenting with humor could be a fun and effective way to make your brand more memorable.

However, if you’re a new or local business looking to make a strong initial impact, focusing on strategies that directly drive sales might be the better route.

Is Humor Worth It for Your Business?

The bottom line? It depends on your business goals and resources. If your business is already thriving and you’re looking to elevate your brand’s visibility, go ahead and give humor a shot.

But if you’re just starting out or focused on scaling your business, consider sticking to tried-and-true strategies that are proven to SELL, SELL, SELL! Think targeted ads, customer persona development, social media engagement, email marketing campaigns, and more.

Ready to Elevate Your Marketing Strategy?

Navigating the delicate balance of humor in marketing requires skill, experience, and a deep understanding of your audience's qualities that our marketing agency excels in. Whether you’re looking to build your brand with a touch of humor or prefer a more straightforward approach to drive sales, we’ve got you covered.

Contact us below for a free consultation, and let’s create a strategy that works for your unique business needs!