Humor in marketing
The key to memorable campaigns
Marketing is an art that is constantly looking for new ways to attract attention and stay in people's minds. One instrument that has proven particularly effective time and time again is the use of humor. Because while fact-based marketing is justified, emotional marketing appeals to people's hearts — and is therefore memorable for longer. Here you can find out why humorous marketing is so powerful and successful.
Why humor works in marketing
Humor has universal appeal. It makes people laugh and creates a positive connection. It's not just us who say that: studies show that humorous advertising improves brand perception and increases willingness to buy.1 Why humorous content is easier to process and evokes positive emotions that make the brand likeable and accessible.
Emotions as marketing drivers
Emotions play a crucial role in marketing. While facts and figures are important for building rationality and trust, it is emotions that influence the final decision. Humor is one of the most powerful emotions we can use to create a deep and meaningful connection with our audience.
The Different Types of Humor in Marketing
Not all humor is the same. Marketing campaigns use various types of them:
1. Word Games and Puns: The Clever Game with Words Can Make for a Smiling Audience.
2. Surprise Elements: Unexpected Twists or Moments of Surprise Attract Attention
3. Visual humor: Humorous pictures or cartoons can convey messages quickly and effectively.
4. Self-irony: The ability to laugh at yourself can make your brand look likeable and human.
Examples of successful humorous marketing campaigns
To illustrate the effect of humor in marketing, here are a few examples:
• Old Spice: The Man Your Man Could Smell Like Campaign Uses Exaggerated Scenarios and Humorous Dialogue to Make the Brand Memorable See for yourself.
• Snickers: The “You're Not You When You're Hungry” campaign combines humor with a clear message and has therefore become known worldwide. Here is an example commercial with Mr. Bean.
• Edeka: The “super cool” campaign attracted attention with its unmistakable style and put the brand in a trendy light: To the Horizon article
• Dr. Oetker: Not a campaign, but a very entertaining Twitter, uh sorry, Drötkerpizzade's X-account has long since become a legend for dealing with haters. Even the Stern reported.
Tips for using humor in marketing
1. Know your audience: Not all humor is well received by everyone. It's important to know the tastes and limits of your target audience.
2. Authenticity counts: The humor should fit the brand and appear authentic. Artificial humor can quickly backfire.
3. Balance humor: It is important to find a balance between humor and the actual message. The joke should support the core message and not distract from it.
Conclusion: Humor as a Recipe for Success in Marketing
Humor in marketing is more than just a funny idea—it's a powerful tool that can anchor your brand in people's minds. By cleverly using humor, you can't only attract attention, but also build a deeper emotional connection with your audience. And generate immense reach when the right kind of humor goes viral. So have the courage to unleash your creativity and spice up your marketing messages with a pinch of humor. Because one thing is certain: A smile stays in your memory longer.
1 sources:
https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2019.01015/full
https://www.mdpi.com/2071-1050/6/12/9205
