Laughter is the best medicine – if the most recent marketing campaign by Fruit of the Loom has anything to teach us. The clothing company used its various social media channels to address a growing epidemic – men’s shirtless selfies. With thousands of retweets and nearly a million views and counting, we’d call their social media campaign a success.
Though that’s not to say all companies should revert to humour in order to generate a successful campaign. So, when should humour be used? The answer depends on your company’s brand and values. Businesses which focus on sensitive and ethical issues should typically refrain from humour. After all, would you really want to see your local funeral director posting witty hashtags and videos? That’s not to say it can’t be done. Take Worldwide Breast Cancer’s tongue-in-cheek campaign #KnowYourLemons for instance.
Some people also assume their company and the services they provide are too boring or corporate for humour. Tide’s Mr Clean Super Bowl ad is a prime example of how a dull product can be turned into a successful campaign. The advert went viral thanks to teaser clips shared on Facebook and Twitter in the months leading up to the big event.
So, how can humour make your social media campaign a success? While we can’t promise comedy will make you a viral sensation, it can help to generate buzz.
How to use humour in social media campaigns
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Posts which are repetitive or unimaginative are unlikely to appeal to users. People are more likely to share content that is witty and engaging. The more unusual or entertaining, the better. Your campaign should make people stop and take note – think of Fruit of the Loom’s unique angle to promote their t-shirts.
Humour humanises your company
Content which focuses on emotion usually generates successful campaigns as it creates an emotional connection between the consumer and company. This effectively promotes your brand – customers or clients are more likely to remember your business when you stand out from the competition.
A form of distraction
Comedy distracts audiences away from the fact you are selling a product. People like to be entertained, not pitched to. Consumers are therefore more inclined to take notice of campaigns which aren’t so transparent with their promotion and advertising.
You also don’t want your campaign to be more concentrated on the comedic aspect than the service or product itself. Yes, those cute kittens will make people laugh but what’s the point if your audience forget who made them laugh and the reasons why in the first place? For that reason make sure the humour you use fits and is relevant to your company message.
If you’d like to find out more about how social media can help your business then here at Briscoe French we have experience of running award-winning campaigns. Get in touch to find out how a social media campaign might work for you.
By Alex Polson