When you have something to convey that is highly important and really serious, may we suggest…being funny? We know, it doesn’t seem like a good idea at first. But hear us out.
Don’t think of humor as meaningless slapstick for the sake of a quick laugh. Think of humor as a strategic tool for helping your audience pay attention to, and remember, what you have to say.
Humor, like most things in this world, is on a spectrum. You don’t have to go full bananas if a more subtle wit fits your message. (But we’re always up for full bananas.)
Why does humor work?
Capturing Attention
Humor captures your audience’s attention, and keeps them watching until your important message sticks. Who isn’t craving a mood-lightener these days? And if you can lighten someone’s mood and teach them something at the same time? Everyone wins. Humor can help win you the perfect combination of engagement and retention.
Stand out From the Crowd
In a crowded video marketing landscape, humor sets you apart. It also adds a human touch – AI isn’t funny… and it’s not because scientists haven’t tried. Humor connects you to your audience on a human level. Humor says “we get it.”
Help People Remember What you Tell Them
Let’s be honest: critical information can be hazardously boring. And the lower the audience buy-in, the less likely they are to retain your message. In animations, unique made-for-you visuals and jokes timed to reinforce key concepts make it easy for your audience to remember the information being shared.
One of the biggest traps we see organizations fall into with their marketing is being too literal. Marketers want to emphasize the facts of their company and product, and granted, these things are important in communicating who you are. But humor can help you tap into your audience’s point of view and make all those facts relevant to their day-to-day experience.
But… how does this magical tool work?
According to this article in Scientific American, scientists actually do not understand what makes something funny. (That’s… kinda funny.) But they’ve identified a few elements of humor that are nearly universal. Here’s how you can put humor to work for you:
Surprise
Good humor often comes from the unexpected. So in crafting your next marketing piece, ask yourself, “how can I flip the script?” Put yourself in the position of the audience. What might they be expecting to hear or see, and how can you counter those expectations to create a moment that surprises and delights them? We’ve used hoverboards to get out the vote, internet memes to explain legal advice, and glitter unicorns to talk about our production process – all of these examples subvert expectations.
A New Perspective
Seinfeld was famously “a show about nothing” – but what that really meant was that the show looked at everyday occurrences – getting lunch, picking up your mail, bumping into your neighbor – from a new and hilarious perspective. Humor often makes the familiar strange, which taps into the power of surprise (see above). When your product or service shows people their problem in a new light, they’ll be intrigued. And that much more inclined to invest in what you’re promoting.
Authenticity
Humor is deeply human. Making people laugh is a way of connecting with them, and unifying around a shared problem or issue that you’re naming and trying to solve.
As mentioned, humor comes in many shapes and sizes. Depending on your industry and brand, you’ll want to determine what jokes are appropriate and will best connect with your audience. When your company is genuine in how it communicates, people can tell, and it makes a good impression. By injecting a little bit of humor and heart into your marketing, you’ll hold attention longer and build brand loyalty. Trust us – authenticity looks good on you.
Ready to go full bananas? Or just try some visual puns? Call us today.
