Humour in marketing isn’t just about making people chuckle—it’s a strategic tool that can significantly boost brand engagement and memory retention. Let’s dive into why adding a touch of wit can make your marketing campaigns stand out and connect with your audience on a deeper level.
Why Humour Matters in Marketing
Humour in marketing is more than a gimmick. It’s a proven technique to capture attention and make your message memorable. Here’s why:
- Increased Engagement: Ads with humour are more likely to be noticed and remembered. A clever joke or funny scenario grabs attention in a crowded media landscape.
- Enhanced Memory Retention: Studies show that humour activates both the cognitive and emotional centres of the brain, leading to better recall of the information.
- Positive Associations: People tend to remember brands that make them laugh, which can translate to increased brand loyalty.
Example: When Jeremy Clarkson, the Top Gear presenter, was asked to create a commercial for a car, he initially criticised it with a humorous twist: “It’s a pretty car, but what they’ve done is put the engine from a canal boat in it.” Instead of sticking with this negative angle, an ad creative suggested rephrasing it as: “They’ve taken diesel and made it more exciting.” This clever reframe turned a potential drawback into a unique selling point, showing how humour can shift perspectives effectively.
Breaking Through the Noise with Wit
In the past, some advertisers were sceptical about using humour. Claude Hopkins, an influential copywriter of the early 1900s, once said, “People do not buy from clowns.” However, the media landscape has changed dramatically. Today’s challenge is breaking through the noise, and humour can be a powerful tool to achieve that.
Why Humour Works Today:
- Attention-Grabbing: Humour can break through the clutter and grab viewers’ attention, making your ad stand out.
- Shareability: Funny ads are more likely to be shared on social media, extending their reach beyond traditional viewership.
- Emotional Connection: Positive emotions associated with humour can foster a stronger connection with the brand.
Case in Point: Old Spice’s “The Man Your Man Could Smell Like” campaign is a prime example of using absurd humour to great effect. The campaign not only increased sales but also significantly boosted brand recognition.
The Science Behind Laughing
Humour’s effectiveness isn’t just a matter of opinion—it’s backed by science. According to Dr. Robert Provine, a professor of psychology and neuroscience, “Laughter is the quintessential human social signal.” It serves as a form of communication and helps build relationships.
Key Insights:
- Universal Language: Laughter transcends cultural barriers. Regardless of language, people laugh similarly, which makes humour a powerful tool in global marketing.
- Evolutionary Benefit: Laughter likely evolved as a social bonding mechanism. It signals safety and builds trust, making it a useful tool for marketers aiming to connect with their audience.
Research: Studies have shown that humour stimulates the brain’s reward system, leading to long-term memory retention. This means that ads that make people laugh are more likely to be remembered.
Building Brand Loyalty Through Relatability
Humour in marketing creates a sense of shared understanding and relatability. According to research by Peter McGraw and Caleb Warren, humour fosters a sense of camaraderie and can effectively build brand loyalty.
Why Humour Builds Loyalty:
- Relatability: Humorous content often reflects everyday experiences and challenges, making it easier for audiences to connect with the brand.
- Trust: A brand that can make people laugh is perceived as more approachable and trustworthy.
Example: The “Benign Violation Theory” suggests that humour arises when something seems wrong but is perceived as non-threatening. This theory helps explain why humour that involves minor incongruities or absurdities can be so effective in marketing.
Creating Effective Humour in Marketing
To leverage humour successfully, consider these tips:
- Know Your Audience: Tailor your humour to fit the preferences and sensitivities of your target demographic.
- Be Authentic: Ensure that the humour aligns with your brand’s voice and message.
- Avoid Offence: Steer clear of humour that could be misinterpreted or deemed offensive.
Example: The “Riches Are in the Glitches” approach suggests that small, humorous disruptions can capture attention and make your message more engaging. It’s about breaking the pattern just enough to make people stop and listen.
Conclusion: Embrace the Power of Humour
Incorporating humour into your marketing strategy isn’t just about making people laugh. It’s a strategic move that can enhance brand recall, build emotional connections, and foster loyalty. By understanding the science behind humour and applying it effectively, you can make your marketing campaigns more memorable and impactful.
