There’s a reason just as many people talk about the Super Bowl commercials as they do the game. There’s a reason brands like Purple and Squatty Potty have reached viral fame on social media. Humor is the glue that holds this world (and the internet) together.
If you haven’t considered how you’re going to use humor in your online video marketing strategy, you’re missing out on a large piece of the pie. If you aren’t going to make them cry, you’ve got to make them laugh.
A Little Thing Called The Internet
If you’re an active internet/social media user, you don’t have to scroll far to see a funny clip or meme that will leave you LOLing while you wait for the train. Platforms like Facebook, YouTube Snapchat, Vine (RIP) are a built on an expectation of humor and the funnier the content, the more engagement they see. Brands that have recognized the internet user’s desire to be entertained through comedy are reaching viral fame.
Video, of course, is THE medium. It’s the overwhelming preference of the internet to watch rather than read—a reality we’ve discussed on the blog before. According to a Wyzowl survey, 80 percent of consumers said they would choose to learn about a product or service through video rather than text.
Video has no boundaries. It can be posted repeatedly and still receive engagement. Your webpage, YouTube channel, Facebook, Twitter, Instagram—there are no shortage of places where your video will thrive, that is, if it’s funny enough to be replayed.
Video can drive a site’s SEO through the roof when it’s done right. According to HubSpot, 65 percent of business decision-makers visit a marketer’s website after viewing a branded video. A funny video makes you more open to exploring a brand, visiting their website in search of more content or completing the brand experience.
Comedy: A Marketing Strategy
Comedian, Tim Washer, has written for Last Week Tonight with John Oliver, SNL’s Weekend Update and Late Night with Conan O’Brien. But he also happens to be the social media manager for one of the largest information systems corporations in the world, Cisco Systems. In short, he knows a thing or two about comedy and corporations.
In a talk with Content Marketing World, Washer urged companies to consider giving comedy in content, serious consideration:
“Often in the corporate world, people get nervous about comedy and say it doesn’t belong here. But if it might help you get a point across efficiently and economically, why wouldn’t you try it and see if you can make it work?”
To defend his claims, Washer shared this beautiful pie chart:
Corporations in high-stakes industries (especially, not exclusively), are trapped by the mindset that using humor to market their product or service makes them less trustworthy or undermines their expertise. The truth is when you make someone laugh you make them vulnerable. When you make someone vulnerable, they are more receptive to what you have to say (or sell).
Humor builds trust. It breaks social barriers, reduces status differentials and diffuses conflict. Humor takes the pressure out of business and moves customers through the funnel with less stress. When your brand comes off as a steel fortress of emotion, customers will move through the funnel more seriously. Comedic relief is as old as Shakespeare, it’s always needed, it’s always welcome, it’s always effective.
Your Brand Can Be Funny, Too
There are certainly industries where comedy is inappropriate, like hospice care or pet cremation. Most brands, however, could benefit from lightening up. You may think that your real estate or lawn care business can’t be funny. You’re wrong.
Flex your creative muscles and give humor a try. Or pay someone to be funny for you. Comedy makes the world a better place and turns brands into friends and friends into customers. Laugh on.